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GWS Giants’ new executive GM commercial, Alex Stanley has spearheaded the acquisition of four big sponsorship deals in his first six-months in the job and credits the AFL club’s changed approach to selling sponsorship for the boost.

Deals with Aware Super, Crown Resorts, Reflections Holiday Parks, and Engie (now with naming rights for the Giants’ stadium), signify a robust start for Stanley’s role at the club.

Since starting in February, he has revised sponsorship strategy by refining the club's value proposition.

Stanley told Sponsorship News that success has come by understanding the club’s audience through research and data partnerships.

They have provided detailed insights into how the Western Sydney community engages with the Giants, to identify the economic potential of the diverse region for potential sponsors.

The strategy starts with developing activation ideas for sponsors, Stanley said.

Rather than leading with traditional assets, the club now focuses on creative campaigns that resonate with sponsor objectives. This has resulted in strong initial engagements with prospects.

Subsequent discussions then move to branded assets. For example, the Super Helpful Match Day initiative with Aware Super rewarding frontline workers like nurses, showcases the club bringing sponsorships to life. 

From here the conversation went to shorts branding.

“A sponsor might want to go deep into the Giants audiences through an EDM [electronic direct mailout] to members or target a more general fan of footy through the club’s social media platforms – or they might want national broadcast, so will consider LED signage at our home games,” he said.

The club boasts good growth in key metrics including memberships, ratings and attendance.

Fans’ use of social media channels also continues to rise. Stanley noted that investment in the region through the AFL Expansion Hub has played a big role in supporting the Giants’ growth.

Existing partners like Toyo Tyres have remained loyal, too. That deal is due for renewal and discussions are currently in progress.

Stanley credited his freedom to innovate as a key factor in the club’s recent success. Given the competitive market today, the Giants must offer more than just media values and visibility.

Focusing on unique and engaging activation ideas is what has set the club apart, he concluded.

See some of the country’s best sponsorship activations at the 24 October Activation Showcase at Marvel Stadium.  Further details on the sessions and speakers are being announced here over the coming weeks. Or visit the conference website.  https://snconferences.com.au/Melbourne2024/

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