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Budget Direct signed with the Perth Bears as first major commercial partner because the franchise would capture attention in Western Australia and beyond, Auto & General chief growth officer Jonathan Kerr told Sponsorship News.
Kerr said the insurer’s decision to back the club before its 2027 NRL debut reflected the success of Budget Direct’s earlier move with the Dolphins expansion side.
“There’s nothing like being part of creating something really special,” he said.
“You get to contribute a lot more than just dollars and actually provide input into strategy and development.
“Some people think we’re quite good at marketing, so we were able to provide input into how to develop things and make the proposition engaging for fans.
“I believe there’s the very same opportunity by being the first major partner to sign with the Bears.”
The deal puts the Budget Direct logo on the team’s playing sleeve and it will additionally provide financial support for 2026, when the Bears will not yet be competing on the field.
The brand saw the new club’s unique WA presence as an opportunity in a state dominated by AFL football, according to Kerr.
“Marketing is about being where your customers are, not where you want them to be.
“What we do know is that it’s going to be heavily talked about, covered by the media, and in the public’s interest,” he said.
“You don’t need to be a fan of the NRL – you can be a fan of the AFL – and it’s still interesting what’s going on with the Bears.”
He also alluded to Budget Direct’s arrangement with the Perth Scorchers.
“Our experience with the Scorchers clearly resonates that when there’s one team representing the whole of WA, the whole of WA gets behind it.
“All of those things align to create a platform for us to present how we support our employees and customers in WA, and we’re very invested in WA generally.”
The insurer has confidence in the group behind establishing the club.
“The people setting up the Perth Bears have a long-term vision, significant support, a really good plan, and what I think is a very compelling product.
“The NRL … has never been better. It’s wonderful to go and watch, but it’s also great … on TV.
“It’s the most action-packed 80 minutes in world sport in terms of frequency of activity.
“They will do a great job of putting a team on the field and wrapping it in the story of establishing a new club,” he said.
The partnership would go beyond logo placement, however.
“As Australia’s most award-winning general insurer, our unique approach to sports sponsorship has always been much more than just a logo on a jersey.”
“It’s about connecting with the communities where our customers and employees live and work and supporting both the teams and community programs that matter to them.”
The Perth Bears will also seek to unite supporters in WA with the legacy fan base of the North Sydney Bears.
Kerr said Budget Direct would get behind that.
“When you’ve got great heritage, what you want to do is make sure that you’re listening to that group of people and how they want to engage.
“Our job is to help facilitate that and do it in a respectful way.”
Looking ahead, Kerr said the sponsor’s main role in the early stages would be to support the club while it builds its structures.
“The majority of what we do in this first phase is to be a partner beyond just the dollars.
“When you’re working with a team still being established, it’s going through all of its set up as a business and community engagement.
“The best thing we can do is be available to support them in anything that they do, but at the same time be patient and let them get through the crucial work ahead to establish the team.”
The sponsorship also allowed Budget Direct to engage its large WA customer base.
“We have hundreds of thousands … in Perth.
“We have the opportunity to communicate to them about how we are going to activate our sponsorship and encourage them to look to the Bears as something they want to get involved in.
“It’s quite synergistic,” he said.
The Perth Bears will enter the NRL competition in March 2027.
