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HIF has used the 15-year milestone of its Perth Wildcats basketball deal to call on sporting leagues to do more to encourage long-term sponsorships.
It argues current contracting frameworks limit clubs and sponsors from formalising longer relationships.
The health insurer says the Wildcats partnership has continued evolving since it began in 2011.
It has shifted from traditional branding to an arrangement focused on member engagement, community programs and inclusion, but has continued delivering commercial value for both partners.
HIF chief product & marketing leader, Kristina Green said, long-term deals were uncommon but could deliver significant benefits when built on shared values.
“Strategic flagship sponsorships of this length are very rare.
“You only have to look at examples like Toyota and the AFL to understand how significant long-term partnerships can become when they are built on shared values and mutual benefit.”
Over the 15 years, the partnership has expanded to include gameday activations, member offers, fan competitions and community initiatives, including the NBL Pride Round.
Programs have included reciprocal member discounts on health insurance, season-long ticket giveaways and community participation initiatives.
Wildcats owner, Mark Arena added, “It's difficult to sum up in just a few sentences but we have such a long standing and successful partnership.”
“[This is] because of our shared focus on members, community and inclusion.
“This allows us to deliver a meaningful positive impact within Western Australia.
“We work so closely together and share our organisations’ strategic direction, which helps us to find ways to improve and grow the partnership each season.”
HIF’s Green again, “When we look at success today, it is not just about logo visibility.”
“It is about whether the partnership helps us connect meaningfully with our members, support healthier communities, celebrate inclusion and reinforce [our] role as a WA-based health fund that genuinely puts people first.”
While HIF intends to renew the deal well beyond its current term, she said current league frameworks restricted the ability of clubs and sponsors to commit to longer agreements.
“There is an opportunity for leagues to recognise and encourage sponsor retention, and enduring partnerships.
“Longer term, values-aligned partnerships create greater strategic value for clubs, including stronger fan engagement and more sustainable brand and business outcomes for everyone involved.
“The reason this partnership has endured is because it is authentic.
“It reflects who we are, who the Wildcats are, and the community we are part of.
“That shared purpose is what has kept it strong for 15 years,” Green concluded.
