Lottoland Australia’s Manly investment close to payback
MD Luke Brill says stadium naming rights deal has already delivered more than AU$1m worth of publicity
Lottoland Australia’s seven-figure sponsorship of historic NRL club Manly Sea Eagles, which includes the renaming of the side’s stadium, is already close to full payback, the lottery operator has told EGR Intel.
The firm revealed a fortnight ago it had signed a three-year deal with the 2011 champions which, as well as shirt sponsorship, saw the club’s Brookvale Oval renamed ‘Lottoland’.
And Lottoland said the amount of publicity the firm had received since the announcement meant the deal had almost paid for itself already, despite the NRL season not kicking off until next month.
“During the launch announcement, we received well over $1 million dollars’ worth of PR and have seen a 350% rise in sign-ups from the Northern beaches of Sydney before the first tackle has been made in round one on the 5 March,” a spokesperson said.
“The deal is set to payback our investment in full.”
Recent headlines in sports pages such as “Israel Folau and Wallaby team mates coming to play at Lottoland” are, according to the firm, “marketing gold”.
“We have been overwhelmed with the response on the renaming of Brookvale Oval to Lottoland,” the firm’s Australia MD Luke Brill added.
“We have had full support of the club, local community, NRL and other third-parties like Ticketmaster, Google Earth and Google Maps all changing the name almost overnight.”
The deal has also seen road traffic signs in the area changed so fans are directed to ‘Lottoland’.