The ARC has experienced very high brand exposure analysis reports and valuations from independent agencies for its TV broadcasting over the past three years, exceeding $8 million in value [independent reports], and 2010 won’t be any exception with Ch 10 and One HD again committing to the series and all events, with 27 x 1 hour programs scheduled.
Nexus MG have spent the last weeks preparing the ARC to hit a current squeezed sponsorship market, ensuring a proper strategic approach is carried out through the acquisition campaign, and are currently seeking EOI’s [expressions of interest] for the Naming Rights Sponsorship for the series. Nexus MG will release opportunities on licenses and other sponsorship levels later in August 2009 that will include categories of official vehicle, airline and travel.
Nexus MG Director, Luke Jenkinson, is excited about the sport of rally at the commercial level, stating “the ARC is in a unique position where it has full control over the series and its TV with several manufacturers, like Toyota not entering teams and eating up all of the brand exposure. This provides the series with opportunities to offer open end sponsorship deals in many categories, across many levels, so they have a clean slate. With the WRC Australia round scheduled for September there will be a lot of media for the sport of rally, so this will provide a good platform for the ARC to hit the market and introduce packagesâ€.
The series is a true national scope with rounds and events being staged in SA, VIC, QLD, WA, TAS & NSW.
There will be some changes to the rally format to improve the commercialisation of the sport, including a special shootout stage on the Fridays that will see the rally teams compete for ARC points in a condensed, fast passed circuit, which is sure to be friendly to the media and thrilling for the spectators.
Director of the ARC, Scott Pedder [also of Pedders ‘No Bull’ Suspension] believes “Nexus MG have a very good understanding of the sport after brokering the title rights for the Rally of Queensland this year, and we are excited to have their team involved with the ARC for 2010. They have the resources, the databases and specialise in sponsorships, so with the ARC rebuilding, it only makes sense to engage their professional services. We are confident that they will succeedâ€.
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