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Relationship between the University of Canberra and the ACT Brumbies Essay Example

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    Undergraduate
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3MANAGEMENT

University of Canberra and the ACT Brumbies

University of Canberra and the ACT Brumbies

University of Canberra and the ACT Brumbies are sporting partners.University of Canberra (UC) is the new sponsor of the ACT rugby union team. The partnership between the rugby club and the university is poised to raise the reputation and the image of the UC. The sponsorship agreement signed between the club’s chief executive and the UC vice chancellor marks the beginning of a mutual bond and a win-win relationship (McKernan, 2006). The university is set to gain international exposure during the super rugby season while the club is head high after receiving the much needed financial support.

Sponsorship of Brumbies positively influences the perception of University of Canberra (Pope & Nauright 2009). The two groups are likely to share a home given that the sponsorship boosts the profile of the university as a sporting institution. Fans, students, alumni and the wider Canberra community will see an elevated name and also helps to bring closer the sports team and the university. The partnership will increase the connection of the club to Canberra and introduce new supporters across the university. Many prospective students would want to be associated with sports hence raising the profile and rating of the University.

Regarding UC marketing and advertising, the rugby jerseys have the university logo prominently featuring on the front which will be more popular with supporters as opposed to the traditional jerseys of the club. The marketing and advertising strategy is well thought out and excellent. The relocation of the team to the university ground will also increase the possibility of aggressive advertising (McKernan, 2006).

References

McKernan, M 2006, Brumbies: The Super 12 years, Allen and Unwin

Pope S W & Nauright J 2009, Routledge Companion to Sports History, Routledge.