Rebel Sport new face of Super 12

By SIMON HENDERY

Retailer Rebel Sport has taken up naming rights for the Rugby Union's Super 12 competition in a deal believed to be worth several million dollars.

The 2004 and 2005 Super 12 competitions will be known as the Rebel Sport Super 12.

Until last season, the competition's major sponsor was Telecom, most recently through its internet service provider subsidiary, Xtra.

But Telecom signalled more than a year ago that it was not interested in renewing the contract.

Rebel was launched in New Zealand in 1996 and there are now 16 stores across the country selling sporting goods and clothing. The chain is owned by listed retailer Briscoe Group.

The chain has previously sponsored basketball and cricket. Its first venture into sports sponsorship was as the sole sponsor of Rebel Sport Auckland men's basketball team.

It also spent a season as broadcast naming rights sponsor, through Sky TV, of the "Summer of Cricket".

Briscoe's managing director, Rod Duke, said yesterday that the Super 12 sponsorship was a major marketing initiative for the company and would play an important role in the continuing development of the Rebel Sport brand.

The value of the deal has not been disclosed but is estimated to be about $3 million.

Duke said the Rebel chain had built up very strong customer support and its growth would continue with five store openings likely next year and more planned for 2005.

"The awareness and support generated through sponsorship of the Rebel Sport Super 12 will certainly assist in making the continued expansion successful."

The sponsorship would be supported by other marketing activity, including in-store merchandising, exposure in conjunction with Sky Television, half-time promotions during games, ground signs and other promotions.

The sponsorship and supporting activities would also be linked to the chain's nationwide advertising campaign, spending on which would not be reduced as a result of the deal, Duke said.

"We are confident that the total marketing programme will enhance the positioning of Rebel Sport as the first-choice retailer in the sporting apparel and sporting goods categories."

Former All Black Christian Cullen used to front Rebel television commercials.

Duke said getting other All Blacks or rugby personalities to front future ads was an option the company would consider.

"But we are of the view that this association with Super 12 may very well be significantly more powerful than a representative like Christian."

Rugby Union chief executive Chris Moller said the organisation's relationship with Rebel was a good fit and the chain's history as one of the leading suppliers of Super 12-related merchandise made the company a natural naming rights partner for the competition.

Simon Arkwright, managing director of sports marketing consultancy Market Intelligence, said the sponsorship was a bold and aggressive move for Rebel.

"To make it work they are going to have to leverage it pretty aggressively. They will need to shift a lot of product to make it work.

"They would only be doing it to fit in behind a particularly aggressive attack on the market next year."

Duke said that while the deal did not involve an exclusive merchandising deal between Rebel and the Rugby Union, Super 12 team jerseys would all carry the Rebel Sport logo, making them less attractive for rival retailers to sell.