60TH ANNIVERSARY OF BATHURST DELIVERS FOR REPCO
The naming rights partnership of the Great Race is proving exceptionally successful for Repco
In 2021 Repco commenced a new naming rights partnership deal with the infamous Bathurst 1000, originally set to run until at least 2025 but since already extended to at least 2028.
“This partnership is built on our company’s, employees’ and customers’ love for motorsport,” Repco Head of Sponsorship, Mitch Wiley, said.
“Our very DNA is motorsport. If you visit our Support Office in Melbourne, the first thing you are greeted by is the incredible and priceless BT-19 Formula One Car from 1966 that delivered Sir Jack Brabham the World Championship, complete with a Repco V8 powering it.
“Our credibility and rich history in Australian motorsport help to drive a connection with fans, our customers and team members, so this partnership is literally the perfect fit for Repco.
“We take a community and fan first approach, and the partnership has grown to include a thriving partnership with the Bathurst Regional Council and community.”
Clearly, the partnership with Supercars to sponsor the largest event on Australia’s motorsport landscape is one which Repco has been happy with from the get-go, and 2023 was another banner year as Repco once again took its activation around this event to another level.
Key to the lead-up promotion was the launch of Repco’s latest ‘Bringin’ the Bathurst’ campaign, with the hugely popular concept featuring a Supercars fan who reveals to his friends that he has one of Peter Brock’s racing gloves from The King of the Mountain’s’ famous 1984 Bathurst 1000 victory which has the power to turn things ‘Bathurst.’
Four-time Great Race winner Greg Murphy featured in the commercial, as did Australian rock icon, Angry Anderson.
Other stars of the show included several legendary race cars, including the all-conquering 1991-winning Nissan GT-R, a Gen 3 Mustang Supercar, the Repco C10 and even an echidna, tipping the hat to the Australian mammal that invaded the 2021 race. The Glove was even offered up as a prize at the end of the 1000, signed by the 2023 winners.
The Repco Trackside and Mountainside stores returned, offering race goers plenty of camping, auto accessory and merchandise options, and visitors to the trackside store were treated to a very rare display of the HDT VK Commodore that two of the most famous Australian motorsport names drove, adorned with the famous Brock and Moffat colours.
he Repco Garage also returned, offering up prizes, viewing decks and games for all ages, including the Pitstop Challenge giving fans the opportunity to feel like they are in a real-life Supercars pitstop, and the unique Repco Slot Car 1000 activity.
Other activations included the Repco Rider, a free fan travel option from the pits up through the campgrounds and to The Chase, two street parties, and a special activation with Pizza Hut.
“In 2023 we had record fan interactions throughout our activations and competitions and this year’s adaptation of the ‘Bringin’ The Bathurst’ campaign really struck a chord with the fan base and was a huge source of pride for our amazing marketing team who brought it to life,” Mitch said.
“Being the 60th anniversary of the Great Race, the effort put in by Supercars, the teams, and partners to celebrate the milestone was amazing. So much history was celebrated and it was such an infectious atmosphere at the race.
“Our partnership with Supercars and the Bathurst 1000 has exceeded expectations, our connection to the sport and expected results that have been achieved to date are at least two years ahead of our expectations.
“As with all new partnerships, there are always plenty of learnings and challenges, launching the partnership during the pandemic certainly meant we had to be nimble and build a tight, trusting relationship with Supercars very quickly.”
That relationship has allowed Repco to maximise the partnership for the benefit of its fans and trade partners.
“We work closely with Supercars to elevate the fan experience at events, and we invest significantly to create memorable, cost-free moments for fans and customers,” Mitch said.
“Our approach is unified with our retail land trade customers, who are also fans, and Supercars’ willingness to collaborate on these improvements and activations has elevated our partnership. We are excited about the future.”
So, what exactly is in store for one of Australia’s most visible motorsport sponsorships in 2024?
“You will have to wait and see, but we are already deep into planning for 2024!” Mitch grinned.
To learn more about Repco, visit www.repco.com.au