POWERING SUPERCARS FORWARD
Century Batteries is the official battery of the Supercars Championship
Century Batteries not only carries the exclusive designation of “Official Battery Partner of Supercars,” but also enjoys naming rights to the ‘Century Batteries Race Facts’ at all events and of the Chopper Cam at Newcastle, Townsville, the Bathurst 1000, Gold Coast and Adelaide events; virtual and fixed signage at each of the championship’s races; and also naming rights to the Century Batteries Chase and Murrays Corner Bridge at the Bathurst 1000.
The brand also benefits from strong branding opportunities from on-track signage, television commercials at events, a digital advertising package, and in-broadcast advertisements.
“Being the official battery of Supercars puts our brand front and centre in the heartland of Australian motorsports,” Century’s Marketing Manager, Andrew Bottoms, said.
“This partnership allows us valuable opportunities to connect with our motoring community, showcasing our brand and our Australian-made product to motoring enthusiasts.
“It has proven to be invaluable in getting the Century brand name out in front of consumers and in assisting with increasing our brand recognition amongst some of our key demographics.
“It also provides us with great content for our social media and allows us the opportunity to run promotional giveaways through our social platforms and also direct to customers at trade events, further increasing our customer engagement.
“With Century Batteries celebrating 95 years of Australian manufacturing this year, the partnership also provides us with another way to showcase our Australian-made product and our proud manufacturing history to Australian motorsport fans.”
Century Batteries reports that a recent independent brand awareness research project demonstrated just how much of an impact the exposure offered by this partnership is having for the company.
“When it comes to brand recall from both a prompted and unprompted perspective, for Century Batteries the research showed it is our highest to date, at 61 percent and 32 percent respectively. Not only is this a personal best for us, but it is well ahead of our competitors,” Andrew said.
“Further, according to Supercars’ brand and media monitoring agency, Futures, we received 557 minutes (9.28 hours) of dedicated television exposure over the 2022 season.
“When you combine this with the additional exposure assets we benefit from such as Supercars’ social media, the total media value (including TV) represents an incredible return on investment for Century Batteries.”
“The partnership continues to build brand awareness and gives end users another reason to choose Century Batteries,” Andrew said.
“In addition, it provides our team with the opportunity to work with customers to utilise the partnership assets to drive sales and run localised promotions.
“It also allows us to demonstrate how we are investing in growing not only the Century Batteries brand, but also the businesses of our customers and stockists.”
The leading battery manufacturer hasn’t limited its motorsport involvement to Supercars either.
For many years, Century Batteries has partnered with Team Bray Racing, with the Top Doorslammers of Victor Bray and Ben Bray a dominating force in the Australian drag racing scene for decades.
The Team Bray Racing name is synonymous with drag racing, with the team holding a strong heritage and large, loyal fan base across the country.
“The heart and the passion shown by Team Bray Racing over their long and accomplished history is exceptionally impressive and we are very pleased to be able to partner with them,” Andrew said.
“As two iconic names in the automotive industry, we can’t think of anyone better to represent for Century Batteries in the world of drag racing.”
To learn more about Century Batteries, visit www.centurybatteries.com.au