REPCO NAMED OFFICIAL SUPERCARS PARTNER
After its motorsport return in 2018, Repco is now a sponsor of the Supercars Series and a Supercars team
Repco has signed a multi-year agreement with the Virgin Australia Supercars Series to become its Official Automotive Parts Retailer.
Last year, Repco partnered with current series leader, the Shell V-Power Racing Team (SVPRT). The team took out the 2018 Supercars Championship and is currently leading the 2019 drivers’ and teams’ championships.
Over the past twelve months, Repco and SVPRT have integrated on a number of activities including promotions, advertising and internal activations, whilst building improved business operations and favourable associations.
“Brand associations are not what they used to be. In this day and age, selecting an organisation to truly partner with is not an easy process,” Repco General Manager Marketing ANZ, Diana Di Cecco, said.
“Both parties require certain levels of alignment when discovering if their values and future ambitions are a good fit to each other. We’re very fortunate to have once again found an outstanding group to partner with in Supercars.”
The Supercars deal represents an additional gear change in Repco’s longer-term strategy that includes a continued synergy into motorsport across Australia and New Zealand.
The partnership will see Repco secure a substantial digital presence in various Supercars assets including the website, social media platforms, app and fan communications. Supercars and Repco plan to partner on promotions, broadcast assets, digital advertising, race highlights content, videos, and email communications, to name a few.
The deal will also see the use of on-track integrations such as signage and activations with the lead co-promoted asset an exclusive online Repco Quiz aimed at ‘expert motorsport fans’ which is said to perfectly synergise Repco’s strategic platform of ‘expertise.’
According to Nielsen Sports’ Sportslink 2018, Supercars fans have better sponsor recall than any other Australian sport code, including AFL, NRL and Cricket, which alone gives the Supercars series a partner advantage with regard to consumer media consumption and brand awareness.
Repco explains it has an already extensive history in the automotive industry and in motorsport, originally having built engines through the 1940s, 50s and 60s.
“This path with motorsport simply cements that it’s in our DNA. Motorsport is one of Repco’s core brand pillars and we’re delighted to pursue the passion again,” Repco Australia Executive General Manager, Wayne Bryant, said.
Supercars General Manager, Commercial, Jamie Black, expressed a similar sentiment.
“We’re tremendously excited about our partnership with Repco. It is great news for Supercars and great news for our fans,” Jamie said.
“With Repco on board as our Official Automotive Parts Retailer, we’re bringing a well-rounded cohort of partners to our series so every motoring enthusiast has the best Supercars experience.”
For more on Repco, go to www.repco.com.au