The football governing body of Australia, Football Australia, has agreed to a deal with American fast food chain Subway. The three-year partnership makes the sandwich maker the new naming rights partner of the Australian national senior men’s football team.
Subway has also been named the official partner of the CommBank Matildas and the Australia Cup. The Socceroos, the CommBank Matildas, men’s and women’s youth national teams, and the Australia Cup will also be claimed by Subway as category rights.
Along with the player mascots for the Socceroos and the CommBank Matildas, Subway’s branding will be prominently displayed on the front of shirts for the men’s national team’s off-field and training gear. The partnership also entails the two parties working together on branded content, matchday activations and distinctive consumer experiences.
Speaking on the association with Subway, Football Australia Chief Executive Officer, James Johnson, said:
“We are thrilled to welcome Subway as the naming rights partner of the now, Subway Socceroos and our men’s national youth teams for the next three years. We are also pleased to see Subway join as a partner of the Australia Cup, as we approach a history making Australia Cup Final on 1 October at CommBank Stadium in Sydney.
“Subway joins us at a time of unprecedented interest and growth in Australian football. The team at Football Australia has worked tirelessly to strategically position our iconic national teams in an increasingly competitive market and this record-breaking partnership, which follows a series of other commercial announcements over the past two years, demonstrates how deeply the Subway Socceroos and CommBank Matildas resonate with the Australian public. It also continues our efforts to work with brands which align with our own values and as the top-ranked company on YouGov’s Dining and Quality Rating Standards, we are delighted to be working with another high performing team.
“The Subway partnership announcement is highlighted by the Centenary celebrations of the Subway Socceroos, as they build towards a sixth FIFA World Cup appearance later this year and coincides with the team’s Farewell match against New Zealand in Brisbane.
“To add further to our Centenary celebrations, we have recently partnered with the Royal Australian Mint to launch a limited edition 2022 Socceroos Centenary AU$2 Coin, and Australia Post which has released two new stamps commemorating 100 years of the Australian men’s national football team.
“We are delighted that together with Subway, we can write the next chapter of Australian football and we welcome them to the Football Australia family.“
Subway Country Director for Australia and New Zealand, Shane Bracken, added:
“This is a partnership of two iconic brands and binds together a sandwich chain enjoyed by millions worldwide and a sport that millions play, participate in and support across the globe.
“Subway is proud to be partnering with Football Australia at such an exciting time for the game – not only across the national men’s and women’s teams, but as junior players move through the ranks and become our next line of role models and heroes.
“Our Aussie football stars have a huge few years ahead of them and Subway is looking forward to being part of the journey and helping make the game of football even bigger than it is right now.
“From one green and gold team to another – we’ll be cheering from the sidelines and across our stores.”