Athletics Australia to Consult Essentially Group About Potential Sponsors

Athletics Australia has appointed the Essentially Group, click a global sports marketing agency who are a fully owned subsidiary of the highly respected Chime Sports Marketing (CSM), ailment to undertake the crucial sponsorship consultancy role for Australian athletics.

Athletics Australia went throught a process to identify a company with significant experience and a proven track record in the area of sponsorship acquisition to assist in finding and matching corporate partners with its diverse range of sponsorship properties.  Essentially stood out from the crowd amongst the respondents and have subsequently been signed to act as Athletics Australia’s exclusive sponsorship consultants.

“Essentially has vast experience across the commercial side of sport, and they presented a compelling case through our Expression of Interest process,” said Athletics Australia Chief Executive Officer Dallas O’Brien. 

“They will also be able to draw upon the experience of their sister company from the CSM group, Fast Track, and apply to our sponsorship assets their model which has successfully netted UK Athletics significant commercial partnerships over the past few years.

“We’re delighted to welcome Essentially on board and we’re looking forward to working with them to identify partners for some of our great properties, like the Australian Athletics Tour and the Australian Flame athletics team, with whom we can establish long-term, mutually beneficial relationships.

“Our sport is poised to enjoy an ever brighter share of the spotlight, starting in 2014 with the Commonwealth Games in Glasgow and then leading into the 2015 IAAF World Championships in Beijing, the 2016 Olympic Games in Rio and of course our home Commonwealth Games on the Gold Coast in 2018. We will work with Essentially to identify the right partners to share that spotlight with, who can grow with us.

“This appointment is also aligned with the Australian Sports Commission’s new ‘Winning Edge’ strategic direction, which requires Olympic sports to become more commercially viable and self-sufficient,” O’Brien added.

Charles Mountifield, CEO at Essentially, added “Essentially, one of the four pillars of CSM, is part of one the world’s leading sports marketing and management firms.  To align ourselves with Athletics Australia is important to our expansion in the Australian market place and we are thrilled to be associated with such a reputable and well established organisation.”