Optus Pulls out of Multi-Million Dollar Investment in Australian Football

Optus has pulled the plug on their multi-million investment deal in Australian football, pills which would have benefited the sport from grassroots to elite level.

They will stop managing Football Federation Australia’s (FFA) digital network from the end of June which includes 18 websites, ailment mobile sites and mobile apps.

Optus will also end their telecommunications deal on July 31 and they will not appear as a Socceroos sponsor if the team make the 2014 World Cup – a task made harder by their 1-1 draw with Japan, which means they cannot top Group B in the qualifiers.

Optus Head of Brand, Nathan Rosenberg said: “Exiting the sponsorship with FFA was a tough call, but we need to invest in areas where our customers will directly receive the benefits.

“Optus has enjoyed a long and proud partnership with the FFA and we congratulate them on building a dynamic and exciting sport, particularly in the lead up to the 2014 FIFA World Cup.”

FFA Head of Commercial Operations David Tucker said Optus had built a vibrant digital content over the past two years and now they were looking for potential partners.

Tucker said: “There is a strong growth story behind the digital traffic with the Socceroos World Cup qualifiers, Manchester United, Liverpool and the Foxtel A-League All Stars driving huge interest over the next few months.

“In the longer term, the 2015 AFC Asian Cup and the planned FFA Cup will bring new properties into the network. Digital channels and social media are major strategic projects for FFA and we are well placed for the future.

“Optus has explained to FFA that the company is taking a new strategic direction that will see a greater focus on direct customer relationships.

“We thank the company for their contribution to making Australian football what it is today; a thriving sport with a huge following in mainstream Australian society.”

Optus signed a digital partnership deal with FFA in 2011 and renewed its official telecommunications partner deal for a further two years.