Qantas Drops Australia Football Title Sponsorship

Qantas have dropped their title sponsorship of the Australian national football team a deal that has lasted for almost a decade.

Reports from The Daily Telegraph have said that the Football Federation Australia (FFA) will be looking for AU$4-5m ($3.7m-4.7m) per year from any potential suitors to sponsor the Socceroos ahead of their third consecutive World Cup appearance.

The Daily Telegraph also reported that the FFA has been aware for months that Qantas would reduce their commitments significantly having previously maximised their association with the brand at previous World Cups by flying the team to qualifiers and the finals on chartered jets.

“Qualifying for Brazil with a huge wave of the national support behind the Socceroos is like putting the neon lights on the For Sale sign,” said FFA CEO David Gallop.

“The Socceroos are the team that represents Australia in all its diversity on the biggest world stage.

“We won’t be short of interest in the naming rights.”

One sector that will not be considered are alcohol firms after the FFA signed an AU$1m ($0.9m) a year deal with the federal government to forsake alcohol-related commercial activities.

Reports suggest that Qantas grew tired of restrictions around branding at the World Cup, due to FIFA’s official sponsorship deal with Emirates.

Ironically, whoever takes the Socceroos title sponsorship is likely to gain more exposure than Qantas had at recent World Cups because FIFA are loosening restricitons on branding.

“Qantas has signed on to continue its longstanding relationship with the Socceroos and will be the team’s official airline, taking them to the World Cup in 2014,” a Qantas spokesperson said last night.

“We sponsor a number of different Australian sports teams in different capacities, and we’re very pleased to be able to support the Socceroos as its official airline.”