ASB named All Blacks' bank sponsor
ASB signs multi-year sponsorship partnership, jerseys not included.
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Hawke’s Bay
ASB has signed a multi-year deal with the All Blacks as the team's official bank sponsor.
The bank will support the All Blacks through the Rugby World Cup and the Lions tour in 2017 as well as NZ Rugby’s two sevens teams in Rio 2016.
However, the ASB brand will not feature as a shirt sponsor.
The bank refused to disclose the financial details of the deal.
To celebrate the announcement, ASB rebranded nine of its branches with the anagram ‘ABS’.
In addition, a video showing the rearranging of the letters by some All Blacks has been released (see below).
Advertising guru David (Devo) Walden, who has worked on the ASB brand (he created Goldstein), says the bank has made a clever move because the All Black bank sponsorship spot was vacant.
“It is now pretty popular for banks to get involved with sport because it’s one of the great ways of bringing people together.
“[The sponsorship] wouldn’t be cheap but they’re not a jersey sponsor – that’s the big bucks.
Mr Walden says the main play for ASB will be if it can turn the sponsorship into something tangible such as a new savings account where some of the interest is donated to a sporting foundation.
“Maybe we’ll see [ASB chief executive] Barbara Chapman kicking a few goals at Eden Park. She looks good in black.”
Campbell Gibson
Thu, 05 Mar 2015
Thu, 05 Mar 2015
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ASB named All Blacks' bank sponsor
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