Subway has been announced by Football Australia as the new naming rights partner of the Socceroos, the nation’s beloved senior men’s football team.
The world’s largest sandwich chain, with more than 37,000 locations worldwide, secures the naming rights of the Subway Socceroos, Subway Olyroos, Subway Young Socceroos, and Subway Joeys in a record-breaking three-year partnership that is the largest national team sponsorship deal in Australian football history.
Subway also joins the CommBank Matildas and the Australia Cup, the biggest knockout tournament in Australia, as Official Partners as part of the game-changing agreement. The Australia Cup attracts over 700 teams from all across the country annually. The Socceroos, CommBank Matildas, men’s and women’s youth national teams, and the Australia Cup will all be subject to Subway’s exclusive category rights.
James Johnson, the chief executive officer of Football Australia, said this in a statement following the announcement of the new partnership with Subway: “We are thrilled to welcome Subway as the naming rights partner of the now-named Subway Socceroos and our men’s national youth teams for the next three years. As we approach a historically significant Australia Cup Final on October 1 at CommBank Stadium in Sydney, we are also happy to see Subway join as a partner of the Australia Cup, Johnson added.
“Subway joins us at a moment when Australian football is experiencing unparalleled growth and interest. The Football Australia team has been working tirelessly to strategically position our national teams in a market that is becoming more and more competitive. This record-breaking partnership, which comes after a number of other commercial announcements over the past two years, shows how popular the CommBank Matildas and Subway Socceroos are with the Australian public. As the top-ranked business on YouGov’s Dining and Quality Rating Standards, we are thrilled to be working with another top-notch team as it advances our efforts to partner with companies that share our own values.
“The Subway partnership announcement is emphasised by the Subway Socceroos’ Centenary celebrations as they prepare for a sixth FIFA World Cup,”
The Subway partnership announcement coincides with the Subway Socceroos’ farewell match against New Zealand in Brisbane and the Centenary celebrations of the team as they prepare to compete at their sixth FIFA World Cup later this year.
“To enhance our Centenary festivities, we recently teamed with Australia Post, which has produced two new stamps honouring 100 years of the Australian men’s national football team, and the Royal Australian Mint to issue a limited edition 2022 Socceroos Centenary $2 Coin.
Johnson continued, “We are thrilled that Subway can help us write the next chapter of Australian football, and we welcome them to the Football Australia family.
With over 1200 store locations across Australia, Subway is the ideal stop for families and athletes across the globe looking to make better choices and fuel their days and practices with better options like sandwiches made with fresh ingredients, from freshly baked bread, to crisp veggies, and a variety of toppings and sauces.
Subway Country Director for Australia and New Zealand, Shane Bracken said he was excited by the opportunities ahead and acknowledged the similarities and values that Subway and Football Australia shared.
“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,” Mr Bracken said.
“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,” Mr Bracken concluded.
The parties will officially launch the partnership at the Socceroos Centenary and Farewell match ahead of the FIFA World Cup Qatar 2022TM at Suncorp Stadium in Brisbane tonight (kick-off at 8pm AEST).
As part of this three-year partnership, Subway will receive front of jersey branding across men’s national teams training and off-field apparel, as well as both Subway Socceroos and CommBank Matildas’ player mascots. Football Australia and Subway will also collaborate on branded content, exclusive customer experiences and matchday activations, and Subway will promote the partnership through heavy integration into their above the line marketing activities.