In case you missed it, the XXXX Queensland Bulls are now the my FootDr Queensland Bulls. Because the boys presumably spent so much of last season drunkenly tripping over that they now need a podiatrist.
I love the Queensland Bulls as much as anyone who grew up before the 1994-95 Summer of Martin Love. I also appreciate the need for corporate sponsorship as much as I appreciate the need for good foot care.
What I don’t understand is the perceived value of smashing two foreign concepts together and speaking about them as if they’ve always been a thing.
The union may well be a successful one on the field, and the company in question may well do amazing things for Queensland cricket off it, but the new moniker doesn’t exactly roll off the tongue. At best, it’s kinda ridiculous.
Yes, the good people at my FootDr have got their two mentions here, and their comms team no doubt have an intern noting this in a nifty Excel spreadsheet as we speak (stick with it kid, you’ll go places). But are these two name-drops really worth anything?
Lest this sound like a witch-hunt, full disclosure – I’ve never gone for referring by sporting teams or venues by their branded monikers. Suncorp Stadium will always be Lang Park. The New South Wales Victoria Bitter Blues will always be The Cockroaches. The Gabba will always be… well, The Gabba.
In fact, Australian cricket venues have done a pretty good job of holding onto their identity over the course of my lifetime, and the AFL by extension (or vice versa). Could you imagine the uproar if the MCG was re-branded as the Coca-Cola Coliseum? Adelaide Oval became American Airlines Arena?
Un-Australian.
Of course, there are examples where the synergy between sport and corporate partner captures the zeitgeist perfectly.
Qantas Wallabies? The two entities’ current synchronised tailspin is as majestic as their synchronised turn-of-the-century soaring.
Holden Kangaroos? Half of Australia is happy to see either lose.
CTI Melbourne United? Until Chris Anstey handed in his clipboard Monday, only disgruntled Melbourne Tigers fans knew either existed.
But if we look at the online presence of the teams at the top of Australian sport in 2014 – the South Sydney Rabbitohs and Hawthorn Football Club – the sponsors’ product sits beside or beneath the team name, not on top of it. Which proves it is possible to succeed without selling your identity, or switching your home ground’s name from one online betting organisation to another in the blink of an eye as the Penrith Panthers have in recent times.
Don’t even get Cronulla Sharks fans started on a home ground which is renamed so often the club should have sign-writers on staff.
Companies will always want to buy in to the sporting dream, though, and there are a couple of ways I can see it being done with the credibility of all concerned remaining intact.
One, be a ridiculously wealthy energy drink manufacturer so you can run as many motorsport teams and football clubs in your name as you have time to pay attention to.
Or two, go to Stadium Australia Group when ANZ’s naming rights deal comes up for renewal, somehow outbid the big-four banks during a heated negotiation process, and rebrand the Olympic Stadium as Cathy Freeman Arena for the duration of your tenure.
Your comms team might not get the mentions, but the goodwill you’ll generate will be priceless.
Bruno Frank
Guest
I can't cop 1300 Smiles Stadium or any of these names, although one of the best referees comments was 'there will be no milking at Dairy Farmers Stadium'.
Ryan Ranger
Guest
Kris, Do you think the change of Bulls' naming-rights sponsorship is not a result of XXXX not wanting to renew, but rather as a result of pressure from Cricket Australia to Queensland Cricket to drop it so as to please CA's partner CUB? There's a big uproar of the fact that XXXX won't be available at the 'Gabba for the upcoming Test match: http://www.couriermail.com.au/news/queensland/gabba-ban-on-xxxx-beer-during-cricket-test-against-india/story-fnihsrf2-1227087532125 One wonders how long the SACA's sponsorship deal with West End lasts for? It's understood CA weren't pleased with the WACA's "Alcohol Think Again" partnership either.
Timmuh
Roar Guru
As a North supporter, I agree. Truly terrible. Even worse than the Carlton M&Ms.
Casper
Guest
Just follow the ABC guidelines, they still refer to Suncorp stadium as Lang Park and good on them!! Always have problems now working out where the away teams are playing interstate. Gets a bit ridiculous when you have to go to 1300 Smiles stadium & walk out with a frown when the cowboys flog you. Will be interesting to see what happens the first time a Qld fast bowler develops a limp and has to do some footwear work, will the sponsor's rep run out and give him a treatment? Lucky Shane Watson has moved on or the sponsor would go broke from contra deals. Maybe it's a case of you can take XXXX off the team shirt, but you can't take XXXX off the team (particularly if the win trophies)
Pope Paul VII
Guest
that's tops Kris
Bulls of the Gabba and Lang Park
Guest
Spot on Kris. Coal and Oil Cambell Newman's Fracking Qld Government make the Bulls feet doctors look like amateurs
Nudge
Guest
Don't put yourself too much on the line their sideline
Silver Sovereign
Guest
American sports have got it right. Team names stay their way, no ads on clothing, the leagues don't have sponsors name's added, venues stay their traditional names. etc etc
Kris Swales
Expert
Maybe this trend isn't going far enough? The Rio Tinto Australian Government certainly has a nice ring to it.
Ryan Ranger
Guest
One thing I find annoying is when football (soccer) internationals are played in Brisbane, they are playing at "Brisbane Stadium". I can understand that due to FIFA/AFC sponsorship reasons they can't refer to it as Suncorp Stadium, but what's wrong with calling it "Lang Park"? Melbourne United sounds like the name of a soccer team. CTI Melbourne United sounds like the name of a credit society.
Sideline Comm.
Guest
You said it Popey; 372 is a huge score, even for north Sydney oval. I'm gonna say it, there's no way the victorians can chase that down.
Pope Paul VII
Guest
right on the money Sidey 3/350 at 47.4
Chop
Roar Guru
If it's necessary to keep teams on the park then that's the economic reality. It will only be the press releases that use the sponsors names in reality so who really cares? Not me.
Axle an the Guru
Guest
The names should never incorporate a sponsor,neither should the ground,by all means put branding anywhere you like,but don't do things that bamboozle people,people lose interest in it after a while trying to work things out,and it makes people shake there head and call their team and sport bullsh:t,and all that dose is diminish the sport in general.
Sideline Comm.
Guest
Just put the jinx on them, haha. Oh well, still in a fantastic position.
Sideline Comm.
Guest
They're still smashing it. 0/184 in the 28th. And the classic formula is that by the 50th you end up doubling the score at the 30th. Geez.
Pope Paul VII
Guest
Athough North Melbourne fronting up in ORANGE! was a shocker
Pope Paul VII
Guest
Whiskas Hocking was the pits
Lachlan Doyle
Roar Pro
An article that needed to be written, well done Kris.
Cody Winnell
Roar Guru
Remember Whiskers Hocking? Gee whiz.