The Coffee Club extend their deal with Brisbane Roar

Australian A-League outfit Brisbane Roar has officially extended their main sponsorship deal with The Coffee Club, maintaining one of the longest commercial partnerships in the division.

The deal will see The Coffee Shop’s logo be front and centre on all of Brisbane Roar’s playing and training jerseys. No economic figure has been released, but estimates put the last contract between the two – a three year tie-up signed in 2011 – to be in the region of A$2m.

This long-standing union is somewhat unique in the world of football where ties between clubs and coffee companies usually relate to catering and beverage contracts, with Dunkin’ Donuts’ new relationship with Liverpool a prime example of what is the norm.

“Today’s announcement shows the continued realisation of potential around Brisbane Roar both on and off the football pitch,” said the Roar’s Managing Director Sean Dobson.

The deal will also see The Coffee Club work closely alongside the club to forge stronger ties with the local community by working as a brand partner for a number of initiatives within the Brisbane area.

“The Coffee Club is a family-friendly brand,” said their Marketing Manager Greg Bowell in a statement. “We pride ourselves in being welcoming and inclusive, and we want to bring that to life through grassroots football activity. We also plan to further engage our database of VIP club members through digital channels to ensure they, too, receive the benefits of such an iconic affiliation.”

With a history going back seven years, the affiliation is certainly ingrained into the psyche of sport fans across Australia and with Brisbane flying high in the A-League there seems to be no reason not to continue the successful commercial partnership both on and off the pitch.

After being formed just under twenty-five years ago The Coffee Club has over three hundred stores across Australia and New Zealand and in recent years the company has taken footsteps to move into the emerging markets in China and Thailand, where Brisbane Roar will hope to have television exposure thanks to their entrance into the AFC Champions League where they could be pitted against Chinese and Thai opponents.