Pioneering electronic car brand CUPRA will remain Football Australia’s official automotive partner after a strong two-year collaboration.
As part of the deal, the Spain-based car company will remain the official car of the Subway Socceroos and Commbank Matildas.
The re-signing highlights the forward trajectory Football Australia is experiencing across all levels, led largely by its work in women’s and grassroots football over the past 12 months.
When CUPRA began its association with Football Australia in 2022, it promised to attract audiences through its own storytelling techniques and commitment to inspiring change; both in automotives and in football.
Whether it’s illuminating its garages and dealerships with the green and gold of Australia’s national teams, or providing immersive commercials that captivates audiences, CUPRA has contributed greatly to Australian football’s recent success.
CUPRA has already begun their new era of collaboration with Football Australia, helping the organisation with its equality and diversity initiatives.
Earlier this month, CUPRA unveiled its Born PROUD vehicle at the Sydney Mardi Gras, featured alongside Football Australia’s float in the parade.
Football Australia CEO James Johnson led the plaudits, speaking via the Football Australia website.
“It’s fantastic to have CUPRA extend their partnership with Football Australia, allowing both parties to build upon the great work that has been achieved both on and off the field over recent years to drive forward Australian football,” Johnson enthused.
“CUPRA as a brand and their workforce have an unwavering passion for football, and it’s their global approach to business which mirrors so perfectly how our national teams engage with world football.
“We are excited to see CUPRA remain part of the Football Australia family and look forward to seeing what we can continue to accomplish as we move forward on this journey together.”
Based in Barcelona, CUPRA is leading the way for the electrification of light vehicles, and its partnership with Australian football has no doubt assisted its entry into the Australian car market.
Prior to 2022, CUPRA had built strong connections with local club FC Barcelona, and this has formed the basis for its strong commercial presence globally.
“Their progressive brand, incredible content and storytelling, plus authentic passion for football, locally and globally, has created a huge impact,” Football Australia Head of Commercial and Events, Tom Rischbieth, added via media release.
“We look forward to continuing this journey together as we look ahead to critical games for our beloved CommBank Matildas, Subway Socceroos and many of our Youth National Teams in 2024.”
CUPRA Australia Director Ben Wilks concluded with his own reflections on the new deal.
“Our renewal caps off two years of strong engagement and outstanding results for not only CUPRA, but for football in Australia as a whole,” he stated via press release.
“We’re delighted to see how that partnership continues to grow as we roll out a range of new initiatives and activations in this pivotal year for Australian football.”
Partnering with an innovative, future-thinking brand such as CUPRA almost fits Football Australia’s vision like a glove.
The success of the 2023 FIFA Women’s World Cup has illuminated young people across the country, which has Football Australia looking towards creating a sustainable future for the sport.
Alongside a brand pioneering sustainability in its own industry, Football Australia’s vision and output will continue to make a recognisable impact on Australian people.
