Western United has teamed up with BrandScent and LIGHT + GLO for three years to create a signature scent for Ironbark Fields in Tarneit.
This unique collaboration will help Western United foster a memorable smell at their home ground, capturing the essence of the club.
The creation of the signature scent is underway with input from A-Leagues players Ben Garuccio and Julia Sardo and will evolve over the coming months to perfect the scent in time for the start of the 2024/25 A-Leagues season.
LIGHT + GLO, the fragrance house involved with BrandScent, will feature on LED signage during home matches and host pop-up activations at games and events.
Starting in the 2025 season, their branding will also appear on the front of shorts for the club’s junior academy.
BrandScent is a multi-award-winning scent marketing agency, specialising in creating a signature scent for their clients and manufacturing custom branded candles and fragranced promotional products.
The local company, based in Truganina, Victoria has worked with a range of companies globally from Toll Group to Arnott’s and American Express but hasn’t involved themselves in football until now.
Western United Commercial Partnerships Executive, Nathan Perrone expressed his delight at signing with the local company.
“We are thrilled to be partnering with BrandScent. It is always special bringing a partnership to life with a local Wyndham business,” he said in a club statement.
“Jeeva and Suji have an exciting product with a wealth of knowledge to help us elevate the experience for those coming to Ironbark Fields.
“We are looking forward to how creative we can be, and members can look forward to some unique products coming soon.”
BrandScent Director, Jeeva Sanjeevan spoke about bringing a unique experience to the new home in Ironbark Fields for the next three seasons.
“The team at BrandScent is thrilled to capture the vibrant essence of Western United in a signature scent,” Sanjeevan said in a statement.
“This collaboration allows us to transform Ironbark Fields into an immersive and memorable environment through the power of science-backed scent marketing.
“We can’t wait to unveil the unique sensory experiences we’ve designed for the club and its supporters.”
This partnership is quirky and different with a goal to simply give Western United an identity through a smell at Ironbark Fields.
Western United have recently signed a few new partnerships and are expanding their corporate portfolio extremely quickly as they look to turn around their on-field fortunes and grow as a club for the future.
