As principal partner, the Brumbies will now be known as University of Canberra Brumbies, and will display the institution’s logo on the front of their shirts for the 2012 Super Rugby season. The partnership is set to be an Australian first between a major sporting team and educational institution, with ambitions to model the relationship on American college-sport systems. To this end, the partnership could see the two groups share a home, according to university vice-chancellor Stephen Parker.
“We see ourselves as a major Canberra institution, so are the Brumbies, and this kind of alliance is good for the city,” said Parker, according to the Canberra Times. “Longer term, I'm attracted by the North American model, where the university and the sports team are close together, where students are fans wanting to go to the games and graduates want to be closer to the team. That model is really attractive. We aren't there yet, but there are discussions going on and I could see that it would be a very good fit.”
The deal will also provide the Brumbies with a welcome cash injection after its previous agreement with Chinese technology company Huawei collapsed late last year. The Brumbies’ 12-year association with former sponsor Computer Associates also ended in 2011 and with the club posting a loss of A$200,000 (US$212,000) last season there were fears that the Australian Rugby Union may have to provide financial support.
However, the university’s agreement is reportedly on the same scale as Huawei’s A$1 million (US$1.06 million) backing with Brumbies chief executive Andrew Fagan hailing the agreement. “It's a significant relief that we've been able to find a sponsor,” he said. “It was critical that we shored up our revenue and a lot of work has gone into getting us to this point.”
Fagan added: “We think this is a first for partnership of this kind in Australia. This will be more than just a traditional sponsorship. It enables us to partner with a prominent and respected Canberra institution, to proudly promote the city of Canberra on the front of the jersey and to engage directly with tens of thousands of students, staff and alumni, who we hope will be a feature at Brumbies matches.”