As the perfect complement to its 2018 motorsport return, Repco today announced they have signed a multi-year agreement with the Virgin Australia Supercars Championship as their Official Automotive Parts Retailer. This partnership sees Repco further penetrate the national motorsport landscape, now being a sponsor of the Virgin Australia Supercars Championship and a Supercars team.
Last year, Repco partnered with current series leader, the Shell V-Power Racing Team (SVPRT). The team, no strangers to victory, took out the 2018 Supercars Championship, and in this year’s series, lead both the drivers and team Championship. Given that Repco has a similar appetite for success, it seems the timing of their partnership with the SVPRT was impeccable and quite fitting. Over the past twelve months, Repco and SVPRT have integrated on a number of activities including promotions, advertising and internal activations, whilst building improved business operations and favourable associations.
“Brand associations are not what they used to be. In this day and age, selecting an organisation to truly partner with is not an easy process. Both parties require certain levels of alignment when discovering if their values and future ambitions are a good fit to each other. We’re very fortunate to have once again found an outstanding group to partner with in Supercars”, says Diana Di Cecco, General Manager, Marketing ANZ, Repco.
The Supercars deal represents an additional gear change into Repco’s longer-term strategy that includes a continued synergy into motorsport across Australia and New Zealand.
The partnership will see Repco secure substantial digital presence in various Supercars assets including their website, social media platforms, app and fan communications. Importantly and in a tailored approach to media placement, Supercars and Repco plan to partner on promotions, broadcast assets, digital advertising, race highlights content, videos, and email communications, to name a few. It will also see the use of on-track integrations such as signage and activations. The lead co-promoted asset is an exclusive online Repco Quiz aimed at ‘expert motorsport fans’ which perfectly synergises Repco’s strategic platform of ‘expertise’. It will be available for fans to complete in the coming weeks.
Di Cecco clarified that “in an effort to further enhance Repco’s growing digital footprint, the support program is in line with Repco’s revised media and brand equity strategy which see a more targeted approach to advertising placement and return.” In fact, according to Nielsen Sports’ Sportslink 2018, Supercars fans have better sponsor recall than any other Australian sport code, including AFL, NRL and Cricket, which alone gives the Supercars series a partner advantage with regard to consumer media consumption and brand awareness.
Repco has an already extensive history in the automotive industry and in motorsport, originally having built engines through the 1940’s, 50’s and 60’s. “This path with motorsport simply cements that it’s in our DNA. Motorsport is one of Repco’s core brand pillars and we’re delighted to pursue the passion again,” expressed Wayne Bryant, Executive General Manager, Repco Australia. He also commented, “We are very proud that the hard work of the last twelve months is coming to fruition. The continued investment in our brand, stores and people is paying off and it’s wonderful to now share this, the new Repco, with the premier motorsport series across Australia and New Zealand, Supercars.”
Supercars General Manager, Commercial, Jamie Black, expressed a similar sentiment, “We’re tremendously excited about our partnership with Repco. It is great news for Supercars and great news for our fans.” Black reiterated, “With Repco on board as our Official Automotive Parts Retailer, we’re bringing a well-rounded cohort of partners to our series so every motoring enthusiast has the best Supercars experience.”