Holden’s exit from local manufacturing results in deeper commitment to grassroots sport
Faced with a backlash from the Australian community about its decision to cease local manufacturing, the general manager of marketing for Holden has revealed that moving money into grassroots sports sponsorship was a key part of the car maker’s strategy to reinforce its ongoing commitment to Australia.
Emma Pinwell, general manager marketing, brand and media strategy at Holden told the Mumbrella Sports Marketing Summit the company faced a major communications challenge following its decision to end Australian manufacturing.
“The biggest grassroots program we are involved in is called Holden’s Home Ground Advantage, so that’s a program we are committed to for 10 years – it’s a $5m commitment to grassroots sport, ” Pinwell said.
“We started the program in 2014 and it was at a time when Holden had just announced pulling out of manufacturing in the country, which wasn’t news that went down very well in Australia, as you can imagine, and we have been trying to deal with that ever since.
Interesting that Holden think that by throwing a bucket of cash at sponsorship for sports that Australians will think Holden has a commitment to Australia. Their commitment to Australia was shown by employing Aussies and manufacturing Holdens (proper Holdens, not Korean junk) here. Once the factory closes down their sponsorships will demonstrate no more commitment that Marlboro or Bensen & Hedges used to for motor sport or the cricket.