RaboDirect involves fans as brand enters fifth year of Melbourne Rebels sponsorship

RaboDirect Rebels photoshoot

A five year partnership between RaboDirect and rugby union team the Melbourne Rebels has helped the bank’s brand become “more real and tangible to people”, the bank’s chief marketer has said.

A new campaign is rolling out in market featuring nine Rebels players, five RaboDirect customers along with four finalists from the Conversion for Community grassroots rugby program which the bank runs as part of the sponsorship deal.

Speaking to Mumbrella as RaboDirect enters its fifth year of partnership with the Rebels, the bank’s group executive of marketing Greg McAweeney said: “We felt that looking for a premium sponsorship opportunity would help elevate the brand and help make this virtual brand more real and tangible to people.