Wellington comes to Wollongong, sponsors and all

Brands agree to sign sponsorship agreements with sporting teams for a number of different reasons. They might want to be associated with a successful team, or simply get their logo across the eyeballs of thousands of hyped-up sports fans as they watch games either in-person or on TV.

But when New Zealand-based sponsors of the Wellington Phoenix signed on with the team, it’s unlikely that the plan was to have prime brand advertising 2,221km away from the target audience, in front of people living in an entirely different country.