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Case Studies / QANTAS and Signature Sport

QANTAS and Signature Sport

Over its long history, QANTAS has firmly established itself as a true Australian icon. With the burgeoning interest in professional cycling in recent years, Signature Sport approached QANTAS with a plan for them to become highly visible supporters of some of our top cyclists.

Affectionately known as ‘The Flying Kangaroo’, QANTAS is an important brand in the Australian landscape. As the country’s national airline, it has developed a strong association with our athletes competing on the world stage, particularly at the Olympic and Commonwealth Games.

Leading up to the 2012 Olympic Games in London, Signature Sport and QANTAS formed a partnership to help support Olympic cyclists Matthew Goss, Jack Bobridge and Cadel Evans. A program of media appearances gave many Australians the chance to get to know these incredible athletes and allowed QANTAS to leverage the growing popularity of the sport here.

Following the success of this program, QANTAS became the major sponsor of ‘Suit Up & Ride’ in 2013, a charity event for Orygen Youth Health. Headed by 2010 Australian of the Year, Professor Patrick McGorry, Orygen is dedicated to improving the mental health of young people in Australia.

Suit Up & Ride participants must wear a suit or uniform while they race Melbourne BikeShare bicycles around Alexandra Gardens. Over its four years, the event has raised more than $270,000 for Orygen, and the 2013 event – featuring Matt Goss and Cadel Evans – was its most successful yet.

As major sponsor, QANTAS received wide media exposure and is proud to be associated with such a worthwhile organisation –  so much so, it has committed to sponsoring the event into the foreseeable future. In fact, QANTAS and Signature Sport have now extended their relationship, with a number of exciting opportunities planned.

Details

On-going partnership

Related

Cadel Evans profile

Matt Goss profile

External links

QANTAS

Suit Up & Ride