St Kilda the latest to feel brokers' love

by Mackenzie McCarty03 May 2012

A leading brokerage has joined the mortgage industry's rush to partner with the nation's leading football teams, having announced a partnership agreement with Victorian AFL team St Kilda.

Mortgage Choice will promote its online business via the arrangement, which will see the brand feature on St Kilda's coaches' box, match-up boards, media backdrops and website.

CEO of Mortgage Choice Michael Russell said the deal aims to drive national brand awareness and attract a stronger customer following in Victoria, for both Mortgage Choice and

A two-year agreement, Mortgage Choice will also be entitled to leverage the club's supporter database, which the brokerage said it will use to power national business opportunities.

"We were attracted to the fact that St Kilda has a huge supporter base and one of the most powerful business networks in the sporting industry,” Russell said.

In February when announcing its half-year results, Russell put an 8.5% decline in net profit after tax for the Mortgage Choice business down to the performance of the comparison website.

"“While did not perform to revenue expectations, and was the prime reason for lower than expected net earnings, we have implemented the necessary changes to remedy this result," Russell said at the time. "Adjustments include a complete management restructure."

The Mortgage Choice announcement is only one of a number of recent deals signed by the industry, with Firstmac partnering the NRL's Brisbane Broncos, and AFM announcing deals with theAFL's Greater Western Sydney Giants and the NRL's Canterbury-Bankstown Bulldogs.

Related stories:

Mortgage Choice announces profit results