It's been a long time coming but the bling is back for Sydney FC who are set to receive well over $1 million from their front of shirt sponsorship deals this season after signing a club-record partnership with The Star.
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The Sky Blues ended their lengthy search for a main commercial partner this season after announcing the two-year deal with Sydney casino on Thursday afternoon which will see it branded on the front of their A-League jersey. Fairfax Media understands the deal is worth nearly $900,000 per season, putting it within touching distance of the average value of front of jersey sponsorship deals of Sydney-based NRL clubs.
That figure is set to soar well over a million dollars by the end of the season once an Asian Champions League jersey sponsorship is finalised by early 2018. It's unlikely a front of shirt sponsor for the continental competition will be finalised before Sydney's group stage partners are drawn with potential opponents heavily influencing the value of any deal.
Combined with their other jersey and kit sponsors Kennards Hire, ITP and Beechwood Homes and UNSW, Sydney FC already will have one of the most valuable in the A-League alongside Western Sydney Wanderers who have an agreement with NRMA Insurance and Melbourne City whose front of shirt sponsors is Abu Dhabi-based Etihad Airlines.
Sydney will have the casino and entertainment brand on the front of their jersey's for Saturday night's derby against the Wanderers at Allianz Stadium.
"I am delighted to be announcing this partnership and to be welcoming The Star Sydney into the Sky Blues family for the next two years," Sydney FC chairman Scott Barlow said.
"We are two of Sydney's most iconic brands coming together. The Star and Sydney FC are companies dedicated to providing premium entertainment to all Sydneysiders. We believe it is a great fit and we're excited by the opportunities it presents."
The Star was controversially involved in a sponsorship deal with NSW Blues during the recent Origin series. They also have sponsorship agreements with South Sydney Rabbitohs, Big Bash cricket team Sydney Sixers, the Sydney Swans and the Australian Turf Club.
Sydney's previous front of shirt sponsorship with Webjet was understood to be worth about $500,000 per-season.
