St Kilda Football Club has announced its first automotive partnership yet, by joining forces with Chery Motor Australia.
The three-year deal comes as Chery showcases its new model, the Tiggo 7 Pro, in Australia, with the vehicle unveiled at the club’s Trevor Barker Awards on October 3.
Chery becomes as the co-principal partner of the club’s AFL program and co-major partner across AFLW.
The Chery brand will feature on the back of both teams’ guernseys, plus the neckline of the men’s jumper. It will also be found on off-field apparel for both teams.
The automotive sector is an area of business we’ve been looking to enter for some time, but we feel we’ve found the perfect partner now in Chery,” St Kilda chief executive Simon Lethlean says.
“We’re both committed to pioneering our respective industries, constantly seeking to innovate and push the boundaries in order to grow and advance.
“To use our night of nights to mark such a special occasion for both businesses is a great first example of the mutual respect of this partnership, and of the excitement we both hold to launch our futures together.”
“Announcing this partnership really feels like the perfect way to round out our 150th year,” he says.
Founded in 1997, Chery exports to more than 80 countries with more than 12 million vehicles sold worldwide. The Chery global group is diversified across seven major industrial sectors including aviation, shipping and components.
“We are very excited to be partnering with St Kilda FC as their first automotive sponsor, and for the Chery brand to be entering the AFL landscape with the opportunity to connect with the Australian sporting audience,” Chery Motor Australia managing director Andy Zhang says.
“The Chery brand represents innovation, style and performance, and these attributes align perfectly with the Saints,” he says.
