Tigers hope yellow will turn to gold
IS the Richmond guernsey to become the most lucrative asset in Australian sport?
The Tigers might be playing in their away strip today — with coach Damien Hardwick saying he would be happy playing in hessian bags — but even with more yellow than black, a victory could elevate the value of real estate on the club’s footy jumper above that of rival powerhouses.
Top-tier AFL clubs strive to generate $2.5 million to $3 million from guernsey sponsors, front and back, every season, according to John Tripodi, chief executive of consultancy Twenty3 Sports and Entertainment.
Mr Tripodi notes this year, automotive brand Jeep re-signed as a major Tigers sponsor, as did car insurance brand Bingle last year. That both signed on again “is a ringing endorsement of the club’s current administration,” he says, estimating these two deals together fell just short of the $2.5 million mark.
A premiership flag could position the club to compete for sponsorship dollars far more aggressively.