Tigers hope yel­low will turn to gold

Mercury (Hobart) - - BUSINESS - JEFF WHALLEY

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.

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