Bankwest in sta­dium name bid

The West Australian - - WESTBUSINESS - Sean Smith

Bankwest has thrown its hat into the ring for the mul­ti­mil­lion-dol­lar nam­ing rights to Perth Sta­dium.

The WA-founded lender is be­lieved to be one of a num­ber of ma­jor or­gan­i­sa­tions in se­ri­ous con­tention for the rights, which are said to be worth up to $10.5 mil­lion over four years.

Bankwest de­clines to com­ment on po­ten­tial spon­sor­ships as a mat­ter of policy.

How­ever, as a so-called con­sumer-fac­ing com­pany with na­tional am­bi­tions, it is just the type of busi­ness seen get­ting gen­uine mar­ket­ing ben­e­fit from a nam­ing rights deal.

Bankwest handed over its big east coast cor­po­rate cus­tomers to its par­ent, Com­mon­wealth Bank, ear­lier this year.

But the in­creased brand ex­po­sure de­rived from a part­ner­ship with a new, high-pro­file, mul­ti­sports sta­dium would sup­port its ef­forts to at­tract more re­tail and small busi­ness cus­tomers out­side WA.

Na­tional en­ergy com­pa­nies such as Alinta and AGL, the lat­ter newly ar­rived in WA and a spon­sor of the West Coast Ea­gles, are also seen as a nat­u­ral fit with the sta­dium.

Alinta is be­lieved to have looked at the rights but opted against pur­su­ing them.

VenuesLive, which op­er­ates the sta­dium on be­half of the State Gov­ern­ment, said yes­ter­day that it had spo­ken with “a num­ber of lo­cal and na­tional or­gan­i­sa­tions about the var­i­ous com­mer­cial op­por­tu­ni­ties avail­able” at the $1 bil­lion fa­cil­ity.

“Be­fit­ting the unique op­por­tu­nity that the sta­dium nam­ing rights pro­vides, there has been and con­tin­ues to be sig­nif­i­cant in­ter­est from a range of well­known com­pa­nies,” it said.

How­ever, “in­ap­pro­pri­ate” spon­sors, thought to in­clude al­co­hol or to­bacco firms, would not be con­sid­ered.

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