Building Community and Opportunity for B2B: The Impact of AGP's Sponsorship with Easts Rugby
Sport has the power to change the world, inspire and unite people in a way that little else can, as Nelson Mandela eloquently stated.
The Eastern Suburbs Rugby Union Club, widely known as Easts Rugby, is a prominent club based in Rose Bay, New South Wales, Australia. Established in 1900, Easts has a rich legacy and is recognised for fielding competitive teams across multiple divisions, including men's, women's and junior teams. I recently highlighted how Easts Rugby Club celebrated a historic moment by winning the Shute Shield for the first time in 55 years and was named the 2024 Club Champions, a title they last held in 1971.
Easts Rugby isn't just about competition; it’s deeply rooted in community involvement. This is one of the key reasons I love being part of the club—they genuinely care about and serve the community.
Like the thousands of sporting clubs across the country, Easts relies on sponsorship from companies and local fundraising to operate.
For businesses, sponsoring local sporting groups is a great opportunity to get involved in local communities and enhance brand visibility while fostering positive community relationships.
One of Easts sponsors is Associate Global Partners (AGP), a multi-boutique investment management firm. Their purpose is to provide Australian investors with access to unique, world-class investment strategies that help them achieve their financial objectives.
I had the privilege of interviewing AGP’s CEO and Managing Director, Marty Switzer, to discuss why the company partners with Easts Rugby.
Why is sponsoring the Easts Rugby community important to AGP?
We believe in supporting community-based organisations and helping people, from men and women to boys and girls, enjoy the game of rugby. Team sports like rugby can positively impact young people both personally and professionally.
What objectives did you have when deciding to sponsor Easts Rugby?
Our goals were to build our brand, support the community, and offer an enjoyable game day hospitality experience for our clients.
What benefits have you seen for your business since sponsoring Easts?
Positive brand alignment, new business opportunities and unique experiences for our clients.
Why companies should sponsor sporting clubs
Grassroots sports clubs are vital to their communities, serving as hubs for social interaction and youth development. By sponsoring these clubs, businesses can demonstrate their commitment to local initiatives, gaining positive brand associations within the community. This engagement often leads to increased visibility at local events and a sense of loyalty among residents.
Here are some key benefits of sponsoring grassroots clubs:
Brand visibility and alignment
Community engagement
Client relationships and hospitality experiences
Business growth opportunities
Employment pathways
I’ve been a proud sponsor of Easts Rugby Club for around 20 years. I can confidently say that our partnership has not only elevated our brand and generated new business, but also strengthened our commitment to supporting community-based organisations where we can make a difference. Through our sponsorship, we’ve witnessed the positive impact rugby has on young athletes, some of whom have gone on to work with us. The values of teamwork, perseverance and leadership instilled by the sport are invaluable.
The club’s events have given us ample opportunities to engage with our clients and build relationships with Easts supporters. Beyond the tangible benefits, the community spirit and camaraderie fostered by Easts Rugby resonates with our core values. I wholeheartedly recommend supporting Easts Rugby Club to any business looking to make a meaningful impact on their community and grow their business - Marty Switzer.
Below are 3 simple steps if you wish to partner with a grassroots club:
Step 1: Initiate a Sponsorship Discussion: Reach out to the club’s sponsorship team to discuss potential opportunities, partnership levels and how your brand's values align with the club's goals and community impact.
Step 2: Define Sponsorship Objectives: Clearly outline your business objectives for the partnership, such as brand visibility, community engagement, client hospitality or employment pathways, to ensure the sponsorship delivers measurable value.
Step 3: Develop an Activation Plan: Collaborate with your local club to create a sponsorship activation plan (i.e. negotiate benefits) that maximises your involvement through events, promotions and community initiatives, ensuring ongoing engagement and visibility throughout the season.
Need help to find your next grassroots sponsorship - book a call.