Steamers secure new sponsor
The Bay of Plenty Steamers can sleep a little easier now.
The division one rugby team has secured Sleepyhead as an associate sponsor for the remainder of the Air New Zealand
NPC.
The Steamers’ marketing manager Murray Keith says the sponsorship is in welcomed cash. It will help to pay the
considerable team expenses incurred in running an NPC first division campaign.
Now in its second season of division one rugby and yet to win a game, the Bay team is fighting to retain its place in
the premier division.
“This is a timely boost for the team and is going to give us increased momentum as we head in to the second half of the
championship,” Mr Keith says.
The Steamers’ previous sponsor has scaled back its involvement and the team was left without both a naming rights and
an associate sponsor at the start of the competition in August.
Sleepyhead marketing manager Alastair McLaren says the sponsorship provides excellent benefits both for the bedding
manufacturer and for the team.
“When we found out through the media the Bay needed help we decided the profile was a good fit and we moved quickly to
become involved,” Mr McLaren says.
“The Steamers reflect all that is good in the NPC. While the boys haven’t won this season, the side is playing well,
has good support and demonstrates how hard work, plain grit and determination are the basics of good teamwork.”
The deal was put together at short notice by a mutual contact, Murray Brown of Carnegie Sports, who works with both
parties on sponsorship opportunities.
The Steamers’ Murray Keith says the team has had some narrow losses and yet has accumulated five bonus points by scoring
tries and finishing close to its opponents.
“Don’t worry, we’re not going to lie down on the job,” Mr Keith says. “The target this year is to gain an elusive win or
two to ensure we’re not stuck at the bottom of the ladder and have to play in promotion–relegation.
“It costs hundreds of thousands of dollars to run an NPC campaign. Getting in to bed with Sleepyhead has lifted some of
the financial burden but we are still looking for a naming rights sponsor.
“It’s difficult if you’re not one of the big city unions and with our players spread across quite a big area it makes it
quite costly to run an NPC campaign. We’re really grateful for Sleepyhead’s support,” Mr Keith says.
For its investment, Sleepyhead gets its name on the side’s jerseys as well as signs at the Rotorua International Stadium
and Tauranga Domain grounds which will provide exposure to spectator and television audiences.
Sleepyhead also supports the Capital Shakers Wellington netball team.
The Bay of Plenty Steamers has five games left in the Air New Zealand NPC kicking off with a match against Taranaki in
New Plymouth on Sunday (September 15).