Power set to 'drive the change'

Port Adelaide vice captain Brad Ebert checks out the Renault at the MCG. Picture: Hamish Blair. Source: Herald Sun

PORT Adelaide and its new major sponsor, French car marker Renault, have incredibly symmetry.

At Alberton, the Power has learned its traditional market is not big enough to carry it through the AFL - and it must grow its brand to new frontiers beyond the Port Adelaide 5015 postcode.

In Paris, Renault - as with so many traditional European car makers such as Fiat and the GM-owned Opel - knows its survival is based on selling cars in new markets rather than just in France.

As far as partnerships go, this is a perfect corporate marriage.

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As far as securing the future of the financially challenged and tarnished "Port Adelaide" brand, this is the deal the Power had to strike.

After three years of almost giving away space on its jumper to South Australian-based companies that could not go the distance, Port has a genuine international backer filling the void left by Vodafone's exit in 2009.

Renault is signed for three years. It will contribute at least $1.5 million to the Power's strained coffers. But in a telling statement of how new president David Koch's era will be marked at Alberton, the sponsorship is about more than money.

Koch wants connections with every sporting alliance Renault holds in motor sport, skiing and Olympic sports. He wants knowledge. He is networking Port Adelaide.

"I want us to learn from all those sporting links Renault has so the Port Adelaide Football Club can become the best in the world," said Koch yesterday.

"We want to learn the business of sport to deliver the best football club you can be associated with.

"We want to offer the best service to our members, the best experience at our games. We want to be innovative. We want to become the best football club anyone can sponsor."

Renault's marketing slogan is "Drive The Change". It is now the Port Adelaide's philosophy.

Port changed its thinking on how it presents itself yesterday by taking the Renault sponsorship announcement to the MCG. Such events are not spectator affair. In many cases it can be difficult to get the media to attend such functions.

But put it on Australia's biggest sporting stage at the MCG - as something different and perhaps controversial because of the look-away from Alberton - and there was a guaranteed media turnout that has significantly helped to increase the Port Adelaide Football Club's profile.

And that the Power needs . . . as does Renault as it seeks to sell cars in a tough market.

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