Port Adelaide chief executive Keith Thomas with SA Premier Jay Weatherill, left, at the launch of partnership between the club and Foodbank. Picture: Sarah Reed Source: The Advertiser
PORT Adelaide is standing tall in the corporate sponsorship world again - and the Power will not abandon the charity that gave the AFL club its "good citizen" look to achieve that aim.
Port this week is dedicating its AFL home game against Richmond to Foodbank's End Hunger campaign and is staying true to the charity for the next three years.
Foodbank's logo - which appeared on the club jumper until French car manufacturer Renault signed up as a major sponsor in the summer - will appear on the Power team shorts for the next three seasons.
The joint partnership will be incorporated in the Power Community Limited arm of the Port Adelaide Football Club, which works with schools and indigenous communities.
"Our commitment is not waning - it is evolving and growing stronger," Port chief executive Keith Thomas said yesterday.
Thomas does not dismiss the cynicism that came with Port's alliance with Foodbank last year.
The criticism has less credence today when Port is again a corporate darling and still offering valued AFL exposure and time to Foodbank.
Power footballers, from left, Dom Cassisi, Matthew Lobbe and Brett Ebert show off their new-look guernseys with Foodbank logos. Picture: Sarah Reed
"We can't hide from the fact we were unappealing last year," Thomas said.
"Linking up with Foodbank gave us the opportunity to be seen as a good citizen by giving back to the community rather than taking.
"We wanted to be seen as doing good things in the community. That was to open opportunities for us to a different type of corporate backer.
"A year later the corporate world is seeing our link with Foodbank in the true light.
"We believe in our role to help the community and we certainly believe in Foodbank's mission to end hunger.
"We have helped raise awareness of hunger in society at a time when Foodbank had little visibility. Now we are making a long-term commitment to Foodbank.
"We knew we could not keep Foodbank's End Hunger logo on our jumper when the corporate sponsorship returned, but we're signalling our commitment by putting the logo on our players' shorts for three years."
Staying true to Foodbank comes as the Port Adelaide Football Club has lifted corporate sponsorship by $500,000, increased its membership by 10 per cent to add $1 million to its coffers, merchandise sales by 30 per cent and home crowds by 54 per cent.
Foodbank has gained from helping to repair Port's public image.
The charity's sponsorship with the Power generated $1.1 million of national media exposure for the End Hunger campaign.
It raised $283,000 to fund Foodbank supplies and programs, which generated 500,000kg of food. This amounted to 200,000 meals for 50,000 hungry South Australian families.
Foodbank's increased profile by being attached to an AFL club allows the charity to walk into more than 600 new opportunities for corporate backing.
In the Port deal this includes links to the Bendigo Bank, the Walker Corporation, Envestra, Transfield Services and The Advertiser.
The fundraising will continue on Saturday with Port fans asked to pick up "Cans of Opportunity" at Gate 3 at AAMI Stadium. These are to be returned to the club by September 6, with every dollar raised going directly to Foodbank.
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