nib commits 50% of sponsorship support to women’s sport
nib Group (nib) has announced its brand partnerships portfolio are now equally represented by men’s and women’s sporting teams across three top tier codes, NRLW, AFLW and Super Rugby Aupiki (NZ).
nib has recently signed on as the Principal Sponsor of the Newcastle Knights NRLW team and the Blues (NZ) Women’s team in preparation for their inaugural season launch in 2022.
In addition, the health insurer will continue as the Joint-Major Partner of the Richmond AFLW team for another season, while moving to the coveted front of jumper position. This also sees nib as major partner and front of jumper sponsor of the equivalent men’s teams for all three codes.
nib Chief Executive Australian Residents Health Insurance, Ed Close said the partnerships signify nib’s commitment to paving the way for greater representation of women and diversity in sport.
“While research shows that more than half of Australian women over the age of 15 participate in sport or physical activity*, there is still a large discrepancy in the total amount of sponsorship funding and broadcast coverage received. For example, last year women’s sport accounted for around 10% of the total live sport broadcast coverage in Australia**,” Mr Close said.
“We believe that in order to see this long-awaited movement of greater representation of women in professional sport succeed, more businesses need to come on board to help create these opportunities through sponsorship support,” he said.
Mr Close said nib also recognises that these sponsorships represent much more than simply logo and brand recognition and can be a driver for real change.
“We’ve allocated part of our partnership funding with the Blues Women’s team in Auckland to go towards the development and wellbeing of the team. We understand that a number of the players may have careers, education and family to support outside of the sport and we hope to use this funding to help make the life juggle as easy as possible so they have the best opportunity to play sport at an elite level,” Mr Close said.
nib has also invested additional sponsorship funding into the Korin Gamadji Institute (KGI), established by the Richmond Football Club in 2011 to support the development of Aboriginal and Torres Strait Islander youth leadership.
“To continue our commitment to Aboriginal and Torres Strait Islander health, our partnership agreement includes dedicating additional funding to the KGI to enable them to hire a dedicated Aboriginal and Torres Strait Islander psychologist for their REAL Healthy Program,” Mr Close said.
“Aligned with a key commitment in our Reconciliation Action Plan, we’re proud to be partnering with Richmond, who are leaders in this space, to develop meaningful partnerships that help to improve the quality of life and health for Aboriginal and Torres Strait Islander peoples.”
“We’re also looking forward to welcoming Angela Burt, KGI’s Head of Programs, to our internal RAP Advisory Committee, who will provide invaluable support as we continue to deliver our RAP commitments in a meaningful and culturally safe manner,” he added.
Throughout the 2022 season and beyond, nib is committed to expanding its partnerships alongside all three clubs to continue to amplify women’s voices, promote healthy lifestyles among nib members, the community and Aboriginal and Torres Strait Islander peoples, while also encouraging greater participation of women and girls in both grassroots and professional sport.
*Sport Participation in Australia (2021), https://www.clearinghouseforsport.gov.au/kb/sport-participation-in-australia/participation-statistics-and-trends.
** Deloitte Australia’s Technology and Media Predictions Report 2021, https://www2.deloitte.com/au/en/pages/technology-media-and-telecommunications/articles/tmt-predictions.html