It's Just Un-Australian

Bundaberg Rum is pulling out of sponsorship of all Australian sport and only focusing on international sporting events. If my sources are correct this is a major blow to the NRL at a time when it cannot afford to lose major sponsors after Harvey Norman also pulled out earlier in the year as the major sponsor of State of Origin.

As a resident of Bundaberg it is intriguing to hear that an Iconic Australian drink no longer wants to be associated with sport within the country and is only focused on the international scene. This would indicate that Bundaberg Rum is preparing to make a global launch of it's brand.

The NRL currently states Bundaberg Rum as "the proud naming-rights sponsor of Bundaberg Friday Night Football, Bundaberg Super Saturday Football and the official dark rum of the National Rugby League".  This highlights either the NRL don't know yet or are waiting for an official announcement from the international owners, Diageo, before any statements are made. If the facts are true, the NRL needs to make a move quickly in a market where sponsorship if highly competitive.

Diageo also needs to be careful in how it handles this situation. Everyone know Bundaberg Rum is a well established drink within Australia but a poorly handled change in sponsorship strategy that may be seen as Un-Australian could have a damaging effect on the brand that may cost more than what the sponsorship did.