Under the two-year agreement, the brand will serve as official watch partner for the Reds, with a strong branding presence at the team’s home stadium. Ice-Watch has also designed two limited release Queensland Reds branded watches that will be available to 2014 club members.
Ice-Watch Australasia CEO Larry Porter said he was excited about the partnership, adding that Queensland represented one of the watch brand’s largest local markets.
“The Reds are a highly successful and youthful franchise, with a large and loyal following fan base throughout Queensland. Our two brands are closely aligned and we look forward to being part of the Reds success under Richard Graham,” Porter explained.
“This is Ice-Watch’s first foray into Australian sports and we’re pleased they’ve chosen Queensland Rugby. Ice-Watch has more than four million Facebook fans and speaks to young people everywhere. This youth market is important to us.”
He added that retailers stocking Ice-Watch – particularly those located in Queensland –would benefit from increased brand awareness as well as specific campaigns designed to drive consumers in store.
Commenting on the collaboration, the team’s head coach, Richard Graham, said: “The average age of the Reds squad for the 2014 season is 23. Ice-Watch is an innovative, youthful and bold brand which aligns well with our players and our plans.”
All coaching staff uniforms will feature Ice-Watch branding during the 2014 and 2015 Super Rugby seasons.
Porter explained that Ice-Watch’s success has always been based on creating “high visibility” across all of its international markets with a strong focus on music and sport.
The Belgian-based brand has previously collaborated with artists including the Black Eyed Peas, Katy Perry and Jennifer Lopez as well as colour authority Pantone and iconic Australian music event, Big Day Out.
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