BEARS SHOW THEIR FINANCIAL CLAWS WITH RICH NEW DEAL

27th September 2009 | by Adrian Proszenko | Sun-Herald | Back to Central Coast Bears Page

This is the moment the Central Coast Bears proved they were serious about NRL admission.

Bears chief executive Greg Florimo and Mortgage House managing director Ken Sayer have inked a multi-million sponsorship deal which will guarantee the franchise $3 million in its first three seasons in the NRL.

The North Sydney Bears are attempting to rejoin the league as a Central Coast side in Gosford in 2013 and have taken several important steps to turn the plan into reality. But perhaps the most crucial development came in the Parramatta offices of Mortgage House on Friday morning when they signed a five-year contract which will provide immediate financial benefits for both parties.

The contract, which has an extension clause, is one of the most lucrative club sponsorships in the game. While several NRL clubs, including the Roosters and Cronulla, are yet to secure a major backer for 2010, the Bears have overcome a tough economic climate - and the fact they aren't even in the competition - to sign a deal which underpins their financial strategy.

''This is a major breakthrough for the Central Coast Bears,'' Florimo told The Sun-Herald. ''We're able to deliver a premium brand into the game and we don't even have a licence yet.

''That proves our ability as a business and the fact we can deliver the game fantastic opportunities.

''It shows that a major brand wants to be part of this journey and we want the journey to end in a licence for this team.''

Mortgage House has a long association with rugby league, having sponsored teams including Parramatta, Melbourne and the Roosters. Asked why the company chose to back a team without even a guarantee of a licence, Sayer said: ''We've been involved in sports sponsorship before but we've never been there from ground zero, it has always been established clubs.

''This is significantly more hands-on for us. This is essentially one step removed from being a shareholder. When it comes to advertising, marketing, brand-building, investing in a franchise - it's all of the above.

''We hope to bring additional corporate accounts to the table as well. It's about being very close to being part of the action, without being in it.''
The Bears have already appointed David Fairleigh as coach and Brad Clyde as football manager, and have earmarked Wests Tigers forward Chris Heighington as their first signing and captain.

Other coming initiatives include the official opening of an office on the Central Coast and the launch of a foundation membership drive. ''The Central Coast Bears are the best thing to happen to rugby league for a long time and it's time for the NRL to stand up to endorse and qualify our bid,'' Florimo said. ''I think every CEO - and that includes [NRL chief executive] David Gallop - needs to take notice.''