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ASX-listed lender Pepper has become the principal partner of St. Kilda Football Club and unveiled a new customer-facing brand.
The specialist lender announced on Friday that it has joined forces with The Saints for a three-year corporate partnership, the only financial services brand to be associated with the AFL team.
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“As a founding club of the Victorian Football League, St Kilda has a strong heritage in the AFL and Pepper is excited by the opportunity to be associated with such an iconic Australian sporting organisation,” Pepper co-group CEO Patrick Tuttle said.
“As a club, The Saints proudly supports ambition, celebrates achievements and encourages all who are connected with it to aspire to its philosophy of ‘How I Want To Be’. These values are mirrored in Pepper’s culture, where we believe that everyone deserves the help and guidance necessary to realise their personal and financial goals."
Pepper is seeking to boost awareness of its brand in key AFL states nationally and in particular, Victoria. The loyal St Kilda fan base represents the type of customers Pepper typically works with to help them get ahead in life, whatever their circumstances.
As part of the partnership announcement, Pepper will also unveil its new consumer-facing brand ‘Pepper Money’, which will be introduced over the course of 2016.
“Following an extensive, and ongoing, period of acquisition, growth, and an ever-expanding suite of lending products, Pepper is embarking on a comprehensive rebranding exercise to better explain what products we offer to consumers,” Pepper’s co-group CEO Mike Culhane said.
“To be named principal sponsor of St Kilda is a defining moment in Pepper’s story, bringing our brand to a wider audience of sporting fans in Victoria and across Australia, as well as expanding on our existing sporting relationships with the Western Sydney Wanderers and as naming rights sponsor of Pepper Stadium,” he said.
Pepper shares the principal partnership role with Dare Iced Coffee.
[Related: Pepper announces Christmas discount]
