Australian dental impression company Impression Healthcare Limited (ASX: IHL) has entered a non-binding Memorandum of Understanding (MOU) with the National Rugby League (NRL) to promote its Gameday mouthguard products.
Impression said this this non-exclusive agreement represents a major brand development and marketing opportunity for itself and Gameday International Pty Ltd to collaborate with a leading Australian sporting league.
The MOU contemplates the supply and distribution of Gameday Mouthguards, incorporated with the 16 NRL club logos, marks and language, within Australia and New Zealand. Gameday will have the right to distribute NRL licensed Gameday products through retail sporting stores, sporting clubs, pharmacies, certain independent stores, as well as online.
A joint marketing fund with the NRL will be established to conduct an integrated PR and marketing plan and will be allocated towards covering the cost of marketing materials, including in-store props and stands.
The combination of the NRL MOU with Impression’s high-profile brand ambassadors will assist the company to grow brand recognition and sales within the broader rugby league sporting code.
Gameday Mouthguard’s ambassador, Johnathan Thurston, of the North Queensland Cowboys said it was pleasing to see the NRL become a partner of Gameday Mouthguards.
“I am passionate about improving player safety at all levels of Rugby League and I am excited to work with Gameday and the NRL to provide quality custom mouthguards to all players across the country.
“This deal further solidifies Gameday’s growth in Rugby League”
The NRL enjoys an extensive media and television network with a cumulative television reach of more than 112M in the 2016 season and over 2.3M followers across the major social media apps.
With over 166,000 registered participants playing in some form of rugby Australia wide in 2016, the size of the market represents a significant opportunity for the company to further expand its reach into another physically-demanding sport in which mouthguards are an essential piece of equipment.
Gameday’s custom-fitted mouthguards are made by qualified dental technicians in Victoria, Australia and protect the wearer from dental trauma and other serious injuries. The Impessions CEO, Matt Weston, said they will working with the NRL to develop a mutually beneficial framework that will help to promote the high-quality mouthguards to Rugby League’s extensive player list.
Mouthguards are an imperative safety device for all rugby players and Impression now has a great opportunity to spearhead the Gameday Mouthguard into the rugby league”
Impression and Gameday have advanced negotiations with the NRL to finalise a legally-binding agreement, with the aim of executing formal documentation prior to the commencement of the rugby pre-season games.
The MOU contemplates that Gameday will pay the NRL a 15% royalty on net wholesale sales and an additional 3% for the use of club logos on all licensed products
