By Patrick Avenell
SYDNEY, NSW: Internet security provider Trend Micro has very quietly launched itself into the consciousness of the working class, Channel 9 viewers and Queenslanders by becoming the new shorts sponsors of the Wests Tigers NRL team.
Although it not unusual for consumer electronics companies to sponsor rugby league teams (see Hisense Sharks and Sanyo Panthers), this is a bold step into abstract branding for a company in the information and online security business.
With rugby league especially popular in Sydney western suburbs – which is not exactly where the Wests Tigers are based – this is a move towards securing some significant brand recognition within one of Australia’s most densely populated aspirational demographic.
It is also an area well-serviced by Trend Micro’s retail partners, meaning that Trend Micro may gain a slight competitive edge over rival brands when consumers make purchasing decisions.
Unfortunately, Trend Micro has not yet engaged the services of any players to make some comparisons between having a tough defence on the rugby league field and having a robust firewall on your computer.
Look out for the Trend Micro logo this Saturday night when the Tigers play away to North Queensland. The Cowboys themselves are sponsored by Harvey Norman.