The Melbourne Rebels announced their principle Title Sponsor and will be known as the RaboDirect Rebels.  Sounds like a sickness or an affliction in my opinion, one might suspect they are rabid and bonkers…. well actually, the last part we know for certain!

Melbourne Rebels Media Release:

Melbourne Rebels today announced the formation of a major commercial partnership with RaboDirect, a division of Rabobank Australia and part of the international, Netherlands-based Rabobank Group one of the world’s largest financial institutions.

The five year agreement will see Australia’s new Super Rugby franchise enter international competition in February 2011 as the RaboDirect Rebels.

RaboDirect Rebels Chairman, Harold Mitchell AC said, “This is not just a naming rights deal. It is a true alliance between two organisations that place the highest value on community engagement and commitment.

“Both have a passionate belief in the capacity of sport to foster community co-operation, leadership and excellence. Our presence on the national and international sporting stage provides the foundation for a partnership that will be of enduring benefit.”

On signing the deal, Greg McAweeney, RaboDirect General Manager, also highlighted that alignment of values was fundamental to the deal.

“Our partnership will be all encompassing and we are very excited by Rod Macqueen’s vision of providing more opportunities for young Australians to have a shot at becoming future Wallabies. “The fact that the RaboDirect Rebels share many of our brand values is very important to us and we plan to work together on a number of broader community projects in the years ahead,” he said.

Rabobank has a tradition of supporting global sports and cultural partnerships. It is a key partner in numerous elite sports events, notably through its support of the world’s greatest cycle race, the Tour de France.

According to Rabobank CEO, Thos Gieskes, its community focus is a key objective of the partnership. “Our relationship with the RaboDirect Rebels will enable us to live out some of our core values and in so doing promote the interests of a state that is one of our key markets.

RaboDirect Rebels CEO, Ross Oakley said, “The success of the RaboDirect Rebels will ultimately be measured by its return to the community and this partnership provides the perfect platform to achieve our goals.

“Together we will be actively investing in all levels of rugby in Victoria, from the grassroots to the elite.”