Force secure multi-year Principal Partnership with Altrad

Fri, Feb 11, 2022, 1:30 AM
by Western Force Media

The Western Force is delighted to announce Altrad as the new Principal Partner on a multi-year deal. The partnership commences immediately ahead of the upcoming 2022 Super Rugby Pacific and Super W campaigns.

The four-year agreement will see Altrad’s logo displayed on the front of the home and away jerseys for all Force teams including the men’s and women’s teams, as well as the training wear, throughout the season.

Altrad is a global provider of industrial and asset integrity services, offering a range of cost-driven integrated solutions principally for the green energy, power, water, defence, mining and minerals, and oil and gas sectors. The company has operated in Australia for more than 40 years and employs approximately 2,000 highly skilled men and women across the country.

Combining the expertise of construction and maintenance group Valmec (acquired late 2021), Altrad is now positioned with a new and unique best-in-class service for the Australian market, to build, protect and extend the life of its clients' assets.

Altrad also manufactures, hires, and sells construction equipment globally and recently integrated RMD Kwikform, with offices in Australia and New Zealand.

Partnering with a world leader in the provision of industrial services and construction equipment is a fantastic development for the Force as it continues an exciting new era.

With over 42,000 employees across more than 50 countries around the world, Altrad’s aligned values and commitment to empowering people within the rugby community to make more of their world is a powerful shared vision.

Western Force Chief Executive Officer Tony Lewis believes this is a historic moment for the club that will benefit the entire Western Australian rugby community.

“Securing a long-term Principal Partner of this stature with a world-renowned reputation for their exemplary humility and integrity is fantastic,” Lewis stated.

“The Western Australian economy is fuelled by the resources and utilities sector. The partnership with Altrad not only represents their commitment to rugby but demonstrates the importance of WA in the world economy.

“Altrad, like us, are passionate about rugby and the values that are entrenched in the fabric of the game. I can’t wait to see what this relationship can produce in the years to come.”

Altrad Founder Mohed Altrad is looking forward to seeing the partnership in action.

“The Western Force is a team with a well-defined growth strategy and a strong alignment with our values and culture. We are excited about supporting this dynamic and ambitious organisation and assisting the Force teams achieve their sporting goals,” Altrad explained.

“As an employer of more than 2,000 highly skilled people across Australia, Altrad understand only too well the value of teamwork and integrity and the desire to achieve.

“We can’t wait for the Super Rugby season to start and the opportunity to cheer on the Western Force at its first home game on March 4.”

Altrad Asia-Pacific Chief Executive Officer Neil Sadler is eager to work alongside the Force over the next four years.

“I am excited about this new partnership with a like-minded and well-led organisation that shares our value and commitments to encouraging diversity of participation at all levels, whether in the workforce or out on the field,” Sadler said.

“I look forward to the many opportunities we will have to work together with the Western Force to learn and be inspired but also to share what makes Altrad such a great organisation.

“Everyone at Altrad wishes the Force teams the best of luck this year. We can’t wait for the opening games.”

The partnership has been facilitated and brought to life by Playbookx, a specialist sponsorship and sports marketing agency who were engaged by Western Force, with a strong reputation for delivering marketing and brand partnerships across sport, media and entertainment.

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