Edelman Melbourne grows community engagement portfolio with one of the AFL’s most established clubs
Melbourne, May 21, 2012 – North Melbourne Football Club has appointed Edelman as a strategic corporate, brand and social communications partner. Edelman will work with the club to develop its corporate social responsibility communication strategy, and to help North build new relationships amongst the global CSR community.
“A strong community is the foundation of every football club and our commitment to community issues is critically important to our club’s success,” said North chief executive, Eugene Arocca.
“Our club motto is ‘Victory demands Care’, and we believe that by living up to that motto we can help tackle everyday community and social issues through education and community programs delivered through the club.
“We’re excited to be working with the Edelman team. We know we have a fantastic story to tell, and Edelman will help us tell it in new ways, to a wider audience than we’ve ever reached before.”
Edelman’s brief with North will span the breadth of the club’s community footprint strategy – from building an online community around club initiatives, to helping the club assert its credentials as an innovator in social cohesion.
Grant Smith, Edelman Melbourne General Manager, said the appointment reinforced Edelman’s strength in community engagement and CSR communication.
“Through proprietary, global research such as our Trust Barometer and goodpurpose studies, we know that consumers are increasingly demanding companies pursue ‘profit with purpose’,” said Mr Smith.
“Sport plays an immensely important role in the fabric of Australian society, and we are delighted to be working with the North Melbourne Football Club to help make a real contribution to a stronger, more cohesive community.”
Earlier this year the club announced a significant strategic partnership with World Vision. In 2009, North opened the doors to The Huddle, a groundbreaking community classroom dedicated to nurturing education and community engagement programs for tens of thousands of children and adult migrants.