With the excitement mounting in Melbourne for tonights big game with the RaboDirect Melbourne Rebels playing the NSW Waratahs at AAMI Stadium in the FxPro Super Rugby, everyone is waiting with anticipation to see how the 2012 season starts in what is the second game of the competition.

Rugby is the sport of gentlemen. I remember years ago going up to Brisbane to watch Australia play Italy at Ballymore Stadium. Everyone was well dressed, drinking champagne and premium beers, chatting away. The stadium was full of professionals and die hard rugby fans. The atmosphere was exciting and full of life.

Of course the Kiwi's vs the Aussie's is the biggest match in the game particularly if you are from either of these countries.

Sponsorship is a hard one to measure. I know Qantas do an amazing job with their sponsorship of the Formula One in Melbourne each year. You would have to be sleeping under a rock if you didn't associate Qantas with Formula One in Australia. Their marketing team does a phenomenal job of maximising their sponsorships.
FxPro Super Rugby Tonight @ AAMI Park - How to make your sponsorship work

FxPro is new to Australia but well known in the rest of the world. They are the world's leading foreign exchange platform. You can sit anywhere in the world, trading currency on their platform which is simply world class and the best in the industry.

They are known for their sports sponsorships. Last year they sponsored the Virgin Racing Team in the Formula One. This year, since their launch in late 2011, they have taken up the naming rights sponsorship for the Super Rugby. In no time at all, everyone will know the FxPro brand and what they do.

They also invest heavily in PR and game day promotions. Like FxPro on Facebook and you will likely find yourself with 2 good tickets to a FxPro Super Rugby game.

The ever delightful Sophie and Raihan from the Marketing Eye Melbourne office, who will be helping the promotional girls at the game tonight, tried on for size the FxPro shirts. Gorgeous!
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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