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Published on September 2nd, 2021 | by The GC Team

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AO signs on as Sharks’ new principal partner

Online electricals retailer AO has entered a new long-term partnership with Rugby club Sale Sharks as principal front-of-shirt sponsor.

The South Stand at Sharks’ AJ Bell Stadium will be renamed and branded as the AO Stand as part of the multi-year deal, with work on the rebranding starting straight away, ahead of the new season.

“And the AO influence on the supporter matchday experience won’t stop there,” according to the retailer. “Ahead of the new season the team are working on special giveaways, half-time activations on the pitch and promotions outside the stadium before after fixtures.”

The Bolton-based firm will also work closely with the Sharks Community Trust, the club’s charitable arm, to create and launch ‘Are you AO-K?’, a “life-changing” mental health programme in schools across the North West.

Sharks CEO Sid Sutton said: “I have no doubt that this is a partnership that’s going to drive the club onto the next level both on and off the pitch.

“We’re embarking on a new era for the club and we want to work alongside partners who we can grow with and who share our ambition, our passion for the north and our values.

“AO puts its customers and the community at the heart of everything they do in the same way that we put our supporters right at the centre of every decision we take.

“The long-term commitment is a sign that both the club and AO believe strongly in the value and the potential of this partnership.”

Vicky Monk, director of customer and brand at AO, said: “We’re investing hugely in our brand this year and our partnership with Sale Sharks is a big part of that strategy.

“We are really looking forward to working closely together with the Trust to create and launch a highly impactful mental health programme to local schools in our region. It’s a topic that’s close to many of our hearts after the last 18 months and we’re proud to be able to play a part in making a difference for young people across the North West.”

Pictured: Sharks’ Faf De Clerk and Tom Curry

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