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The sponsorship arrangement, worth $80,000 for each tournament, will allow the City to boost local economic activity and build on Sydney’s reputation as a popular destination for tourists and foreign students.
Sydney City will use its International Student Ambassadors to promote Sydney to prospective foreign students in a social media campaign that will see them attend warm-up and competition matches and take part in trophy ceremonies with popular ex-players.
About 40 students will be invited to showcase their lives in and out of the classroom through video content, and engage with their peers back home via the social media hashtag #myfuturesydney.
“We are delighted to support the Cricket World Cup and AFC Asian Cup, two sporting events that will bring much economic activity and excitement to Sydney,” Lord Mayor Clover Moore said.
“All of the Sydney matches for the Cricket World Cup will be played in our local government area at the SCG, and Paddington and Surry Hills are set to become official supporter bases. We will work with local bars and cafes to decorate their premises and capitalise on the business opportunities the WC offers.”
“The seven Sydney matches of the AFC Cup are a chance to strengthen cultural, social and economic ties with our Asian neighbours through football, and will also give businesses in the hospitality sector a boost.”
“Through both tournaments, our student ambassadors will be encouraged to tweet and post scenes to all their followers back home and build on our reputation as the most popular destination in the world for international students.”
Complimentary services provided by the City will include distribution and display of marketing material at community and service centres and libraries.The tournaments’ official TV commercials will also be broadcast at those centres.
Tournament content will be published on the City’s What’s On website and social media channels, fees will be waived for the use of outdoor facilities, and administrative support will be provided to help make both events successful.
The Asian Football Confederation’s Asian Cup will see 32 games played between Asia’s top 16 teams in five host cities over three weeks from 9 January. More than 500,000 people are tipped to attend matches, including 45,000 international visitors.
The ICC Cricket World Cup will mark the tournament’s fortieth anniversary, with 49 matches to be played across Australia and New Zealand from 14 February to 29 March. The previous World Cup, in 2011, was watched by 953 million people across 182 territories. The 2015 event is tipped to see a 1,000 per cent increase in Twitter activity and 45 per cent increase in Facebook use.
