STH Australia building market leading position with latest partnership announcements
STH Australia has announced a series of new partnerships that builds upon its recent successful launch in the country.
It has agreed two exclusive travel and non-exclusive hospitality partnerships – the first with Melbourne Storm, one of the leading National Rugby League (NRL) teams, and the second with Melbourne Racing Club in relation to its prestigious Caulfield Cup Carnival.
The STH Australia team has also agreed an agency appointment with NRL Travel to develop ticket-inclusive travel packages to key rugby league matches and resell existing travel packages to its own extensive global customer base.
Finally, STH Australia has entered into a hospitality agency partnership with Moonee Valley Racing Club offering customers access to the renowned Legends Lane.
These new rights to major Australian based events complement STH Australia’s appointment as the Official Travel Agent for Rugby Australia and as an Official Travel Agent to the Rugby World Cup 2023 in France and ICC T20 Cricket World Cup 2021 in India.
“This is a crucial moment in the development of STH Australia as it means we have substantially strengthened our position in Australia,” said Simon Jefford, the CEO of STH Group.
“Last year we opened an office in Sydney on the back of a six-year deal with Rugby Australia and the creation of a new brand, Wallabies Travel. The recent announcement of our new partnerships means that our team in Australia has quickly established itself as the most innovative and exciting travel and hospitality provider in the country and secured its position as a market leader.”
The partnership with Melbourne Storm gives STH Australia the rights to exclusively manage the travel of its rugby league supporters under the banner of “Melbourne Storm Tours”.
The initial two-year agreement is the first time that the Storm has been involved in an official travel program for its fans.
STH will provide packages for Storm fans across the world with ticket-inclusive travel tours to follow the team at home and away. They will also be able to offer hospitality at the AAMI Park stadium as an Official Hospitality Sales Agent.
The deal with Melbourne Racing Club allows STH Australia to exclusively deliver official travel packages for the Caulfield Cup Carnival under the new brand called “Caulfield Cup Travel”.
The initial three-year agreement will be the first time that the Caulfield Cup Carnival has had its own official travel program for fans of the three-day spring racing event.
STH will develop, market, sell and deliver Caulfield Cup Carnival ticket-inclusive travel tours worldwide. STH will also be able to offer corporate hospitality in an exclusive curated Heath Enclosure Marquee that will be designed and delivered by STH Australia itself, which will be the only public access to the premium Heath Enclosure Marquee.
On top of those two important new partnerships, the two-year agreement with NRL Travel gives STH Australia the rights to develop its own ticket-inclusive travel packages to key NRL events, including the NRL All Stars, NRL State of Origin Series, NRL Magic Round and NRL Grand Final.
STH Australia has also formalised a partnership with golf pro and PING ambassador John Corbett to develop and deliver premium unique leisure golf experiences.
“We are delighted to be able to announce these significant new partnerships with three of most respected and prestigious sporting organisations in Australia who host some of the most popular events in the sporting calendar,” said Sam Chadwick, General Manager of STH Australia.
“This is a major step forward for STH Australia and demonstrates the mounting reputation we have in the market for our ability to deliver unique and memorable spectator experiences at the very biggest events in the Australian sporting calendar.”