THE Central Wheatbelt Football League (CWFL) has joined forces with Nufarm Australia to form a unique commercial partnership that will benefit the region’s winter sporting community.

The new partnership will generate additional sponsorship revenue for the CWFL through patronage of Nufarm’s loyalty program, Topcroppers.

It could also pave the way for the inducement of similar sponsorship deals with a sharp commercial edge, between other sporting organisations and businesses in regional Australia.

The loyalty program will see sponsorship revenue generated from sales linked to Nufarm’s broadacre cropping products.

Nufarm has sponsored the CWFL for the past five years and is excited about building on the relationship.

Nufarm Western Region manager Andrew Duperouzel said the loyalty program could be worth 12 times that paid to the CWFL by Nufarm over the past five years if its

highest level was reached.

Although he declined to reveal the exact amount of the new sponsorship, it is understood the arrangement could

generate $24,000 a year from the loyalty payments.

With some of the State’s biggest and best broadacre farmers involved in the CWFL, that target could potentially be reached with minimal fuss.

CWFL chairman Ian Stanley said his committee developed the commercial partnership idea and approached several

other businesses, but they had rejected it.

Mr Stanley said Nufarm embraced the concept because it saw the sponsorship as part of its corporate responsibility to the community.

“Once we put our shoulder to the wheel and put the hard work in, this will become a very successful program and something that other leagues and sporting associations will look to follow,” Mr Stanley said.