03 Sep 2026 01:19am
Rio Tinto has built its sports sponsorship strategy on engaging employees and communities in the areas where it operates.
The resources company’s communications team manages partnerships with the Perth Wildcats (NBL), Perth Lynx (WNBL), Brisbane Broncos (NRL), Queensland Reds (rugby union), Australian Athletics and the Brisbane Marathon Festival.
It also backs the Royal Flying Doctor Service in WA and Queensland through other parts of the business.
Rio Tinto says its sports sponsorships are assessed against three priorities: employee and community engagements as well as reputation/profile.
It measures the third as an outcome of delivering effectively on the first two.
The workforce is concentrated in the Pilbara, Gladstone and Weipa.
This influences how the Rio Tinto activates sponsorships and distributes benefits beyond capital cities.
Its principal advisor sponsorships, Ash O’Rourke said, “Authenticity isn’t just in how you execute a partnership, it’s how you manage it from start to finish.”
The company consults athletes, coaches and other club personnel before signing major sports agreements.
This allows them to raise questions about Rio Tinto and the resources sector.
Once a sponsorship begins, Rio Tinto uses data from sports marketing agency, Two Circles to monitor how it is performing across its three priorities.
It tracks employee and community engagement during a partnership and adjusts activations if the results fall below expectations.
“If something’s not working, why wait until the end of the season or the end of the contract term to make that adjustment?” O’Rourke said.
“Measurement shouldn’t be a postmortem.”
Rio Tinto used the findings from its Perth Lynx partnership when negotiating its next agreement with Sports Entertainment Network, which owns the WNBL basketball team and the NBL Perth Wildcats, which are now owned by entrepreneur, Mark Arena.
The data showed the partnership was performing strongly with employees and the community, giving evidence to help shape the structure of the new agreement.
The same community focus led Rio Tinto to take the Wildcats to Karratha for a historic pre-season game against the Cairns Taipans last month.
It was a first NBL game to be played in the Pilbara.
The sell-out match coincided with the 60th anniversary of the sponsor’s iron ore operations in the region.
It formed the base for a three-day visit involving community and coaching clinics.
About 500 children attended special clinics, while local basketball officials and up-and-coming stars got professional tips from Wildcats’ coaches.
Rio Tinto plans to take the Perth Lynx Karratha next year.
It applies a similar approach to its long-running Queensland Reds rugby union state team partnership, taking players and programs to Gladstone and Weipa.
Activities include community clinics and opportunities men and women players to visit local schools.
The company also uses its partnerships to increase awareness of aluminium’s role in recyclable consumer products.
Rio Tinto co-launched branded aluminium drink bottles with the Wildcats, Lynx and Brisbane Broncos in April which are its first direct-to-consumer product.
Revenue from sales of the bottles will be used for community and grassroots activities connected with the partnerships.