Mahindra signs on as official automotive partner and founding member of Perth Bears
AutoTalk Australia reports that Mahindra Australia will back the Perth Bears as the expansion club's exclusive automotive partner through its first two NRL seasons, with the multi-year deal beginning this year and running across 2027 and 2028.
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Partnership confirmed ahead of 2027 NRL debut
Mahindra has signed on as the official automotive partner and a founding member of the Perth Bears ahead of the club's NRL debut in 2027, as reported by AutoTalk Australia. The multi-year partnership begins this year and will run through the Bears' first two NRL seasons in 2027 and 2028, with Mahindra set to be the club's exclusive automotive partner throughout that period. 1
As part of the arrangement, Mahindra will provide vehicles to support the club's operations as it prepares to enter the competition. AutoTalk Australia notes the deal comes as the Indian automotive brand continues to expand its presence in Australia, including Western Australia. 1
Signing brings together club and dealer leadership
The partnership was marked at Perth Oval, where Mahindra Australia country manager Arunangshu Roy appeared alongside Perth Bears head coach Mal Meninga and Magic Enterprises owner Richard Bennett, according to AutoTalk Australia. Magic Enterprises operates Mahindra dealerships across Western Australia, making the local dealer group's presence at the signing a direct link between the national sponsorship and the brand's WA retail network. 1
Club says partners have been chosen deliberately
Perth Bears head coach Mal Meninga said the club has been deliberate in selecting partners as it builds towards its inaugural season. "We are building the Perth Bears from the ground up and have been deliberate about the partners we bring on board," Meninga said, according to AutoTalk Australia. "Mahindra shares that commitment and our ambition to create something special from day one. Having its support as we prepare for our first NRL season is a valuable addition to the club." 1
Perth Bears chief executive Anthony De Ceglie told the publication that Mahindra's involvement as a founding member demonstrates its commitment to the new club. "Mahindra is a global automotive brand, and its decision to come on board as a Founding Member, while supporting our people with vehicles from day one, demonstrates its commitment to what we are building at the Perth Bears," De Ceglie said. 1
Mahindra frames the deal as part of its Australian growth plans
Mahindra Australia country manager Arunangshu Roy said the partnership reflects the company's plans to grow its presence in the Australian market. "Becoming a Founding Member and Official Automotive Partner of the Perth Bears is a testament of Mahindra's commitment to Australia as we continue to grow our presence in the market," Roy said, as quoted by AutoTalk Australia. "We are pleased to support the club from its formative stage and look forward to being part of its journey into the NRL." 1
Context: a global brand building Australian visibility
Mahindra was founded in 1945 and has operations across more than 100 countries, with interests spanning automotive, farm equipment, information technology and financial services, AutoTalk Australia reports. Within Australia, the brand's automotive arm has been expanding, and the Perth Bears deal places its name alongside a high-profile new sporting franchise in a state where its dealer network, operated by Magic Enterprises, is established across Western Australia. 1
The Perth Bears will enter the NRL as an expansion club in 2027, and the 2027 and 2028 seasons covered by the partnership will be its first two in the competition. Details such as the number of vehicles supplied or the financial value of the multi-year arrangement were not set out in the AutoTalk Australia report. 1
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