Over 80% of Australians claim to have an active interest in sport; it is indeed part of our national culture. It is therefore fitting that Citi partner with one of the major teams in the nation's most popular football code, the AFL.
So it was that in 2005 Citi became a major sponsor of the Sydney Swans - a year which saw the team win their first premiership as Sydney's team.
We are very proud to be a partner of the Swans because of their unfailing adherence to a culture which puts the team first and has a total lack of tolerance for ill-disciple on or off the field. Most importantly, it is not a culture which is the result of a top down directive but has been developed, implemented and enforced by the players themselves.
It is a sponsorship which has paid handsomely in terms of brand building, relationship marketing for businesses, and as a source of pride for employees across a wide range of business within Citi in Australia. Go Swans.