Length of contract: 3 years | Annualised value: US$600,000 | Overall value: US$1.8 million

The Brisbane Lions Australian Football League (AFL) club has secured a new three-year deal with its major sponsor, the Bank of Queensland. The Australian Rules Football team and the state's largest bank have been partners since 2002. Australian Rules Football is the most popular spectator sport in Australia.

Under the terms of the deal, Bank of Queensland will receive prime electronic scoreboard branding, multiple corporate facilities, matchday activities sponsorship and chairman's circle match-day function entitlements at the Gabba, Queensland's famous 42,000-seater stadium. A number of Lions players have appeared in television advertisements for the bank.

"Bank of Queensland and the Brisbane Lions keep succeeding as partners because we're both heavily focussed on customers," said Lions chief executive Michael Bowers. "We believe in delivering personal service and having an intimate relationship with our members - which is exactly the way Bank of Queensland does their business. We've shared a lot of business acumen, innovation and passion in the pursuit of excellence since 2002, so it's extremely gratifying to have them re-sign with us during these turbulent economic times."

The deal comes as a welcome boost to the Lions, after the club announced an annual loss of US$1.4 million last December.