Bon Jovi's 'Our House' to be new anthem for the NRL
The National Rugby League can today unveil the biggest advertising coup in Australian sport with super group Bon Jovi coming to 'Our House' in a sensational new Telstra Premiership marketing campaign.
Rated the world’s number one touring act after playing to 1.5million fans in 2010 and having amassed 125million album sales in a career that has produced major hits in each of the past three decades, Bon Jovi agreed to license a song, 'This Is Our House', to the NRL. The song was written with international sports marketing in mind and has already been used successfully in the US in association with the NFL.
Today's signing follows months of careful planning to secure a theme that captures the energy, excitement and scale of the most thrilling competition in world sport.
Having identified the track last year, the NRL and its advertising agency MJW commenced discussions during the band's phenomenally successful Australian tour which included sell-out shows at the Sydney Football Stadium, Suncorp Stadium and Etihad Stadium, and this week those negotiations resulted in Bon Jovi's management agreeing to a three-year deal with the NRL for the exclusive Australian Rights to 'This Is Our House'.
"It is an exciting win for the game and a clear statement about the scale of year ahead,” National Rugby League Chief Executive, Mr David Gallop said.
"This is a watershed year for Rugby League in a number of ways and on the field the opportunities have never been more thrilling. We can genuinely talk of sixteen teams going into the year believing they can win and the closeness of the competition breeds thrills at every turn.
“People are signing up to join their clubs in record numbers and boys and girls are signing up to play in record numbers. There is a real buzz in the air around the Harvey Norman Rugby League All Stars and the interest in the game has never been higher."
Jon Bon Jovi witnessed first-hand during his recent tour the passion of Rugby League people like South Sydney owner, Russell Crowe and adoring fan, Wests Tiger skipper Robbie Farrah, who presented him with a jersey last year and who has his own autographed Bon Jovi guitar:
"Having led an American Arena League football team from inception to championship and as a lifelong sports fan, I know the intensity and dedication that goes into cheering on your team.
“We wrote ‘This Is Our House’ to be a sports anthem and ‘House’ has found a home in the US on the playing fields of the New York Rangers, the New England Patriots, and the NFL.
“This new partnership with the National Rugby League to bring the song to Australian Rugby League gives me great satisfaction. Having played countless stadium shows in your country, I know for a fact that your fans know a thing or two about marking your turf and staking your claim."
The track 'This Is Our House' is a ‘home-ground anthem’ that will be echoed by fans at every NRL venue. It will feature in sixty second commercials from March 2 and will be integrated into a range of NRL activities.
The Nine network has already committee to incorporating the theme into its telecasts of the Telstra Premiership.
"This is a great opportunity for the game," NRL Director of Marketing and Commercial Paul Kind said today.
"Rugby League advertising has featured some amazing names from Tina Turner to Tom Jones and the Hoodoo Gurus and it has always looked for anthems that capture the game’s unrivalled passion and excitement - ‘This Is Our House’ will do just that.
“Its chorus 'This is our house, these are our people and this is our town' captures the feelings of every fan at a home venue.
“It does so in a way that is a celebration of how people feel about their team rather than with any sense of hostility. This song takes people on an emotional ride and that is what the Telstra premiership is all about.
The full track will be available on www.nrl.com in early March.
Bon Jovi Notes:
Jon Bon Jovi, Richie Sambora, David Bryan and Tico Torres together form one of Rock and Roll’s all time ‘Super Groups’.
Their 1986 Album Slippery When Wet launched them into the big time with standards ‘Livin' on a Prayer’ and ‘You Give Love a Bad Name’.
They have produced world-wide hits in the eighties, nineties and ‘two-thousands’ playing to over 34million fans in live concerts and selling 125million albums.
Billboard has recently confirmed them as the number one touring band in the world as of December 2010 with gross sales of $146m world-wide. It is the second time in three years Bon Jovi have claimed the title.