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Australia's largest publicly listed provider of dental services, 1300SMILES Ltd, has been announced as the new naming rights partner for the former Dairy Farmers Stadium in Townsville.

The a five year deal, with a further five year option, the stadium, home of the North Queensland Cowboys, will now be known as 1300SMILES Stadium. The deal also includes the potential for the naming rights to be transferred to a new local stadium, a proposal being pursued by local community leaders in Townsville.

1300SMILES Ltd is an expanding national dental group, based in Townsville, owning and operating 24 multi-dentist facilities in Cairns, Townsville, Mackay, Rockhampton, Gladstone, Bundaberg, the Sunshine Coast, as well as several locations in greater Brisbane, the Gold Coast (at Tweed Heads), and Toowoomba.

1300SMILES Managing Director Dr Daryl Holmes said gaining the naming rights for the stadium was an innovative branding initiative that would support the groups national expansion plans and allow the group to promote the benefits of dental health to a national audience.

Dr Holmes explained "1300SMILES understand how important the Stadium and the NQ Cowboys are to the people of this region.

"We see this as a unique marketing opportunity to promote the importance of affordable dentistry and proper oral health, especially among young people."

Queensland Sports Minister, Steve Dickson, said naming rights sponsorship is invested back into the venue and assists with the maintenance and upkeep of the venue, and improving the facilities for the Cowboys and those to attend their games.

Minister Dickson added "iIn addition the improvements that can be made through a naming rights sponsorship help attract other events to the venue which can be enjoyed by the people of Townsville and North Queensland."

Stadium Manager Glenn Arboit welcomed the new long term partnership with

1300SMILES, concluding "1300SMILES Stadium provides a terrific talking point amongst fans and sports commentators. The variety of events held at the stadium from concerts such as Elton John, to Nitro Circus, and the NQ Cowboys, have certainly put plenty of smiles on the faces of regional and national fans.

"Naming rights will provide great recognition for 1300SMILES throughout Queensland and into New South Wales. Like the Cowboys they started in the north but are increasingly gaining national attention.

"Naming rights are tightly held in North Queensland with 1300SMILES just the third company to be associated with the stadium since 1995.

"With the potential of the Cowboys in 2013 were excited about the new partnership and encourage North Queenslanders to take ownership of the new name by talking about 1300SMILES Stadium and importantly getting out to an event."

New signage around the venue will begin to be introduced during the lead up to the 2013 NRL season, which kicks off when the North Queensland Cowboys take on the Melbourne Storm on Saturday 16th March.

27th September 2012 - TOWNSVILLE STADIUM NAMING RIGHTS READY FOR NEW SPONSOR

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