How Supercheap Auto created a retail bonanza with sports sponsorship

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

How Supercheap Auto created a retail bonanza with sports sponsorship

Brooke Hemphill

It took 11 years and hundreds of thousands of dollars in investment, but Australian automotive retail chain Supercheap Auto (SA) has taken a sporting sponsorship and turned it into the second largest event on its calendar, just behind Christmas.