Automotive Holdings Group has agreed to become the major sponsor of the Melbourne Football Club in a three-year deal.
Australia's largest selling automotive retailer will replace General Motors' Opel sponsor deal, with the European car brand closing down its Australian operations.
AHG managing director Bronte Howson said the sponsorship would be funded within existing budgets and would give the group's dealerships mass market exposure across Australia.
Mr Howson is also the current president of the East Perth Football Club.
"The timing was right for both parties," Mr Howson said.
"Melbourne's jumper sponsorship opened up as we were looking to increase our branding nationally. Having Paul Roos join the club as head coach, Peter Jackson as CEO and Glen Bartlett as president gives us a great confidence that we're working with a complementary leadership culture," he added.
The agreement gives AHG a broad range of branding exposure, including solo logo positioning on the front and back of the Demons' playing jumpers.
"The club also offers the group exposure to its influential membership, supporter based and coterie groups," Mr Howson said.
Melbourne struggled with form last year winning only two of its matches.
