The A-League team, Western United FC have inked a three-year collaboration with BrandScent & LIGHT + GLO to enhance Ironbark Fields and leave a lasting impression with a customised aroma for their home in Tarneit.
BrandScent is a scent marketing company based in Truganina that serves customers worldwide, such as American Express, Toll Group, and Arnott’s. The brand focuses on developing unique smells for companies that generate unforgettable associations with their surroundings, such as hotels, retail outlets, and office buildings. The company also appeared on Shark Tank Australia last year, with a successful pitch that impressed the sharks.
On the other hand, LIGHT & GLO is a multi-award-winning fragrance company that creates boutique fragrance items that are sold both domestically and globally.
Western United’s trademark smell is presently being developed, with A-League players Ben Garurccio and Julia Sardo joining club executives last week to start the process. This will mature over the next few months to perfect the aroma in time for the commencement of the 2024-25 A-League season.
Additionally, LIGHT + GLO’s logo will be prominently displayed on LED signs during Western United home games, and they will also create pop-up activations to promote their goods during matches and club events. Furthermore, beginning with the 2025 season, the trademark will appear on the front of shorts for the club’s youth academy.
Western United, Commercial Partnerships Executive, Nathan Perrone, said, “We are thrilled to be partnering with BrandScent. It is always special bringing a partnership to life with a local Wyndham business. Jeeva and Suji have an exciting product with a wealth of knowledge to help us elevate the experience for those coming to Ironbark Fields. We are looking forward to how creative we can be, and members can look forward to some unique products coming soon.”
BrandScent Director, Jeeva Sanjeevan, said, “The team at BrandScent is thrilled to capture the vibrant essence of Western United in a signature scent. This collaboration allows us to transform Ironbark Fields into an immersive and memorable environment through the power of science-backed scent marketing. We can’t wait to unveil the unique sensory experiences we’ve designed for the club and its supporters.”