Data centre builder's deal with AFL club defended by team boss

The Tasmania Devils have signed a six-year sponsorship deal with artificial intelligence infrastructure company Firmus Technologies. Firmus and the Devils say the partnership is a natural fit, but opponents of data centres remain unconvinced. A marketing expert argues that while sponsoring the football club could help improve Firmus' public image, trust will likely require more than just the deal.

Firmus, established in Tasmania in 2019, has been embroiled in controversy over plans to build three AI data centres across the state. The agreement places Firmus among a group of sponsors for the future AFL club, including Cadbury, Blundstone, and Devil's Corner Winery. Dr. Ashlee Morgan, an associate professor of sports management, believes the sponsorship could provide Firmus with visibility, legitimacy, and social license to operate in Tasmania.

David Fleischman, a senior marketing lecturer, acknowledges that the sponsorship is a step towards building trust but emphasizes that it's just an opportunity to enter the dance, not a guarantee of success. To gain trust, Firmus must actively engage with the community through employment, social partnerships, and clear messaging about their alignment of values.

Both the football club and Firmus highlighted their shared history and commitment to the region in promoting the deal. However, community skepticism towards the sponsorship underscores a broader trend in sports, where stakeholders and the public demand transparency about the social, environmental, and economic value of the organizations their teams partner with.