Published on the 28/03/2016 | Written by Newsdesk

In what must be one of the more unusual hookups in the industry, cloud solutions provider looks to footy club network for growth kick…

Fronde has entered into what it calls a ‘strategic partnership’ with Australian rules outfit Carlton Football Club, based in Victoria. iStart carefully checked the calendar and ascertained that April has yet to roll around as the announcement revealed that the football club has taken a shareholding in the cloud solutions provider.

Evidently Fronde is seeking to sell its services into ‘Carlton’s 40,000 members and their extensive and influential network’. Through business events and individual introductions, the tech company believes it will accelerate growth plans in Australia.

Meanwhile, Carlton Football Club is looking for a return on investment as well as digital technology that will extend the club’s relationship with a growing fan base.

Wellington, NZ headquartered Fronde has been under some pressure, announcing a NZ$3.35 million (A$2.98 million) loss in July 2015; then-CEO Ian Clarke resigned, with Anthony Belsham subsequently taking up the role.

In a statement, Fronde chairman Jon Mayson described Carlton Football Club as ‘a dynamic brand that brings exciting opportunities’. “The Club’s network of supporters includes many business leaders and influencers that will likely be interested to learn how Fronde’s unique IP and capabilities in cloud, software, IT managed services, and digital solutions, could help to transform their business.”

CEO Belsham added, “This partnership gives Carlton the technology and innovation partner it needs to provide a premier customer experience in Australian sport for its members and partners.”

The football club’s CEO Steven Trigg said the arrangement is ‘a true business partnership that aligns with the extensive networks that make up the Carlton community’.

It’s not the first time that a technology vendor has partnered with a sports team in the region in the hopes of boosting uptake of its business services. This time last year ERP vendor Infor announced a partnership with the Crusaders rugby team in New Zealand, in a bid to increase adoption of its cloud suite.

Fronde shares trade on the Unlisted platform.