UPDATE 1.20pm: Automotive Holdings Group has signed a three-year, major sponsorship deal with embattled AFL club Melbourne.
AHG managing director Bronte Howson said the terms and value of the deal were confidential but it would be funded within existing marketing budgets.
"This is a great branding opportunity for AHG and especially for our online presence," he said.
"The partnership gives AHG excellent brand exposure across Australia and strongly supports our position as Australia's largest motoring group."
AHG said the agreement gave it a broad range of branding exposure including sole logo positioning on the front and back of the Demons players' jumpers, and exposure at the MCG during Melbourne's home games.
Melbourne won just two matches in 2013, with senior coach Mark Neeld sacked midway through the season and stand-in coach Neil Craig departing for Essendon at the end of the club’s home and away rounds.
The club has since appointed respected former Sydney coach Paul Roos and is looking forward to a more successful 2014 season both on and off the field.
Shares in AHG closed down nine cents, or 2.4 per cent, at $3.66.