Power forward Angus Monfries with a convertible Renault Migane at Port Adelaide. AT FIRST, they looked like unlikely bedfellows: a slick European car manufacturer and a football club proud of its working class roots and fierce reputation. Renault, a French multinational, to sponsor Port Adelaide initially sounded like a mismatch but has proved to be an off-field revival for the Power that mirrors the lift overseen by senior coach Ken Hinkley on field. Shouldn't Port Adelaide be Holden or Ford territory? Port Adelaide are bracing to survive a ferocious early assault from Geelong in Friday night's AFL semi-final, but Hamish Hartlett says they're ready. But there was some symmetry: at the beginning of the year, the football club was looking to remove its tag as being irrelevant in the market place. At the same time, Renault had next to no footprint in Adelaide and was aggressively looking to lift its profile on the national stage. The timing of the proposed union was another hurdle: as they were at the negotiation table, the Australian Crime Commission warned that the blackest day in sport had arrived because of drugs, corruption and links to organised crime. Port Adelaide chief executive acted quickly by offering Renault an out-clause if the club ever transgressed. But there were still doubts. Renault Australia's managing director Justin Hocevar was the first to admit that there had been some hesitation during negotiations. "The decision for Renault to sponsor an AFL team was not an easy one," Hocevar said. There were many questions that required answers. Was it the right partnership to reach the ideal audience? If so, which available team was the right fit? With so much negative publicity surrounding AFL, at the start of 2013, was it better to wait and see? They valid questions for a brand to consider before making a commitment of this magnitude. But as we systematically worked our way through such questions, in consultation with the Port Adelaide Football Club, we arrived at a point where we felt that notwithstanding some risk, we were comfortable enough to progress and commit to a partnership. This would not have happened without the expert support and insight of David Koch, Keith Thomas and the broader Port Adelaide management team. The benefit to Port Adelaide is clear; it found a major sponsor at the 11th hour. But Renault has also considered the union a win. The day after the announcement, The Advertiser cruised the streets of Alberton and Port Adelaide and could not find one Renault for a photo. Since the March announcement, the club has sold 30 vehicles to members and five fleet vehicles. There is an expectation that number will rise sharply after member test drives. Angus Monfries on Wednesday cruised around the Port in a soft-top Renault and looked like kid on Christmas Day. "It drives really well," he said. Not that I'm the best driver: I know how to get from A to B. But a few of the boys are driving them now. I'd go for their four-wheel drive, so I could tow the boat when I'm going fishing. Port chief executive Keith Thomas cast his mind back to the tense moments before the papers were signed on Wednesday. "Renault were at the point of signing off as a joint major partner when the ASADA investigation into sport in Australia was first announced," Thomas recalled. It takes an extremely brave company to enter into an uncertain environment, and subject their brand to risk. They signed within a week and Port Adelaide will never forget that. Renault has, quite appropriately, been directly linked to resurgence of the Port Adelaide Football Club. Their brand credibility has certainly helped us, and I know that our on field success has been good for them as well Renault and Port Adelaide? Some would say an unlikely alliance. The reality is that we are in fact very like- minded organisations. We see ourselves as challenger brands, both on a journey of growth and success.