The Bulldogs' new back-of-jersey sponsor insists the way Canterbury's management handled the Mad Monday fallout helped convince them to turn the sponsorship tide at the club.
Having already been told by backers Jaycar and Wicked Sister they intend to wind up their support of the club, the Bulldogs have snared a coup with nationwide firm Ultimate Security signing a lucrative three-year deal to be branded across the back of Canterbury's jersey from next year.
The company, which was started by twin brothers Nassim and Nabil Said who first worked as two security guards themselves, has a presence in every Australian state bar the Northern Territory and holds contracts with government agencies and Harvey Norman.
And it had no qualms with approaching the Bulldogs about the club becoming the first sporting venture it's associated itself with, despite the NRL slapping Canterbury with a $125,000 fine over its Mad Monday celebration.
NSW Police also charged two players with wilful and obscene exposure after they were photographed dancing naked on the balcony of a city pub.
"We were not hesitant to join the Bulldogs after Mad Monday," said Ultimate Security's chief executive officer Nassim Said. "We discussed it with the management and we were very happy with the way they handled it.
"We have a lot of faith and belief in the management moving forward, hence we associated our name with the Bulldogs. Now we want to take the business to a new level. We decided to join the Bulldogs and be part of a growing club. We believe it's very good timing for us."
Ultimate Security will assume the spot of Jaycar on the Bulldogs' playing jersey and apparel.
Canterbury chief executive Andrew Hill stressed the landing of a new sponsor was the first sign of the club moving forward after the Mad Monday drama, which dogged the opening fortnight of the finals series.
The Bulldogs will return to pre-season training on November 1.
"You'd prefer for what happened not to have happened and there's a greater level of conversation that's required [in securing sponsorships] – there's no doubt about that – but I think, as the boys have said, the fact the NRL has reduced the fine by half is a sign we've managed it well and handled it well," Hill said.
"For us, what's happened has happened. We've dealt with it and we're moving forward now. There's a lot of good times to come for this football club. We're a very resilient footy club and we're a very proud footy club. Our members and fans appreciate that. Everyone's excited about what lies ahead.
"We've had a number of partners talk to us. The difference with Ultimate is they were very decisive and they were really clear with what they wanted to do and how they wanted to partner with the club. It was about introducing a new business to the family and it was quite an easy decision."
Adam Pengilly is a Sports reporter for The Sydney Morning Herald.