Sports Advisory Partners Australia’s Post

In the past 3 months, 290+ new deals were inked across the Australian sponsorship industry, worth a combined total of more than $50M per annum. Here are the biggest of the bunch. - We continue to see high investment and deal turnover from traditional high-spend categories such as Gambling and Spirits (as part of a flurry of recent announcements from AO). - As traditionally small sponsorship categories, large new deals in Supplements and Auto Retail will shake up these sectors and perhaps spur similar action from competitors. #sponsorship #sportsbiz #sportssponsorship #marketing Analyst Economy Alexander MacAdie Mark Isaacs Sportsbet Dutton Automotive Diageo Campari Group Coles Group 奇瑞汽车 Chery Automobile Co.,Ltd. Macquarie University eToro The Lottery Office Blackmores Group BMS Group Dodo Australia Holdings Pty Ltd. Melbourne Racing Club Essendon Football Club Tennis Australia Cricket Australia St Kilda Football Club Sydney FC A-Leagues Gold Coast Titans AFL - Australian Football League National Basketball League (NBL) Queensland Rugby Union (Queensland Reds) Melbourne Stars

A great reference point and summary of the latest sponsorship announcements and changes. If interested in more info or a deeper dive on any of this detail or category comparison from Analyst Economy, please let me know? #sponsorship #sportsponsorship #sportsbusiness #analytics

Have the Paris Olympics damaged the brand and diminished the anticipated revenue stream for a Brisbane 2032 Games? Having lived in the corridor between the Gold Coast and Sunshine Coast, I am concerned about the Olympic proposals. When asked to contribute $140 million to relocate while the Gabba was rebuilt the AFL and Cricket said, 'No way.' They would have been provided by the QLD and Australian taxpayer with a new facility worth well north of $2.7 billion. We should not give them a brass razoo! The Olympic brand has been severely damaged by perverts in the opening ceremony and the projected revenues are seriously compromised. Qlders should have a plebiscite on a number of issues. Should we bail? Should the Olympics be a precinct near Victoria Park with a new facility there? Or give the AFL and Cricket a $3.6 billion or more free ride? Does brisbane want this, it will change the city forever, and raise the cost of housing. Do we want mass migration and the risk of terrorism? Do we want the congestion and disruption? Will the revenues from Pervert Paris games greatly diminish revenues for Brisbane, the answer to that question is 'YES!'

Which sponsors have the biggest footprint in Australian sport? Last week we shared the sponsors with the most deals, this week we look at brands with the biggest sponsorship footprint. This is defined as the top spending sponsors in Clubland - with a presence in at least two sports, and at least two major States. More details in the comments. The footprints allow us to easily compare the sponsorship strategies and portfolios, helping future partnership decisions: - Chemist Warehouse is active in almost every major sport and state. A NSW-based Cricket or Netball partnership would round out their current footprint. - Kia Australia Pty Ltd is the only major Clubland sponsor without a presence in the AFL/AFLW (or Victoria, since their Bombers deal expired in 2018). - Swyftx, Harvey Norman and Hungry Jack's® Pty Ltd are all under-represented in Victorian partnerships. - nib Group and Hyundai Motor Company Australia use 3 major Clubland deals to hit 3 major markets across 3 different codes, in favour of national deals. There are over 200 more brands with a significant footprint in multiple sports and states – which ones are most relevant to you? Alexander MacAdie Mark Isaacs Analyst Economy Mike Morris #sportsbiz #sports #sportsbusiness #sponsorship #sportssponsorship

Interesting article in the AFR revealing further details on the NRL’s five-year deal to play in Las Vegas. For those not aware, the 2024 season kicks off with a double header on March 2 at Allegiant Stadium in Las Vegas between Sea Eagles v Rabbitohs and Roosters v Bronco’s. The NRL’s strategy is to grow rugby league in the richest sporting market in the world by increasing fans, the talent pool and driving commercial outcomes via broadcast deals (NRL expects it could make $60m over 5 years), sponsorship, wagering, ticketing, hospitality and merchandise. It’s a bold strategy which could prove lucrative for the NRL and clubs in the long term. However, having just returned from the US on a sports tour, it can’t be underestimated how big a challenge it will be to build awareness, interest and understanding of the game. Most American’s I spoke with had no understanding of Rugby League and those that did thought of Rugby Union which has been in the US for many years. This is going to take time and significant investment as per the NFL’s push into UK which started way back in 2007. No doubt the NRL will be hoping to tap into the 350,000 plus Australians that visit Vegas every year. #sportsbusiness

#Sponsorship News: Bank of America becomes the official bank sponsor of FIFA World Cup 2026™ - Canada, Mexico and the United States 🏦🤝⚽ Per SBJ, Bank of America marks a historic first for #FIFA by becoming the first global #sponsor from the banking sector. While the financial details of the agreement are undisclosed, industry sources suggest that global sponsorships at this level could reach up to $100 million. Bank of America joins other major brands such as Budweiser Brewing Company APAC, McDonald's, Unilever's Dove Men+Care, and China-based Mengniu Dairy as "Global Sponsors" supporting the World Cup. In addition to FIFA global sponsorships, the 16 World Cup host cities have been allowed to sell their own "supporter" sponsorships, the first time FIFA has offered such an opportunity. Host cities will now have to refrain from selling their own sponsorships in the #banking category. Full Article: https://ow.ly/1vAM50SYPpg #BankOfAmerica #WorldCup

Scoring Big: how AIG's strategic sponsorship transformed the New Zealand All Blacks and boosted AIG's global brand presence. In 2012, American International Group (AIG), a global insurance company, signed a five-and-a-half-year sponsorship deal with New Zealand Rugby. This agreement included the All Blacks, the Black Ferns (women’s team), and other national teams. The partnership was reportedly worth approximately $80 million, making it one of the most lucrative deals in rugby at the time. For AIG, the results were immense: 1) They experienced a significant boost in global brand recognition, particularly in key markets like Europe, Asia, and the Pacific. 2) They enhanced their brand perception through association with the All Blacks’ values of excellence and resilience. 3) They expanded their market penetration and customer base in regions where rugby is highly popular. For the All Blacks, the results were just as spectacular: 1) They secured substantial funding, which was reinvested in player development, training facilities, and grassroots programs. 2) They strengthened the global brand of New Zealand Rugby, making the All Blacks even more iconic worldwide. 3) They improved the overall infrastructure and support systems for rugby in New Zealand, benefiting the current and future generations of players. Overall, the AIG and New Zealand All Blacks sponsorship is a great example of how a strategic partnership can create mutual benefits for both club and corporate. Partner with Staar Sports and let us help you find the perfect sponsorships to unlock the potential of your sports club! #sportsmarketing #sponsorships #partnerships #rugby

The prizes and the winners. The Sports Marketing Awards are organized for the sixth year by Boussias Events, with the aim of rewarding the important advances in Sports Marketing and highlighting the respective best nominations of Clubs, Associations, Retail Brands, Events, Content for Sports, Sponsorships and Sports Academies. #sportsmarketingawards #sportsbusiness

Sports Sponsorship that has really worked Sport sponsorship works to increase brand awareness, improve a brands image and enable brands to build their communities. If we look at brands globally there have been many highly successful partnerships; Carlsberg x Liverpool FC – 30+ years (active) VfL Wolfsburg and Volkswagen – 30+ years of partnership (active). The German multi-sports club VfL Wolfsburg bears the name of its city, which is also home to Volkswagen’s headquarters. Hugo Boss and McLaren – 33 years of partnership (finished in 2014) John Hancock and the Boston Marathon – 38 years of partnership (no longer active) The partnership between the world’s oldest marathon in Boston and John Hancock, the Boston-based financial and insurance company, founded in 1862 (now owned by Manulife of Canada), lasted 38 years. Honda x PGA Tour – 42 Years (no longer active)   The motor company ended its sponsorship of the PGA Tour event after an association lasting over four decades. Rolex and Wimbledon – 45+ years of partnership (active) Founded in 1905 in London, England, luxury watch manufacturer Rolex has been supporting the world’s oldest lawn tennis tournament as its official timekeeper since 1978. Over the years, it has backed individual players like Roger Federer. Aviva and Lansdowne Road In Ireland Aviva Group Ireland signed a 10-year deal for the naming rights for Lansdowne Road in 2009, and subsequently extended the arrangement until 2025. The stadium officially opened on 14 May 2010. This has been a major success for the Aviva and is likely to be renewed. #marketing #strategy #marketingstrategy #sponsorship #brand #branding

I’ve heard and read so many opinions and hot takes concerning the pending transfer of Kylian Mbappé from Paris Saint Germain to Real Madrid (or elsewhere?). Most of the discussions ongoing are about the sporting impact, about the tactical aspects and the new era of Galacticos in Madrid - Bellingham, Mbappé and Vinicius Jr. together does sound.. interesting to say the least. But we need to also consider the marketing impact of such a move. The Mbappé brand is arguably one of the biggest brands in France, and depending on how you look at it the size of his brand is of a similar size as the PSG brand. What will happen when Mbappé leaves France for Spain? What will the PSG partners do? What will be the impact on the attractiveness of the league itself? And what will be the impact on sponsorship for other teams in Ligue 1, and sponsors of the league itself? We’ve all seen the difficulties Ligue 1 has had in selling its TV rights, what will happen when Mbappé leaves? Very interesting to see what will happen, and we do live in strange times where the impact of 1 single player leaving a team and a competition will have a snowball effect on other teams as well. An era in which athletes are becoming a bigger brand, as compared to the teams they play for.