AFL and NRL show year-on-year value gains

July 23, 2020

A new report from Nielsen Sports has shown positive year-on-year value gains for both the AFL and NRL partnership assets within their live dedicated broadcasts despite the lenghty suspension of each code’s seasons due to the COVID-19 pandemic.

The Nielsen Sport24 2020 year-to-date analysis showed, at the end of round three of the 2020 AFL season, total game inventory value had increased 5% in 2020 (compared to 2019), despite a 9% deficit at the end of round one.

The NRL has seen a 15% rise over the first six rounds of its season, year-on-year, with round three notably producing a 39% value increase on round three from the 2019 NRL season.

Nielsen says this added success has been achieved mainly through virtual or banner signage covering empty seats, or fan-driven graphic integrations throughout broadcasts, also partnered with growth in viewership since the re-commencement of each respective code in 2020.

Nielsen Sports Head of Sports Pacific, Scott Gillham explained that while the figures are impressive for both the AFL and NRL to grow their sponsorship value during the global Coronavirus, as fans continue to come back to live sports, sports will be faced with a tough challenge

Gillham told Ministry of Sport “there are challenges to maintaining the rise in asset values, as crowds re-enter venues, the ability to superimpose partner content will be reduced without disrupting the viewing experience.

“A continuation of the positive TV audience trends would also need to be sustained.

“Much of the current initiatives have been geared towards retaining as much value as possible, with shortened seasons/volume of fixtures.

“Proactive initiatives during these challenging times will hopefully lead to positive long-term partnership outcomes.

“Short-term rises are unlikely to have a significant impact on revenue increases, however, retention yields should be more positive long-term.

When asked about the return of fans into venues for live sport, Gillham said the leagues need to be careful with how much value they try to add for their sponsorship assets, adding “this will be a challenge, as models will likely revert to the norm.

“Opening up new apparel or on-ground signage assets is the general approach; however, precautions need to be considered against clutter and existing partner concerns.”

Image: Melbourne Storm playing their 'home' NRL matches at Sunshine Coast Stadium. Courtesy of Sunshine Coast Council.

15th July 2020 - AFL looks to relocate more clubs to Queensland

13th July 2020 - Optus Stadium prepares for AFL fixtures this week

25th June 2020 - Victorian fans to be prevented from attending NRL and AFL games in NSW

12th June 2020 - Seven to save $87 million with new AFL broadcast deal

9th June 2020 - AFL season restart to see 2,000 fans at Adelaide Oval on Saturday

2nd June 2020 - Gemba designs new AFL sponsorship campaign for Toyota

29th May 2020 - NRL secures new broadcast partnerships with Nine and Foxtel

5th May 2020 - NRL agrees new pay deal with players to enable 28th May competition restart

20th May 2020 - Global sports sponsorship market predicted to fall by 37% this year

1st May 2020 - Coronavirus has multi-billion dollar negative impact on global sport

28th April 2020 - NRL announces 20-round season schedule with 25th October grand final

20th April 2020 - AFL Canberra welcomes ACT Government Sport Funding

27th November 2019 - Study evaluates emotional value of sport fans’ connection to sport and sponsors

3rd May 2019 - Global sports sponsorship spending set to reach US$65 billion this year

30th April 2019 - Richmond Tigers partners with Nielsen to track fans’ attitudes and behaviours

5th April 2019 - Nielsen Marketing Cloud set for Australian launch

14th March 2019 - Nielsen analysts suggest new ways to ‘value’ the rise of women’s sport

27th November 2018 - Australian sponsorship platform SponServe acquired by Kore Software

29th August 2017 - Nielsen launches eSports business to offer data and insights to key stakeholders

19th December 2016 - Nielsen Sports appoints Australians to global leadership team

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.