Quayclean are a national cleaning and waste services partner with proven results in the understanding and delivery of cleaning needs and challenges faced by facilities including; major venues and…read more
AFL and NRL show year-on-year value gains
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
12th June 2020 - Seven to save $87 million with new AFL broadcast deal
2nd June 2020 - Gemba designs new AFL sponsorship campaign for Toyota
29th May 2020 - NRL secures new broadcast partnerships with Nine and Foxtel
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
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
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.
The Complete Guide to Leisure Industry Products & Services.
Over the past 10 years Debitsuccess has been providing expert billing services to businesses across Australia. Debitsuccess is now the largest full service direct debit provider in Australasia,…read more
The P.A. People is a specialist contractor in the areas of Sound Reinforcement, Performance Lighting, Audio Visual Systems, Video and Communications. Over the past 40 years we have developed a…read more
APT (Advanced Polymer Technology) is the leading global manufacturer of polyurethane-based materials, acrylic coatings and synthetic turf products for sporting and recreational applications. From…read more
As of 2018, TicketServ operates as SeatGeek Asia Pacific Pty Limited, part of international ticketing platform SeatGeek. Click here to contact SeatGeek Asia Pacific via their entry in…read more
Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…read more
Known as Hydrilla since September 2020 - see www.ausleisure.com.au/suppliers/hydrilla-pty-ltdread more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!