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Gemba partners with Supercars to develop commercial and fan engagement strategies

Gemba partners with Supercars to develop commercial and fan engagement strategies
September 16, 2019

Sports and entertainment agency, Gemba, has signed a three-year partnership with Supercars Australia to provide the motorsport series and its competing teams with rich fan insights and brand health tracking research to inform commercial and fan engagement strategies.

Advising that Gemba will start its research and insights partnership from the 2020 season, Supercars General Manager - Commercial, Jamie Black stated “Gemba presented a comprehensive approach and a quality team, and we’re looking forward to working with them over the next three years as our research and insights partner.

“Data is increasingly critical for our business to understand our fans and develop strategies to add value to our commercial partners.

“We wanted to partner with an agency that can help us understand the insights and strategy in the data.

“Gemba’s history and credentials in this market, and the quality and experience of its people gave us great confidence that we’re partnering with the right organisation to help us going forward.”

Gemba’s partnership with Supercars complements the agency’s recent work with Formula 1, Toyota Racing and Williams.

Gemba’s Head of Strategy and Insights, Craig Roberts added “we’re excited to be working with Supercars over the next three seasons.

“It’s a powerful statement of confidence in Gemba’s Insights division, and our recent appointment of Haydn Northover as Gemba’s Insights Divisional Manager.

“We’re looking forward to going even deeper into what drives fan connections with Supercars and unlocking new opportunities to grow the sport.”

The appointment extends Gemba’s client base among top-tier sports rights holders, which includes the NRL, Paralympics Australia, City Football Group, and the Australian Grand Prix Corporation.

Gemba also provides sponsorship strategy and effectiveness research for major brands that sponsor sport and entertainment properties, including Toyota, McDonalds, Coca-Cola and Sanitarium.

Related Articles

28th August 2019 - Queensland Government looks to back Supercars night race

22nd August 2019 - Western Australian Government releases state Motorsport Strategy to help drive industry’s future

8th July 2019 - Gemba announces new senior appointments

28th February 2019 - Plus Fitness partner with Kelly Racing and Heimgartner for 2019 Supercars season

25th February 2019 - NSW Government backs Supercars return to Sydney Motorsport Park

30th January 2019 - Gemba supports employees through new FDV policy

22nd January 2019 - Albert Park Grand Prix circuit hosts 1000th Supercars championship race

26th July 2018 - World Rugby partners with Gemba’s Turnstile platform to value sponsorship

20th June 2018 - LEGO to partner with Australian Supercars Championship

15th April 2018 - Townsville to celebrate value of a decade of Supercars racing

26th February 2018 - Gemba launches Turnstile platform for accurate sports sponsorships valuation

29th November 2017 - Gemba to launch new data and insights division

22nd October 2017 - Gemba shares new views on fitness industry retention


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