Even though Queensland stomped away with a massive win against New South Wales, It looks like beer brands are the big winners of the State of Origin.
According to OzTam figures, over the five city metro 2. 207 million people tuned into watch the 52-6 flogging. There were around 847,000 Sydneysiders and 845,000 Queenslanders watching the game.
Throughout the game, beer sponsors were everywhere: all over the jerseys, on the grass, lining the field and scrolling on the screen. Liam Walsh, managing director ANZ for Amobee, told B&T what the impact of beer brands have on State Of Origin proceedings.
“With the value of social media engagement for brands well documented, alcohol companies are also increasingly tapping on sophisticated social media strategies to promote drinking as an essential part of the sporting experience.
“In the case of State of Origin, we have seen major alcohol sponsors such as Victoria Bitter and Castlemaine XXXX cleverly timing social media posts to coincide with the sporting event. Fundamentally, they are going beyond product promotion to focus how fans can enrich the overall sporting experience.”
Since 2011, Victoria Bitter has been a major sponsor of the NSW Blues team, alongside NIB (minor sponsor) and GIO (shorts sponsor).
“According to Amobee Brand Intelligence, Victoria Bitter has received two times as much related association with the State of Origin as XXXX between the 27th May and the 3rd July. This could be driven by the location of the former’s logo on the team’s jersey top,” Walsh told B&T.
Congrats to QLD. We’ll see you boys next year. pic.twitter.com/Loo1Hm864u
— Victoria Bitter (@Vic_Bitter) July 8, 2015
Castlemaine XXXX is both a major sponsor for the QLD Maroons as well as its shorts sponsor, alongside Suncorp (minor sponsor).
“Further to that, with sports traditionally linked to positive values such as tenacity and team spirit, brand alignment in this space also helps create an association between brands and these values, as well as an emotional connection with sporting fans,” added Walsh.