Super-Sub, an independent Australian sports and culture business has partnered with UK sponsorship insights platform, Luscid to empower brands to make smarter, more impactful partnership decisions, by addressing the lack of data in the Australian sports and entertainment rights market.
Australia has one of the most densely populated commercial rights markets per capita globally, with the likes of the National Rugby League and Australian Football League both attracting more than AU$150m in brand spend annually alone. With countless additional rights-holders vying for this investment, there is no reliable and objective data to inform decision-making. This is inefficient from both a time and a commercial perspective. The partnership aims to bridge this gap by empowering brands with the data they need to understand how their potential deals align with customer’s behaviour, brand values and business goals.
The deal comes at a key period of growth within the Australian sponsorship sector. Over the last five years, brand investment in the national sports and entertainment industry has increased by an average of 7% every year. This is driven by significant diversification and expansion, with the likes of women’s sports attracting huge audience growth and subsequently offering up new opportunities for marketers to consider. The need for efficient and accountable guidance for brands to navigate this ever-complex marketplace is more important than ever before.
Luscid is the largest global dataset for the sponsorship industry and utilises 500,000 historic and live partnerships from the last 15 years, analysed across 80 countries. It allows brands to identify their target audiences, reach desired touchpoints and identify the most effective partnerships within the global sports and entertainment landscape. The partnership will see Super-Sub use Luscid’s data to help brands increase the value of their deals with fewer resources spent trying to reach this.
“Sponsorship investment into sports & culture is crucial to our social fabric, but it’s still a guessing game. We looked at building a proprietary methodology, but the investment needed to get anywhere close to the sophistication of Luscid is beyond reach. Partnering with Luscid enables us to bring industry-leading data to the Australian and APAC markets for the first time. We’ve worked together for a while using their data to shape the thinking on some of our local and global clients. It’s great to formalise our relationship and work together as we empower more brands to invest with confidence,” said Andrew Clarke, Founder of Super-Sub
“We’re excited to be moving into the APAC market to solve a global problem. Historically our industry has been driven by personal relationships and bias. Leveraging the power of our global dataset, we aim to continue to work with brands and agencies like Super-Sub to provide accurate data and actionable insights for better decision-making,” said Harry Coe, CEO and co-founder of Luscid.
With the recent success of the 2023 Women’s World Cup in Australia and New Zealand and AU$300m partnership portfolio, along with other major sporting events on the horizon, brands are actively seeking ways to connect with passionate audiences. Through data-driven insights, Super-Sub and Luscid are uniquely positioned to guide brands in making sponsorship decisions that resonate with consumers and align with business goals.
