Study: Why St George Bank’s Sponsorship Of The Dragons Is Kicking Goals

Study: Why St George Bank’s Sponsorship Of The Dragons Is Kicking Goals
SHARE
THIS



A study into the value of brands who sponsor Aussie sports codes in winter has revealed that St George Bank’ssponsorship of the NRL team St George Illawarra created the most awareness amongst fans.

The study by research firm True North found that for a sponsorship to resonate at least one of the following key ingredients is present to explain the success of the sponsorship: longevity, a strong emotional connection, great activation, a good brand fit or a supporter base primed for sponsor messaging.

For eyeballs alone, financial institution St George’s sponsorship of St George Illawarra continues to have the highest awareness amongst all winter league teams, and it is not difficult to understand why.

However, while awareness plays an important role in the overall impact of a sponsorship, another key component is how people subsequently behave towards that sponsor once they are aware of it – do they consider or actually use the brand, have more trust in the sponsor or feel more positive towards the brand?  The following sponsorships see the strongest outcomes:

  • St George again features and is the beneficiary of the highest positive sentiment deferred to its brand as a result of its sponsorship of the Queensland Reds.  This is closely followed by Fortescue’s sponsorship of the Western Force, Twiggy Forrest’s continued support of rugby union in WA being instrumental in this result.
  • Canterbury’s sponsorship of the NSW Waratahs sees the highest consideration of that sponsor’s brand of any winter league sponsorship.  As seen in 2018, the Waratahs continue to see strong consideration for a number of its sponsors.
  • However, the team who sees the strongest sponsor consideration averaged across all of its sponsorships is the Cronulla Sharks.  Despite its sponsorship turnover, the Sharks see strong consideration for its locally based sponsors.
  • Two of Melbourne Vixens’ sponsorships top the rankings for first time usage and trust: the Puma sponsorship ranks number one for encouraging first time usage of its brand, while Bupa has benefited from higher trust as a result of the sponsorship.  A strong emotional connection and a supporter base that is primed for sponsor messaging are playing an important role.  The Vixens’ supporter base over indexes on five key demographic profiles that True North has discovered are the most likely to engage with sponsors.
  • The Coffee Club’s sponsorship of the Brisbane Lions has seen the strongest results for using the brand more frequently, its activation offering a free beverage on game days clearly playing a role.
  • When you take into account all of these sponsor outcomes (sentiment, consideration, usage, trust) and factor in the familiarity of the team, it’s Mazda’s long-running sponsorship of the North Melbourne Football Club that sees the strongest outcomes of any winter league team.

True North also captures this information for National teams and League sponsors. Rugby Australia’s national teams perform very strongly across a number of sponsorship metrics but it’s the Australian Men’s Cricket Test Team’s partnerships with Qantas that has pipped every League, Winter and National team’s sponsorships to the overall top spot for sponsorship impact.

Commenting on the findings, Georgie Maynard, director at True North Research said:“There are a few factors that will determine whether an individual connects with your brand: a strong emotional connection to the team and subsequently your brand, a great activation and a supporter base that is primed for sponsorship messaging.

“We help sponsors identify the supporter base that will be most open to your messages, the teams who have a strong emotional connection with your target audience and represent the best fit for your brand, and the levers to pull to activate the partnership successfully.”

Please login with linkedin to comment

NRL Sports Marketing St George Illawarra True North

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.