09 Sep 2024 12:34am
The latest survey by Nielsen Sports reveals a dynamic shift in the nation's sports sponsorship landscape with the National Basketball League (NBL) and Super Netball identified as fastest growing in media value.
The 2023 Australian Sport24 Benchmarking Report provides an overview of sponsors’ exposure performance in Australia.
Despite the Australian Football League (AFL) and National Rugby League (NRL) continuing to lead in delivering media value to sponsors, the NBL has seen 39% growth, while Super Netball was up 38%.
Nielsen sports director client solutions, Paul Fuller attributes the latters’ surge to the shift onto streaming platforms and their increased investment in content creation.
"This growth in audience size and engagement will lead to increased commercial outcomes for the smaller sports leagues," he said.
The report also found that beyond sportswear brands, the motor vehicle, quick service restaurant and telco categories achieve the best value for sponsors.
Also, naming rights sponsors command the largest share of voice within their industry. This proves to be a key factor in maximising impact, especially when coupled with consumer activations.
Employing Nielsen’s QI Media Valuation methodology, the report assesses brand exposure across all sports, sponsors, assets and media types.
