26 May 2025 03:32am
AFL clubs are favouring the lower-back-of-guernsey position for co-major sponsors and new data from YouGov Sport shows why.
Its survey discovered that spot delivers 80% more screen exposure than the top-back position.
Port Adelaide has followed this model in its guernsey positioning with MG Motor as major sponsor on the front and co-majors, KFC and Santos sharing the back.
The fast-food chain is on the more valuable lower back, while Santos appears above since its newly-signed deal.
YouGov Sport media insights manager, Max Wright said the exposure gap between the two positions is significant.
“It’s obviously bigger, so it’s going to appear larger on screen, “When the camera moves quickly, it’s easier to read a bigger logo.”
Wright added that the top of the back, or ’nape’, is often obscured by longer hair or camera angles explaining the additional screen time from replays and set shots.
“Our system reads every frame. Smaller logos are harder to pick up, and the back picks up extra moments that the nape doesn’t.”
None-the-less, the front of guernsey remains most valuable overall, delivering about 10% more than the lower back.
This is primarily due to non-playing shots featuring player faces and torsos.
“You get those head-and-shoulders shots when players walk off the ground or celebrate. The front is easier to identify and gets more camera attention in those moments,” Wright said.