A different kind of match day activation, how negotiations for major sports events take place behind the scenes
A different kind of match day activation, how negotiations for major sports events take place behind the scenes
Today’s lineup:
A different kind of match day activation delivering a win for all
Ever wondered how negotiations for major sports events take place behind the scenes?
Not yet a subscriber? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
Football Australia announced a new multi-year partnership with global education provider LCI Education
Cadbury renewed its ‘principal partnership’ with the Wallabies until the end of 2029, following their recent expansion of its sponsorship of the Wallaroos,
IHG Hotels & Resorts expanded their Rugby Australia sponsorship for 2024 & 2025, which will see an increased brand presence in stadiums
Country Road renewed its sponsorship as the official fashion partner of Melbourne FC until the end of 2024
TIO extended its naming rights deal for Alice Springs’ Traeger Park for 2 years reportedly worth $130k
New images of Hobart's Macquarie Point AFL stadium were released - the 23,000 seat stadium could become "the world's largest timber-roofed stadium" and potentially host the world's first indoor Test cricket match
In partnership with TAFE Queensland, The Brisbane Lions welcomed their first ever cohort of students to their newly establish ‘Brisbane Lions Institute of Sport & Business program’
Rugby Australia has started talks on a new broadcast deal with Nine ahead of the 2027 Men's Rugby World Cup (reportedly other parties are also interested)
The Brisbane Organising Committee are promoting the 2032 Olympic and Paralympic Games games via outdoor advertising in Paris which features Aussie athletes Genevieve Gregson and Curtis McGrath
As part of its $150m euro sponsorship deal with the Paris Olympics, several LVMH brands are involved in the Games including Louis Vuitton who produced custom made trophy trunks and unveiled metal trays for victory ceremonies
Cricket Australia announced the Women’s Big Bash League season 10 schedule which will see the competition reduced to 5 x weeks, more matches played at big stadiums and in prime time TV slots
Buddy Franklin teamed up with Lion to unveil Hahn’s new ‘Ultra Zero Carb’ beer
The WA Government extended their support for Australian Sports Technologies Network to continue strengthening the local sportstech ecosystem
A different kind of match day activation delivering a win for all…
Following a social media post highlighting the large amount of eligible bachelors attending football at the SCG went viral (receiving 500k+ views) earlier this year, the Sydney Swans have teamed up with Mamamia, Listerine and Merivale to host a ‘Match Day Mingle” event this Saturday.
Those attending will have access to an exclusive room, drinks on arrival, a DJ, goodie bags, pre & half time food… and if lucky, they'll walk away with a new match.
The demand for this unique match-making event has been high, reflected by online engagement and tickets quickly selling out.
What is an underlying social trend contributing to the popularity of this new event concept?
We’re more digitally connected than ever, but feeling less connected.
Nowadays, we have the option to choose:
Work from home vs working in the office
Uber Eats vs cafes & restaurants
Fitness apps vs the gym
Social media vs physical catch up
Dating apps vs meeting in-person
We’re trading community for convenience and as a result, we’re less likely to meet our match in the physical.
Although good for some, dating apps can also have negative consequences and deliver bad experiences for others.
People appear to be craving human connection.
Sydney Swans to the rescue...
It has become well-known that there’s a rapid rise in run clubs and they’ve become the new place to meet your match... The Sydney Swans are now joining the party.
Capitalising on their tribe of young males who sit among their massive 1.3m supporter base, they’re creating a situation that delivers a win for all (fans, sponsors, themselves).
Initiatives like this are also great for the AFL who have ambitious plans to grow the game in NSW, and are investing in it heavily.
The AFL has committed:
$1 billion over the next decade to help grow the game at the grassroots level (NSW will receive a significant proportion)
$2 million on an ‘Expansion Hub’ that works with NSW AFL clubs to drive membership, attendances and grassroots initiatives
This partnership with Mamamia is a priceless tool for game development
It organically exposes the Sydney Swans (and game of AFL) to hundreds of thousands of Mamamia followers in a relevant way and without the requirement of any investment from the league.
This off-field event concept follows a similar theme to some of Australia's largest successful major sports events that have built experiences around their core.
The Australian Open, F1 Grand Prix and Victorian Spring Racing Carnival have successfully created large-scale entertainment-experiences outside of the main event via live-sites, fan zones, concerts and entertainment. These initiatives draw new audiences and enhance the overall fan experience.
Ever wondered how negotiations for major sports events take place behind the scenes?
Producey’s recent Dyl & Friends podcast episode featuring SA Premier Peter Malinauskas provides us with fantastic insight.
On the podcast the SA Premier spoke openly about how he strongly pursued and secured the rights to host AFL Gather Round (and LIV Golf) and how major sports events have delivered a strong return on many fronts.
Listen to the full episode here
His appearance on the podcast coincided with the release of economic data revealing strong positive results from AFL Gather Round 2024:
$91m - total economic impact (+10%)
190k+ - visitor nights in SA (+40k)
45k+ - visitors to SA
655 - jobs supported
To deliver the above, the SA Government and AFL have created:
A weekend-long event experience that extends beyond the stadium, including live-site, food & wine festival, concert and state league rep game
A simple platform for fans to easily plan and purchase their holiday experiences - the South Australian Tourism Commission set up an online hub showing tourists where to stay, eat & drink and visit
A seamless fan experience - Virgin Australia (AFL's official airline) put on extra flights to ensure travel was as efficient as possible
Although the immediate & direct economic benefits are noteworthy, the SA Premier is quick to acknowledge the importance of the positive impact hosting major sports events has on the ‘perception’ of the state.
Why is perception important?
Major sports events (and the coinciding media coverage) that positively impacts people’s perceptions can create future demand - In this case, Gather Round encourages future tourism to SA.
How?
Although many AFL fans may not visit SA during Gather Round, the event provides the state with a solid platform to showcase everything it has to offer.
During the 2024 event, the AFL’s biggest stars such as Toby Greene, Christian Petracca, Tom Hawkins, Nick Daicos and Lachie Neale all featured in content pieces exploring SA's best tourist attractions.
Example below: Christian Petracca and his fiancée Bella visit Coffin Bay Oyster Farm in Coffin Bay
These branded content pieces were shown via the TV broadcast & digital media, enabling SA to ‘tell their story’ to the masses.
Although the economic effect of this activity isn’t immediate, it lays the groundwork for long term success by enhancing SA’s position on people's consideration list as a future holiday destination.
The Premier's recognition of the benefits of AFL Gather Round is reflected in the ongoing commitment to the concept:
Hosting rights reportedly cost the government $14m per year, and they've committed to hosting the event until 2026
The SA government and Barossa Council have each contributed $20m for a major redevelopment, enabling a game to be played in the Barossa Valley in 2025
The AFL, SANFL & State government launched a $2m "SA Football Facilities Fund" which will see 42 grassroots clubs receive funding for facility upgrades
A match day activation delivers TikTok follower-growth for Melbourne Victory
Remember Melbourne Victory's viral violinist?
Recent clips of Evangeline Victoria aka the “Viral Violinist” lighting up Melbourne Victory games with her “Freed From Desire” and “Seven Nation Army” violin covers experienced unprecedented performance on social media.
Following this, Scout’s latest benchmark metrics show that Melbourne Victory took top spot for TikTok follower growth for the April - June quarter.
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Asahi Beverages - Partnerships & Events Lead - NSW
ASICS Oceania - Sports Marketing Coordinator
ASICS Oceania - Sports Marketing Executive - Events
Bastion - Account Manager PR
Carlton Football Club - Digital and Paid Performance Manager
Collingwood FC - Partnerships Coordinator
Cricket Australia - Customer Marketing Specialist
Cricket Australia - Event Specialist, Hospitality
Cricket Australia - National Growth Initiatives Lead
Cricket Australia - Senior Developer, CRM
Decathlon - Partnerships and Business Development Specialist
Decathlon - Social media content creator
Football Australia - Data Rights Coordinator
Foxtel Group - Marketing Director - Kayo
Foxtel Group - Senior Marketing Executive - Sports
Gemba - Account Executive
Gemba - Data & Analytics Manager
Gold Coast SUNS - Commercial Sales Manager
Harness Racing Victoria - Marketing & Events Manager
Hawthorn Football Club - Marketing Executive
James Hardie - Brand Activation Manager
M&C Saatchi Sport & Entertainment - Integrated Designer
Melbourne & Olympic Parks - People Experience Manager
Melbourne United - School Programs Business Executive
Melbourne Victory - Digital Marketing Coordinator
Minor Hotels - Director of Entertainment and Sports
MKTG Sports + Entertainment Australia - Public Relations Manager
MKTG Sports + Entertainment Australia - Event Manager
National Basketball League - Digital Marketing Executive
National Basketball League - Partnerships Manager
National Basketball League - Senior Manager Operations and Events
National Rugby League - Strategy Manager
Netball Australia - Commercial Sales Manager
Netball Australia - Senior Partnerships Lead
News Corp Australia - Head of Digital and Audience Sport
Nielsen - Product Specialist, Sports
North Queensland Cowboys - Marketing and Communications Executive
OMD Australia - Sports Partnership Manager
Puma Australia - CRM & Digital Marketing Manager
Racing.com - Social Media Specialist
Racing Victoria - Communications Advisor
Red Bull - Creator Marketing Specialist
Southern Cross Austereo - Sales Coordinator - Sports & Partnerships
Sportsbet - Business Analyst
Sportsbet - Campaign Manager
Sports Entertainment Network - Digital Strategy & Campaign Manager
Sports Entertainment Network - Partnership Coordinator
Sports Entertainment Network - Strategy and Solutions Coordinator
Stan. - Sports Programmer - Olympics
Stan. - Sports Scheduler - Olympics
Supercars - Senior Brand and Campaign Manager
Sydney FC - Marketing Coordinator (Fan Engagement)
Tennis Australia - Business Development Lead (New Business)
Tennis Australia - Tournament Spaces Creative Lead
Tennis Australia - Event Operations Coordinator
Ultimate Fighting Championship - International Business Development Coordinator
VicReturn - Sport and Sponsorships Lead
Wests Tigers - Head of Corporate Partnerships
Not yet a subscriber? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.