AFL growth tactics in NSW, Matildas x BEARE PARK sponsorship on social media
AFL growth tactics in NSW, Matildas x BEARE PARK sponsorship on social media
Today’s lineup:
AFL growth tactics in NSW
Matildas x BEARE PARK sponsorship on social media - simple and effective execution
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AGL extended their partnership with the West Coast Eagles for 2 more years, expanding their support to the AFLW team
The Canberra Raiders announced a sponsorship extension with McDonald’s until the end of 2027
Weber committed to a 2-year extension of their naming rights sponsorship of the Women’s Big Bash League
Naming rights of the Cronulla Sharks’ home ground (currently PointsBet Stadium) is due to become available, after the betting company chose not to renew citing changing attitudes around gambling
Gold Coast SUNS announced a new partnership with Asahi Lifestyle Beverages - players took part in a blind taste testing session as part of the announcement roll-out
The Sydney Roosters announced a new 3-year strategic partnership with the USA Rugby League and the establishment of a development academy, an LA Roosters team and multiple US sponsorship deals
Nine revealed that State of Origin Game 1 was the highest rating one since 2016, with a total TV reach of 5.3M, and total TV national audience of 3.4M
HOKA launched their ‘FlyLab’ experiential brand activation in Sydney to coincide with Global Running Day
ASICS released the Boomers’ new uniform ahead of the Olympic Games, which was met with unflattering feedback from players and fans
Supercars and Pizza Hut launched a competition challenging fans to redesign the Pizza Hut Supercar, #96, by colouring-in a stencil on special large Pizza Hut boxes
Football Australia welcome $15m funding investment from the Australian Government in support of hosting the 2026 AFC Women’s Asian Cup
A 14-metre mural of Caitlin Foord was unveiled in her home city of Wollongong
Charlie Curnow partnered with Whoop, following another new recent ambassador partnership announcement with INC Sports Nutrition
Maverick Sports Partners bought the Newcastle Jets following an 8-month ownership hunt
The AFL has made no secret that NSW is a future priority growth market, and they’re in a strong position to make their growth plans a reality
In 2023, the league reported a record number of 526k national registered participants and announced a bold plan to reach the following by 2033:
1 million registered participants nationally
175k registered participants in NSW (2.5x current number)
Helping the cause:
AFL revenue topped $1 billion for the first time ever in 2023, with total revenue reaching $1.07 billion (+$104 million from 2022)
Sydney Swans were the league’s most widely supported AFL club in 2023 with 1.3+ million supporters, via Roy Morgan
GWS GIANTS are on the rise – they had the highest growth in social media followers within the AFL during the Jan-Apr period, with almost 10k more new followers than the AFL team (Collingwood) with the 2nd highest growth
Broadcast partner, Seven is expanding coverage in NSW this year
The AFL are investing:
$1b is being committed (10% of industry revenue) over the next decade to help grow the game at the grassroots level - NSW will receive a significant proportion
$2m has been spent on an ‘Expansion Hub’ that works with NSW AFL clubs to drive membership, attendances and grassroots initiatives
One unique way that AFL is set to grow in NSW is via 5th Quarter Camps
There's a growing movement of Australian sports stars successfully launching their own business ventures, and among them are Isaac Heeney and Toby Greene, who’ve created 5th Quarter Camps – a program designed to “grow the sport of Aussie Rules by exposing communities to positive learning experiences within a safe, fun and inclusive environment."
Sports stars are often in a unique position to generate off-field success, and this holds true for 5th Quarter Camps.
Why?
1. Social influence
Who better to teach kids about footy than two of NSW’s best players? The star-power behind 5th Quarter Camps gives it a strong competitive advantage, and it has already delivered a positive footy experience to 100's of young participants.
2. High-reach
Heeney & Greene can leverage their high-reaching social media, and personal profiles to generate PR for their new program - Their most recent PR campaign delivered 14.7m audience views across print, TV and online services across an 8-week period.
3. Strong networks
Athlete’s often have access to wide professional networks that many others don’t, or they can use their personal profiles to open doors to new partnerships that others can’t. 5th Quarter camps has utilised their network to attract:
AFL backing & support
A host of star players to be involved in the delivery of the program e.g. Chad Warner, Chloe Molloy, Alyce Parker, Tom Green
Blue-chip sponsors e.g. Harvey Norman, Guzman y Gomez
A partnership with We Are Posi (founded by Trent Cotchin)
This unique athlete-led game development program has benefits for young footy fans
The players are genuinely bought-in to giving the best possible experience because they own it, and this care extends to all the players involved. Why? Because they’re not just attending any old footy camp, they’re supporting their team mates with their off-field endeavors. This model results in high engagement with young participants, parents and everyone in attendance - A win for all.
The AFL & 5th Quarter Camps are well set to fuel each other's future growth.
Here's why sometimes the simplest sponsorship executions are the most effective ones…
The above clip that was posted on the Matildas' social media featuring the players wearing luxury female designer brand BEARE PARK has:
• 1.5+ million views on Instagram
• 683k+ views on TikTok
• Outperformed some other on-field/matchday related post by as much as 1000%
This is an amazing outcome for BEARE PARK, who became a sponsor of Football Australia and the 'Official Formal wear Partner of the CommBank Matildas' last year.
Why?
This clip introduces BEARE PARK to a new audience on a mass-scale, and alongside one of Australia’s most loved sports teams.
BEARE PARK has a relatively small Instagram following of 23k, and this post helps deliver reach, build brand awareness, and increases the likelihood of women purchasing their products (because the Tillies wear them).
The Matildas’ growing popularity is well-documented, and reflected via their social media
Data from Scout shows that the Matildas grew their social media following by 1+ million (+200%) in 2023 during last years’ FIFA Women’s World Cup, more than double any of Australia’s other national teams during the same year.
This has given them a platform to amplify, and deliver greater value to their sponsorships as the example below shows.
In 2024, their social media growth has remained strong and they now have the 3rd highest social media following of any Australian national sports team, sitting marginally behind the Socceroos, and the Australian Men’s Cricket Team who are well in front.
The Matildas' social media future looks bright...
On Instagram and TikTok, which are the biggest growth platforms and most used by younger fans, the Matildas are easily number 1.
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Australian Football League - Partnerships Account Manager
Australian Football League - Paid Performance Media Lead
Australian Golf Services - Business Development Manager
Australian Sports Foundation - Senior Project Manager
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Sportsbet - Head of Customer Marketing (CRM) Operations
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Tabcorp - Social Media Manager
Tasmania JackJumpers - Operations and Events Coordinator
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Tennis Australia - Marketing Partnerships Lead
Tennis Australia - Marketing Partnerships Coordinator
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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.