NRL's Magic Round delivers, GWS Giants social media antics gets results
NRL's Magic Round delivers, GWS Giants social media antics gets results
Today’s lineup:
The NRL's Magic Round is increasing in popularity and the concept continues to deliver for fans, the league and the government
The GWS GIANTS have faced recent criticism about their social media antics lately, but here’s why they should double-down on it
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.
Deakin University announced a 3-year renewal of their partnership with Netball VIC and the Melbourne Vixens
SIXT announced a new 2-year partnership with Netball SA and the Adelaide Thunderbirds, and became the official automotive partner of SA’s regional “Netball on the Road” program
Hawthorn FC announced a new 4-year deal with ISC, whose logo will continue to feature across Hawthorn’s official on-field and training apparel
The UFC and NSW’s Police Citizens Youth Clubs (PCYC) announced a new 3-year partnership focused on youth mentoring, MMA training sessions and fundraising
Crown Perth became RAC Arena’s “first Integrated Hotel and Resort partner” as part of a deal that will run until 2027
Netball Australia announced an operating surplus of $235,657 in 2023, with revenue increasing 15% to $44.67m
Suncorp Super Netball has had its biggest start to the season yet, breaking viewership and attendance records - 80,710 fans attended matches across the first 4 rounds, and significant audience increases were recorded on Kayo Sports, Foxtel Go and Foxtel
NRL clubs could potentially receive an additional $2m per year as part of a 10-year, $600m plan between the league and federal government to expand the competition into Papua New Guinea
ENGIE Stadium (home of GWS Giants) underwent a significant $4m LED lighting upgrade
Pat Cummins became an investor in SureVision, a company that operates DOOH screens in shopping centres, airports, office buildings, schools and at sports stadiums & events
T20 World Cup 2024 ambassador Usain Bolt unveiled New York’s newly-built 34,000-capacity cricket stadium ahead of the tournament in June
Brazil was named the host of the 2027 FIFA Women’s World Cup
The NFL confirmed it’s considering holding a regular season game in Australia within the next 3 years
The International Olympic Committee is producing 3 x new sports documentary series for the Olympic Games in partnership with Netflix
“Venu Sports” was announced as being the new name for the Disney, Fox and Warner Bros Discovery’s sports streaming joint venture which launches later this year
Lionel Messi’s famous napkin that linked him to Barcelona FC via a written in-principle agreement (when he was 13yo) has sold for US$965,000
The NRL's Magic Round is increasing in popularity and the concept continues to deliver for fans, the league and the government
Brisbane has just hosted another successful sold-out National Rugby League Magic Round, delivering a festival-like fan experience that extended well beyond the stadium, and across the city.
Magic Round success:
Matches sold out in record time with 140k+ tickets snapped up by fans
40% of ticket holders were from outside QLD (a figure that's doubled since 2019)
A record crowd of 25k+ fans attended Thursday night's Women's State of Origin series opener and broadcast metrics skyrocketed
In addition, Google Trends data shows the rising popularity of Magic Round over recent years - with online search interest for Magic Round up 21% vs last year and up 56% from the launch in 2021.
The expanded fan experience & footprint
Magic Round festivities could be seen and experienced across the city, and from the moment visitors stepped off the plane and entered the Brisbane Airport.
Located next to Suncorp Stadium, the iconic Caxton Street was central to the Magic Round fan experience.
For the 1st time in its 5-year history, and thanks to new partnerships with Brisbane City Council and Brisbane Economic Development Agency, a section of this precinct was closed to create a Fan Activation Zone, and thousands of fans gathered for pre-game food & drinks.
Sponsors got active…
Arnott’s Shapes was the official presenting partner of Magic Round, and many others activated within & around the stadium, and across the city.
Notable sponsorship activations:
Chemist Warehouse VIP Deck & Wellness zone
Westpac Catch & Keep
Youi Magic Kick
Bundaberg Bundy Deck
Kia Virtual Photo
Steeden Perfect Pass
Harvey Normal Immersive experience
Power’s Pub
Telstra Hub
Read More here.
On Saturday, within Caxton St at the famous Gambaro Hotel (purchased by the NRL in 2022 for a reported $25m) fans were able to join Dan Ginnane, Joel Caine and “Sportsbet trader” Sean Ormerod as they recorded Sportsbet's “Get 'Em Onside” podcast.
The Queensland Government is one of several who are showing an appetite to build its economy and profile through a major sports event portfolio
Why?
Because events like Magic Round positively impact the local economy:
In 2023 Magic Round injected $41.1m into the visitor economy, with visitors making a collective 123k nights of accommodation bookings
According to data from NAB, restaurants, pubs and hotels surrounding the Suncorp Stadium precinct experienced a 33% increase in spend compared to a regular weekend in 2023
With the expanded activity, footprint and increasing popularity, Magic Round has the potential to deliver an even greater YoY economic impact in 2024.
Due to its positive outcomes, and after a competitive bidding process, the NRL announced that Magic Round will return to Brisbane for the next 3 years.
Previous reports are that QLD has paid $2.1m annually for hosting rights in recent years, however the amount of the new deal is unknown.
The event is expected to generate $120m through to 2027.
What's next? The NRL is exploring a Magic Round for the NRLW
The GWS GIANTS have faced recent criticism about their social media antics lately, but here’s why they should double-down on it
Data from Scout shows that the Giants experienced the highest growth in social media followers within the AFL during the Jan-Apr quarter:
Key insights
The GWS Giants gained:
Almost 10k more new followers than the AFL team (Collingwood FC) with the 2nd highest growth
Over 300% more new followers than the AFL team with the lowest growth
What has driven this growth in social media followers?
To compete in the NSW market and to get cut-through, their social media team has been prepared to take risks, be bold, and create unexpected content that gets fans to pay attention.
For example, the Giants were exceptionally vocal in the lead up to their recent “Battle of the Bridge” Sydney Derby, via a series of memes and “garbage content” that cheekily mocked the Swans.
Although they lost the game on the field and had to eat their words, they won the off-field one as their social media activity triggered mass engagement and earned media coverage.
Enhancing fan connections by showcasing brand & player personality
As suggested in the clip above, the sports media landscape has changed and is continuing to evolve. Traditional sports media is full of highly-edited content with curated messaging, and this “safe” approach often serves a purpose.
However, athletes, teams and leagues who are prepared to express their personalities and POV, can create stronger fan connections, and the rewards of this measured-risk taking can be worth it.
Similar case study: NBA
The NBA has experienced strong global growth and Dan Easton (Insights Manager, Gemba) has attributed the players as being the “secret sauce”.
The NBA provides players with a rare level of freedom, enabling them to openly engage and express themselves in front of the media as much or as little as they like.
The end result is the production of relatable, controversial and appealing content that helps them connect with the everyday fan.
Read more here.
The Giants’ social media strategy helps build their brand, attract people into their funnel and supports their overarching growth
Sport is a unique product in the sense that it's multi-dimensional and can be measured in many ways - broadcast viewership, matchday attendance, sponsorship revenue, membership & merchandise sales, annual revenue etc.
Given social media underpins the growth of the above key metrics, it’s useful to have a clear strategy to achieve differentiation, strong performance and deliver growth.
The Giants’ approach has been labelled controversial at times and it’s easy to conform in the face of criticism.
The Giants have stuck to their strategy though.
Is there a line? Yes, there is.
But the Giants have managed to strike an appropriate balance between controversy and clicks in this day & age.
Athletics Australia - Digital Content and Marketing Coordinator
AusCycling - Event and State Operations Lead
Australian Football League - National Disability Inclusion Participation Lead
Bastion - Senior Broadcast Producer
Bastion - Senior Client Director PR
Bastion - Experiential Producer
Bastion - Social Media Manager
Bicycle SA - Program Coordinator
Carlton FC - Digital Marketing Coordinator
Cricket Australia - Head of Partnership Sales
Cricket NSW - Fan & Community Engagement Specialist - Sydney Sixers
Cricket Victoria - Head of Marketing & Fan Engagement (Melbourne Renegades)
Cricket Tasmania - Marketing & Content Manager
ESPN - Sales Executive
Football Australia - Senior Partnerships Manager
Foxtel Group - Producer Fox Sports
Foxtel Group - Sport Sales Strategy Executive
Gemba - Event Manager
Gold Coast Suns - Community Programs Coordinator
ISC Sport - Account Manager - NSW
Hockey WA - Venue Operations Lead
Kardinia Park Stadium Trust - General Manager - Venue and Commercial Operations
Little Athletics NSW - Event Coordinator
M&C Saatchi Sport & Entertainment - Senior Art Director
Mazda - Brand Marketing & Partnerships Specialist (10 Month Contract)
Moonee Valley Racing Club - Strategic Project Manager
Motorsport Australia - Communications Manager
National Basketball League - Fan Data and Analytics Manager
Netball Victoria - Partnership Coordinator
Netball Queensland - Marketing Coordinator
Nielsen - Product Specialist, Sports
Octagon - Brand Strategy Director
Parramatta Eels - Senior Digital Producer
Queensland University of Technology - Marketing and Promotions Officer, Sport
Racing Queensland - Chief Operating Officer
Red Bull - Sports Event Manager
Rugby League Players Association - Digital Content Producer
Seven - Sport Sales Executive
Sportsbet - Social Media Performance and Technology Manager
Sports Entertainment Network - Merchandise Manager
Sports Entertainment Network - Partnership Manager
Sports Entertainment Network - Game Night & Events Manager - Perth Wildcats
St Kilda FC - Events Lead
Swimming Australia - Marketing Manager
Sydney FC - Fan Engagement - Programs Coordinator
Tabcorp - Producer/Editor Sport
TEG - Event Coordinator
Tennis Australia - Digital Product Owner
Tennis Australia - Precinct Experience Lead
Tennis Australia - Manager- Tournament Spaces Delivery
Trek Bicycle - Australia & NZ Brand Specialist
Trek Bicycle - APAC e-Commerce Manager
Venues NSW - Commercial Partnerships Manager
Volley Australia - National Participation Product Manager
Western Bulldogs - General Manager Community Foundation
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.