Aussie sports fans a tough nut to crack for sponsors with highest level of cynicism globally

Just 18 per cent of sports fans have recommended brands which sponsor their team to a friend and Australian fans are more cynical than their international counterparts, a new study has claimed.

Repucom’s Fan Revolution study, which sampled 10,000 people across eight countries – the UK, USA, Germany, China, Japan, Australia, Malaysia and Mexico – divided fans into seven distinctive sub-categories, with the aim of discovering what motivates them and where sponsors and rights holders should be focusing their attention.

It identified three which are receptive to sponsorship; trend positives – people who watch sport to identify as a member of a group; game experts – those who want a deep understanding of the game and connection fans – those who enjoy sports for the opportunities to come together with friends/family.