Football fans more trusting of sponsors, study suggests

Australian football fans are more trusting of a sponsor and more likely to try and buy their products than those who follow other sports, according to new research.

Sports and entertainment marketing firm Octagon, in its Football Passion Drivers study, found supporters of the round ball game feel more “connected” to a sport as a result of a sponsors involvement than fans of cricket, rugby union or the Olympics.

But awareness of sponsorship still remains low, the study indicated.

“In 2014, Australia boasts a truly passionate, active and engaged football fan base,” Octagon Australia general manager Wylie Fowler said. “The increasing significance of the world game in Australia should not be underestimated by brands, broadcasters or those within the sport.