The Changing Face of the Australian Fan

Date: 24 August 2023

The collective wisdom of our industry tells us that Aussies are a sport mad bunch, so it’s no surprise that most brands who invest in sponsorship in Australia, do so overwhelming through sport. 

But what if that thinking is no longer valid? What if we aren’t as sport obsessed as we think? What if music, entertainment, and other non-sport passions are now what we care the most about? What if our increasing fragmented attention means we are passionate about more things, but our time spent on any one is less? And what if that attention is further under siege from international sports stealing eyeballs from traditional local offerings?