The rules for marketers engaging with Australian sports fans
In this guest post Monique Perry reveals exclusive insights from Nielsen’s research into the changing habits of sports fans and brands.
Sport. It’s the lifeblood of Australian culture; we watch it, we play it, we talk about it, and we love companies that support Australian sport. In fact, 36 per cent of Australians feel more positive about companies that invest in Australian sport.
But just like we’d disown a family member who supported a rival team in the grand final, our sensitivities also mean brands need to understand who, how, when, what and why we’re engaging with sport and sport relatedcontent in order to achieve real cut through.
The Oxford Dictionary defines sport as: An activity involving physical exertion and skill in which an individual or team competes against another or others for entertainment. You could say the media and marketing industry is doing just that, and the consumer is the ball. A successful game strategy relies on understanding the rules.
