Auckland, 11 May 2022 – Brands that operate a sports sponsorship, or are considering taking on a sponsorship, have many questions to consider. Prioritising assets, campaigns and ultimately, where and when to focus your brand’s sponsorship dollar, is an important decision all sponsors need to consider.
With the Super Rugby and ANZ Premiership 2022 seasons in full swing, Nielsen has examined sponsorship opportunities for teams by analysing Sports Fan behaviours in the Telecommunications and Insurance categories.
- Où investir pour atteindre les publics cibles souhaités ? - Quels sont les segments de consommateurs à cibler pour la croissance ? - Comment affiner votre plan de communication pour les cibles d'acquisition connues au sein de la base de fans ? - Quelles offres de produits spécifiques devez-vous activer par le biais de vos actifs de partenariat ? - Quels sont les points de communication clés pour vos publics cibles ?
For 2degrees (one of NZ’s largest telcos) that decision was simple – hitch your wagon to one of New Zealand’s most loved and respected institutions – Super Rugby. In addition to their multiple assets, Super Rugby provides great leverage for the brands – it gives them numbers, affinity, and a loyal base, providing the brand resonates.
For instance Nielsen CMI data shows that nearly 32,000 2degrees broadband customers who are Super Rugby fans want a broadband upgrade. In fact, these 2degrees fans are 32% more likely to ramp up their home web connection speed in the next year, compared to the average Kiwi.
Not only do Super Rugby fans want faster internet speeds, they want new and better tech. 121,000 2degrees mobile customers who are Super Rugby fans also want to upgrade their mobile device or plan in the next 12 months. That’s 19% more likely than the NZ average to do so.
C'est une grande opportunité pour les opérateurs de télécommunications qui disposent des bonnes données.
Mais la synergie entre les sponsors et les supporters ne se limite pas au Super Rugby.
Découvrez la corrélation entre les assureurs et les équipes de netball les plus appréciées de Nouvelle-Zélande.
These fan insights highlight how brand fit works at a team level, demonstrating that it is crucial to match the right teams with the right brands. Not always an easy task, but with the right data, it takes out the guesswork.
Ultimately, it means happy fans and even happier sponsors.
When it comes to sponsorship, every brand’s objectives are different, but there are two common denominators:
- The brand’s values must align with those of the team, and (more importantly)
- Il doit s'agir d'un partenariat qui trouve un écho positif auprès des supporters de l'équipe concernée.
For more information on how to hit these important goals click here or clara.k.ng@nielsen.com.
