Auckland, 11 May 2022 – 经营体育赞助或正在考虑接受赞助的品牌需要考虑许多问题。确定资产、活动的优先次序，以及最终在何时何地集中使用品牌的赞助资金，是所有赞助商都需要考虑的重要决策。
随着 2022 赛季超级橄榄球和澳新英超联赛的全面展开，尼尔森通过分析电信和保险类别的体育迷行为，研究了赞助球队的机会。
- 您应该在哪些方面进行投资，以触及所需的目标受众？
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.
对于拥有正确数据的电信公司来说，这是一个巨大的机遇。
但赞助商与球迷的协同作用并不局限于超级橄榄球赛。
来看看保险商和新西兰最受喜爱的网球队之间的关系吧。
这些粉丝洞察力凸显了品牌契合在团队层面上的作用，表明将正确的团队与正确的品牌相匹配至关重要。这并不总是一件容易的事，但有了正确的数据，就不需要猜测了。
最终，这意味着快乐的粉丝和更快乐的赞助商。
When it comes to sponsorship, every brand’s objectives are different, but there are two common denominators:
- 品牌的价值观必须与团队的价值观保持一致，更重要的是
- 这必须是一种能与球队球迷产生积极共鸣的合作关系。
For more information on how to hit these important goals click here or clara.k.ng@nielsen.com.
