Articles preaching the role and potential value of sport partnerships for brands are not new. Potentially a little rarer when company and/or self-interest is accounted for. However, being in the unique position at Nature where we have a constant pulse on both the average Australian consumer and leaders at some of Australia’s biggest brands, it is hard to ignore a significant trend that is emerging—one that all marketers need to be aware of and thinking about: that is, the irrepressible rise of sports and, in particular, its increasing influence on market share and brand growth outcomes.
The headline numbers tell part of the story. Seven of the top ten most watched TV slots across Australia in 2024 were sporting events, and 30 out of the top 50! We’ve seen record AFL attendance. Record NRL attendance. Record NBL attendance. Record cricket attendance over the summer. Record golf participation. Just last week, the Australian Open attracted more than 1.2 million visitors within the space of three weeks.
(Australia, Commercial networks only)
Source: VOZ, Shares and platform audiences “when watched”* Learn more.
While a case could be made that population growth is fuelling these results, it also comes at a time of unprecedented macro headwinds. These include post-COVID health and socialisation concerns, cost of living pressures, and the rise of AI and augmented reality—just to name a few. These factors are in fact contributing to challenges faced by other leisure activities—cinema attendance is down over the long term, Australians are eating and drinking out less and music festivals are going out of business. Topped off by the fact that outside of sporting events, traditional TV viewership frequency continues to slowly decline (but is by no means ‘dead’).
Yet, in most cases, sporting events and participation programs are defying this trend and continuing to grow. And we’re increasingly seeing this flow through to impacting the brand dynamics within categories. While more fragmented media approaches are struggling to cut-through and drive brand saliency, headline sponsorships are contributing to strong brand awareness uplifts (particularly amongst younger consumers). Further to this, we’ve observed several brands ‘shift the dial’ on key brand differentiation or corporate social responsibility (CSR) KPIs through their sponsorship activations and the unique connection it can create with consumers.
Perhaps most notably, our consumer intel tells us that this trend is only poised to grow in the coming years, due to sports’ unique ability to address core needs of the emerging teen and Gen Z audience. Sport can uniquely deliver a mix of real social connection, holistic health, (physical and mental) and tribalisation/ belonging that this emerging generation is craving (as they push back against social media and screens).
The implication for marketers is that partnering with sporting teams/ bodies has never been more important to the critical objective of achieving mental availability for your brand. An objective that is becoming increasingly difficult in a highly fragmented media and technology platform landscape.
But this is far from a tightly kept secret. As more brands compete to partner with sporting teams and organisations, the ability to stand out and connect with fans and participants has never been more important. First and foremost, it highlights the need for distinctive brand assets (as identified by the Ehrenberg-Bass Institute). There are few media formats where your brand’s colours, symbols or taglines matter more. Beyond that, marketers must find unique ways to engage and excite through activations and promotions that tap into the audience’s core motivations for watching or playing—while also creatively humanising the brand (Toyota and NAB have done this incredibly well with the AFL over the years).
Toyota's “Feeling It” campaign – Celebrating 20 Years Of Partnership With The AFL. Learn more.
Beyond looking to land the perfect sporting partner, there is also a lot that marketers can learn from the ‘formula’ that underpins sports’ resilience and growing impact, specifically when it comes to attracting and retaining the all-important Gen Z consumer to your brand.
Social connection, particularly in-person, is less natural and comfortable to this emerging generation than previous (due to the role of screens in their lives). Creating ways and places for your consumers to connect, through physical activations and events, can help drive brand favourability.
Kia expanded its presence at the 2025 Australian Open with a range of tech-focused activations. Learn more.
While connection is appealing to younger consumers, so too is the age-old prospect of rivalry and tribalisation. Sport facilitates this in a way that goes beyond political or social perspectives, which can alienate and create fear. The use of characters and gamification can be a powerful way to standout and engage with your customers.
XXXX’s Postcodes of Origin campaign began as an initiative to create a bold demonstration of Queensland pride. Learn more.
Gen Z are more health-conscious than any generation before them. But the focus is on balancing physical and mental. While it’s not easy to replicate the benefits sport can offer, encouraging and helping your customers find this balance can be extremely powerful. Health-oriented programs like AIA Vitality nail this, but simple claims and messages framed around these dual-benefits can also provide brands with a competitive advantage.
AIA Vitality is a health and wellbeing program from AIA Australia that sponsors a number of sports teams and clubs. Learn more.
As with any marketing strategy, there’s no one-size-fits-all approach to getting sports partnerships right. However, as outlined, we are in a golden era of opportunity—one where brands that strategically invest, innovate, and truly connect with audiences can achieve lasting impact.
Paddy Cain, Partner, Nature
*calendar year to date to 26/12/24 and year-on-year excluding Summer Olympics 27.7 – 11.8, 18-2400, Total TV National. Con28 Audiences Ranks program and series averages (exclude finales in ranker and series highlights), BVOD only growth and Share same CYTD range and 6am to 2400. Cricket audiences’ main session only comparing three equivalent venue tests year-on-year and day one of Boxing Day. Cricket reach: all test content Seven and 7plus for the Tests season to date.
