NISSAN X NETBALL AUSTRALIA MID-SEASON REPORT May 2017 MARKETING SPORT: A business, a passion, a challenge. Mitchell Wiley Nissan Australia
NISSAN X NETBALL AUSTRALIA MID-SEASON REPORT
May 2017
MARKETING SPORT:A business, a passion, a challenge.
Mitchell WileyNissan Australia
SPORT IS CHANGING
SO ARE SPONSORS
WHY SPONSORSHIP, WHY SPORT
INVESTMENT V CLUTTER
MASS REACH
APPEALS TO TARGET AUDIENCE
DIGITAL ACTIVATION
SPORT IS CHANGING
VENUE UPGRADES SHORT FORM SPORT
E-SPORT PROLIFERATION
DIGITAL ACTIVATION AND STORY TELLING
SPONSORS ARE CHANGING AS WELL
• Marketing budgets have changed / reduced
• ROI modelling has improved
• Logo exposures and QI modelling are becoming less relevant to established brands
• A rights holders ability to build a digital community around a brand is becoming an expectation
• Unexpected access is driving results
• Subjectivity in sponsoring a sport / team / athlete is having less of an impact
SPONSORSHIPS MUST BE RELEVANT, ACCESSIBLE AND MEASURABLE
SPORT(Rights Holder)
BRANDBRAND
TRADITIONAL SPONSORSHIP MODEL
Broadcast protection & inventory
Streaming protection & inventory
Sponsorship protection & inventory
INTERGRATED SPONSORSHIP MODEL
Interest and Avidity
Mass Reach
Cross Promotional
NISSAN PARTNERSHIPS
Nissan Audience Alignment
Fan Base
Community
Conversion
ROI
ROI CADENCE – MOTORSPORT EXAMPLE
MOTORSPORT
• Fans follow the brand
• Property built on heritage
• Provides relevant excitement to the brand
• Key metrics and fan engagement continue to grow
• Aligns to key LCV and SUV intenders
• Nissan fan base growth has aligned to primary target audience
• Provides differentiation from key competitors
CIRCUIT SAFARI VIDEO
NETBALL
• Strong alignment to target audience
• Category protection throughout
• Netball community and fans over index against social measures
• Engagement at all levels of the sport -
• Australian Diamonds
• Suncorp Super Netball
• Member Organisation
• Key ambassadors
• Associations and clubs
TOP SHOT VIDEO
FOOTBALL
• Key global partnership
• All of football approach – UEFA Champions League & City Football Group
• City Football Group provides unique global access
• Tim Cahill appointment has amplified partnership
DION - VIDEO
SPORT IS CHANGING
SO ARE SPONSORS
SUMMARY
• Sponsors must play a credible role in providing unique experiences to consumers
• A robust platform and ROI model prior to commencement will drive the health of the partnership
• Digital communities and story telling has become critical
• Traditional sponsorship assets while expected, are becoming less relevant
THANK YOU