19 January, 2020

4 future growth opportunities in sports sponsorship

4 future growth opportunities in sports sponsorship

Nielsen’s 2017-2018 Sport Report: Alcohol has identified four key future growth opportunities for alcohol and sports sponsorship.

The report highlights the key trends among alcohol-related brands within the sports industry. Drawing upon Nielsen’s syndicated Sports and Entertainment data sources, the major components of the sports sponsorship industry are addressed, including brand presence, share of voice, reach, value and consumption.

The report found beer and cider brands are the most prominent alcohol-related companies involved in sport sponsorship. As these brands tend to be involved in major partnership agreements, they account for more than half of the total QI media value (dollar value of brand exposure through sponsorship) generated by the alcohol category across the sports landscape.

So how does an alcohol brand achieve cut through in a crowded market - more than 50 alcohol-related brands present in Australian sports sponsorship during the last financial year - while also minimising the link traditional advertising and excessive drinking?

"Sports partnerships with governing bodies, teams, events and stadia serve as an opportunity to establish and extend alcohol brand reach and meaningful consumer connection opportunities," notes Kayla Ramiscal Nielsen Senior Account Manager.

Explore tier two sports

The Nielsen report notes that sports such as horse racing, golf or basketball have the potential to provide valuable consumer connections for alcohol brands – at a price point that may prove more cost-effective than the larger major codes – with an over-indexing of category consumption noted across these fan bases.

Expand spirits coverage

Spirit brands are less present in sport, yet their target consumers over-index in sports interest outside of the major codes including boxing, MMA/UFC, Moto GP and eSports.

Take a look at eSports

With a significant proportion of eSports fans believing alcohol is relevant to the sport, there is an opportunity for alcohol brands, particularly beer, to engage with this market.

Engage millennials

This group of consumers drink less than their older counterparts, however they are more open to trying new products, sampling international alcohol varieties, selecting brands with interesting packaging and they also more likely to trade up to premium product offers.

Click here to find out more. Nielsen is a Corporate Partner of The Drinks Association.