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PAFC Slidedeck 2020 15-Revised

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PAFC Slidedeck 2020 15-Revised BUSINESS BEYOND BOUNDARIES OUR UNIQUE STORY DEFINED BY THE PORT ADELAIDE SUCCESS With 37 premierships, we are FOOTBALL CLUB the most successful football club HAS A RICH 150 in Australia. YEAR HISTORY. CHANGING TO THIS DAY, LIVES We are deeply connected WE CONTINUE with our community and are committed to driving positive TO BE BOLD. change. PROVEN INNOVATORS Over a long period of time we continue to challenge the status quo and deliver for our partners. WHAT SETS US APART WE ARE THE ULTIMATE CHALLENGER, NEVER SETTLING ALWAYS POWERFUL ENGAGEMENT Our fans are proven to support club FOR MEDIOCRITY AND ALWAYS partners more than any other AFL clubs fans. CHALLENGING LOOKING TO THE FUTURE. Despite our club success, we adopt a challenger mindset OUR PROPOSITION STARTS in searching for new ways to improve and deliver for WITH THE AFL AND HAS NO partners. COMMUNITY LEADERS Power Community Limited leads BOUNDARIES. Australian Sport in delivering life changing programs that create demonstrable social impact. AFL NATIONAL PLATFORM Access Australia’s largest and most engaged audience, FIRST INTO CHINA entrenched in the Nations Our world first venture into China greatest game. connects us to Australia’s greatest trading partner and the worlds largest consumer market. NATIONAL PLATFORM AFL STATS AFL IS THE FOURTH HIGHEST THAT MATTER 182m+ 7.5m+ ATTENDED SPORT IN THE CUMULATIVE CUMULATIVE 7m N0.1 AUSTRALIAN TV AFL ATTENDANCE TOTAL NUMBER AFL.COM.AU IS AUDIENCE IN 2019 IN 2019 WORLD AFL FANS THE LEADING GLOBALGLOBAL AVERAGE AVERAGE CUMULATIVECUMULATIVE UNIQUESPORTS UNIQUE WEBSITETV NTV SPORTING ATTENDANCE AUDIENCE AUSTRALIA AVERAGESPORTING ATTENDANCE ATTENDANCE AUDIENCE NFL 67.4K PAY TV NFL 67.4K PAY TV BUNDESLIGA 43.5K BUNDESLIGA 43.5K 4.2m+ 1m+ FREE-TO-AIR ENGLISH PREMIER LEAGUE 38.2K AUSTRALIANS ARE UNIQUE DIGITAL FREE-TO-AIR ENGLISH PREMIER LEAGUE 38.2K PAID MEMBERS OF AUDIENCE PER AUSTRALIAN FOOTBALL LEAGUE AUSTRALIAN FOOTBALL LEAGUE36.7K 36.7K 2.97AN AFL CLUB MONTH INDIAN PREMIER LEAGUE 32.8K 2.97 INDIAN PREMIER LEAGUE 32.8K 2.96 15.9m 2.961.65m AVID NUMBERAVID FANS FANS OF AVID FANS AUSTRALIANS ARE DOMESTIC AFL CONSUMERS PARTICIPATION 5,432,000 IN AUSTRALIAN 5,432,000 FOOTBALL IN 2019 1.33 3,967,000 1.33 3,967,000 9.61 9.618.42 8.4210.19 10.191.89 1.892.70 2.70 3,348,000 3,348,000 SOCIAL, DIGITAL & TV OUR PEOPLE NATIONAL AUDIENCE REACH 2.9m 1m OUTSIDE SOUTH AUSTRALIA Avg2.9m monthly Average1m monthly SOCIAL, impressionsAvg monthly videoAverage views monthly impressions videoREACH views ACROSS CHANNELS DIGITAL & TV 190k 103k Facebook190k likes Twitter103kAND followers DEMOGRAPHICS. OUR Facebook likes Twitter followers 10m+ 2.9m 65% ANNUAL TV AVG MONTHLY 96k 90k AUDIENCE IMPRESSIONS 96kInstagram followers 90kApp PEOPLEdownloads ARE MORE CONNECTED Instagram followers App downloads 68k 10m+AND MORE ENGAGED. 190k 1m Contactable68k database 10m+Annual TV audience FACEBOOK AVG MONTHLY Contactable Annual TV audience LIKES VIDEO VIEWS database SOCIAL, DIGITALMEMBERSHIP & TV & ATTENDANCE NATIONALNATIONAL AUDIENCE REACHGENDERGENDER BREAKDOWN MEMBERSHIP & OUTSIDE SOUTH AUSTRALIA 103k 90k 2.9m 1m AUDIENCE* TWITTER APP ATTENDANCE Avg monthly Average monthly FOLLOWERS DOWNLOADS 5 YEAR AVERAGE impressionsAvg monthly videoAverage views monthly impressions video views60k+ 42%42% 42.6 Members60k+ FEMALEFemale Average42.6 age Members YoungerAverage than age AFL Avg 190k 103k Younger than96k AFL Avg Facebook190k likes Twitter103k followers 68k Facebook likes Twitter followers38k+ 58%58% INSTAGRAM CONTACTABLE 60k+ 38k+ 38k+Average attendance 65% Male FOLLOWERS DATABASE PAFC MEMBERS HOME ATTENDANCE 96k 90k Average attendance MALE 96kInstagram followers 90kApp downloads Instagram followers App downloads 68k 10m+ Contactable68k database Annual10m+ TV audience 42.6 Yrs Contactable Annual TV audience 742k 350k AVERAGE AGE CUMULATIVE PAFC FANS database MATCH DAY MEMBERSHIP & ATTENDANCE *OUTSIDEGENDER SOUTH BREAKDOWN AUSTRALIA *YOUNGER THAN AFL AVG. 60k+ 42%42% 42.6 Members60k+ FEMALEFemale Average42.6 age Members YoungerAverage than age AFL Avg Younger than AFL Avg 38k+ 58% 38k+Average attendance 58%Male Average attendance MALE COMMUNITY LEADERS UNPARALLELED WE LEAD THE AFL IN IMPACT EMPOWERING 70,652 45k+ YOUNG AUSTRALIANS REACH FROM ITEMS DONATED OUR PROGRAMS THROUGH A RANGE OF LIFE CHANGING PROGRAMS 769 2,502 SCHOOL VISITS HOURS SPENT IN ACROSS THE COMMUNITY AUSTRALIA BY PAFC PLAYERS 20k+ 191 HOURS PAFC STUDENTS PLACED STAFF SPEND IN INTO TERTIARY THE COMMUNITY EDUCATION We leverage the power of elite football to OR JOBS drive real social and economic change in our community through programs that create education and employment outcomes. INTERNATIONAL PLATFORM IN 2017, WE BECAME SHOWCASE THE FIRST NON-CHINESE IN SHANGHAI 21m+ 3000+ PRO SPORTS TEAM TO PLAY LIVESTREAM CORPORATE AUDIENCE GUESTS NETWORKING ON FOR PREMIERSHIP POINTS MATCH DAY 52k IN CHINA. WEIBO FOLLOWERS 550+ HIGH PROFILE BUSINESS ATTENDEES AT 12k OFFICIAL GALA WECHAT DINNER FOLLOWERS SOLD 9400 2019 - SOLD OUT TWITTER BRAND ASSETS MORE THAN JUST A GAME FOLLOWERS AND MATCH DAY Beyond our annual Shanghai game, CORPORATE FACILITIES Port Adelaide is using the power of sport to develop meaningful opportunities for Australian 16m+ 4m+ 2020 CHINESE VIEWERS ANNUAL and Chinese businesses. Our approach and value ON SALE NOW proposition extends beyond traditional sporting BROADCAST SHANGHAI GAME, assets as we develop strategic commercial AUDIENCE OF PAFC MORE THAN THE partnerships with like-minded organisations. GAMES IN 2019 AFL GRAND FINAL HOW WE DO BUSINESS ENTRY INTO ADELAIDE CHINA ALWAYS THE AFL OVAL STRATEGY CHALLENGING, WE CONTINUE TO BE BOLD After decades of Port Adelaide were Port Adelaide is the dominating the SANFL once again the agents first and only non- AND NEVER and South Australian for change and Chinese professional football resisting the championed the move sporting club to play national agenda for the of AFL football to the for premiership points SETTLE FOR game, Port Adelaide re-developed Adelaide in mainland China. drove the agenda that Oval in 2014 from A sports diplomacy MEDIOCRITY. led to the formation Football Park strategy has seen many of the Crows in 1991 The Club’s game day new sponsors and and ultimately Port experience in now government bodies THESE ARE Adelaide’s entry into considered the best in come on board. the in 1997 Australian sport, with iconic rituals like ‘Never EXAMPLES OF Tear us Apart’ drawing fans from around the HOW WE DO world. BUSINESS. 1989 1994 1997 2004 2014 2017 PORT’S INITIAL AFL LICENSE AFL AFL ADELAIDE INAUGURAL AFL AFL BID GRANTED ENTRY PREMIERSHIP OVAL MOVE GAME IN CHINA OUR PROVEN APPROACH AWARENESS CONSIDERATION CONVERSION 1 & BRAND 2 & PREFERENCE 3 & LOYALTY DRIVING DECISIONS AND Start the conversation Build on the conversation Convert the affinity Build awareness of your brand Develop trust and association Tactical campaign builds, BRAND LOYALTY THROUGH on the national stage Target PAFC’s engaged targeted customer acquisition Develop association through audience via digital and unique Generate brand loyalty ACTIVATING INSIGHTS THAT profile assets activations CREATE CONNECTION AND DELIVER ROI. “The most engaged and connected fans ever recorded, any sport, any team in Australia” 2014 AFL MEMBER SURVEY, DEAKIN & SWINBURNE UNIVERSITIES ENGAGEMENT ACROSS MULTIPLE CHANNELS OUR PEOPLE ARE INVESTED 44% OF PAFC SUPPORTERS ACTIVELY SUPPORT BRANDS THAT SUPPORT THE CAUSES THEY ARE PASSIONATE ABOUT. 26% OTHER AFL CLUBS 18% GENERAL POPULATION MORE ENGAGED, MORE OFTEN. OUR PEOPLE ARE INVESTED RENAULT 98% BRAND RECALL AMONGST THE PAFC SUPPORTER BASE WITHIN 3 YEARS OF PARTNERSHIP LAUNCH “Since partnering with Port Adelaide two years ago, Renault has enjoyed a mutually beneficial association that has seen both parties grow significantly. The leadership and team spirit shown by 10% Port mirrors that of our team and we couldn’t be happier with the partnership.” JUSTIN HOCEVAR, MANAGING DIRECTOR, RENAULT AUSTRALIA OF ALL AFL FANS (7m) CONSIDERED BUYING A RENAULT AFTER 3 YEARS OF PARTNERSHIP $20m RENAULT SALES WERE GENERATED DIRECTLY BY THE DEDICATED PAFC SALES TEAM OUR PEOPLE ARE INVESTED BANK SA APPROACH RESULT AWARENESS Build brand awareness and affiliation through an asset 248 spread that bought to life the Bank SA ‘Let’s do this’ NEW HOME LOANS Campaign and commitment to the partnership CONSIDERATION Deliver a campaign focused on ‘member first’ mindset. 189 Use a customised suite of assets to continually reinforce Bank SA messages and build NEW CUSTOMERS trust. CONVERSION Offer up exclusive PAFC incentive and call to action, $83m driving membership base to a specific landing page and dedicated home loan team SETTLED LOANS with a customer first mindset OUR PEOPLE ARE INVESTED ENERGY AUSTRALIA 2893 MEMBERS AND SUPPORTERS JOINED ENERGY AUSTRALIA ‘POWER’ PLAN IN THE FIRST YEAR $4.9m NEW ENERGY CONTRACTS MARKETED TOGETHER TO ACHIEVE CAMPAIGN GOALS IF OUR APPROACH RESONATES LET’S TALK James Lindsay General Manager – Commercial Port Adelaide Football Club 0434 182 351 | [email protected] Brett Mathers Commercial Development Manager Port Adelaide Football Club 0400 226 434 | [email protected] APPENDIX ICONIC BRAND ICONIC BRAND JUMPER BRANDING GENERATES $4m MEDIA VALUE PER YEAR ICONIC BRAND MEDIA BACKDROP GENERATES $1.2m MEDIA VALUE PER YEAR PER PARTNER ICONIC BRAND MEDIA POLO GENERATES $1m MEDIA VALUE PER YEAR PER PARTNER .
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