Australia & New Zealand Monthly sponsorship industry analysis report June 2013 AUSTRALIA & NEW ZEALAND International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com ISSN 2050-4888 eISSN 2050-4896 Copyright ©2012 by International Marketing Reports Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors or actions taken as a result of information provided. 2 Sponsorship Today methodology Sponsorship Today reports are created through the collection of data from news feeds, web searches, industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches, annual financial reports and contacting sponsors, agencies and rights holders. Most sponsorship deals are not reported and, of those that are, the majority do not provide accurate fee or duration data. IMR estimates unreported fee values through comparisons with similar deals, contacts with industry insiders and through its long experience of creating sponsorship analysis reports. There is no guarantee of accuracy of estimates. The sponsorship industry is also known to overstate sponsorship fee values. Such reports are frequently based on the maximum potential value of a deal and might include the total should all incentive clauses (such as sporting success) be met and no morality clauses invoked. In such cases, rights holders rarely achieve their maximum values. IMR also states all in-kind deals as an estimated cash value. Estimated values listed in this report are marked in red, whereas reported values are marked in black. All values throughout this report are given in US dollars. 3 CONTENTS Executive summary .............................................................................................................................. 7 Sponsorship industry size.................................................................................................................... 7 Investing industries .............................................................................................................................. 7 Major challenges in Australia............................................................................................................... 8 New Zealand – Rugby is king .............................................................................................................. 9 Popularity of sport in Australia / New Zealand ................................................................................ 11 Australia ............................................................................................................................................. 12 New Zealand ..................................................................................................................................... 15 Super Rugby .................................................................................................................................. 15 Australia / New Zealand sponsorship analysis ................................................................................ 16 Australia / New Zealand sponsorship analysis by sport .................................................................... 17 Australia / NZ sponsorship analysis by industry sector ..................................................................... 19 Australia / NZ sponsorship by international source ........................................................................... 21 Australia / NZ sponsorship analysis by company .............................................................................. 23 Australia – sponsorship analysis by sport....................................................................................... 25 Australian Rules Football sponsorship analysis ................................................................................ 27 Australian rugby league sponsorship analysis .................................................................................. 30 Australian motorsport sponsorship analysis ...................................................................................... 33 Australian soccer sponsorship analysis ............................................................................................ 36 Australian cricket sponsorship analysis ............................................................................................. 39 Australian tennis sponsorship analysis ............................................................................................. 42 Australian rugby union sponsorship analysis .................................................................................... 45 Australia – sponsorship analysis by industry sector ..................................................................... 48 Financial services .......................................................................................................................... 48 Government ................................................................................................................................... 49 Automotive ..................................................................................................................................... 50 Alcohol ........................................................................................................................................... 50 Soft drinks ...................................................................................................................................... 51 Airlines ........................................................................................................................................... 51 Telecommunications ...................................................................................................................... 52 Australia – sponsorship analysis by international source ............................................................. 52 Australia – sponsorship analysis by company ................................................................................ 54 New Zealand sponsorship analysis by sport ................................................................................... 56 New Zealand Rugby Union sponsorship analysis ............................................................................. 58 New Zealand soccer sponsorship analysis ....................................................................................... 61 New Zealand cricket sponsorship analysis ....................................................................................... 64 New Zealand sponsorship analysis by industry sector .................................................................. 67 New Zealand sponsorship analysis by international source ......................................................... 70 New Zealand sponsorship analysis by company ............................................................................ 72 Australian sports sponsorship deals ................................................................................................ 73 New Zealand sports sponsorship deals ......................................................................................... 122 4 Table of charts and tables Table 1. Comparative population of Australia and New Zealand by major cities ................................. 11 Table 2. Total attendance of Australian primary sports 2003-2012 ...................................................... 12 Chart 1. Average attendance of Australian primary sports 2003-2012 ................................................. 12 Chart 2. Total attendance of Australian primary sports 2003-2012 ...................................................... 13 Table 3. Australian club attendance 2012 – AFL .................................................................................. 13 Table 4. Australian club attendance 2012 – NRL ................................................................................. 14 Table 5. Australian club attendance 2012 – Super Rugby ................................................................... 14 Table 6. Australian club attendance 2012 – A League ......................................................................... 14 Chart 3. Super Rugby average attendance by country 2006-2012 ...................................................... 15 Chart 4. Super Rugby average attendance by club 2012 ..................................................................... 15 Table 7. Australia / New Zealand sponsorship spend overview ........................................................... 16 Table 8. Comparative GDP – Australia and New Zealand ................................................................... 16 Table 9. Australia / New Zealand sponsorship analysis by sport ......................................................... 17 Chart 5. Australia / New Zealand sponsorship analysis by sport by number of deals .......................... 18 Chart 6. Australia / New Zealand sponsorship analysis by sport by value of deals ............................. 18 Table 10. Australia / New Zealand sponsorship analysis by