Roy Morgan: Cars & AFL - sponsorship match made in heaven

[The_Wookie]

Source: Roy Morgan Research

Roy Morgan recently conducted a study which revealed that the AFL may as well stand for the Automotive Football League.

As of January 2014, 2,355,000 Australians aged 14+ were intending to buy a new car in the next four years — with 1,055,000 (or 44.8%) of them being AFL supporters. That represents a hefty swathe of the population 14+ (13.9%) being exposed to automotive sponsors in one way or another: via signage at matches and seen on TV broadcasts, on team websites and players’ jerseys, and so on.

 

[finders]

Just shows once again the corporate pulling power of the AFL.Any organisation with close to 800,000 paid members has massive bargaining power when chasing sponsers.

 

[Albert Ross]

It also shows why sports get massive TV deals. Advertisers want to target-market. Men (stereotypically) watch less TV and channel-surf showing no show-loyalty (an no brand loyalty as well). But when TV sport kicks in they get huge numbers of men in one spot (particularly lower socio-economic profile blokes) ... hence car adds, gambling adds, booze adds, hardware adds. Sport is a godsend to the advertising industry.

This is an old article from the 2005 but the theory is the same, the key bit is ...

At the other end of the advertising desirability scale, the OG5s are defined as "Trade Assistants and Factory Hands; Agricultural Labourers and Related Workers; Cleaners; Construction and Mining Labourers". Their 20 most watched shows include 11 AFL or NRL matches, four permutations of Big Brother, two car racing events, the Logies arrivals, a one day cricket match and Dancing with the Stars.

http://blogs.smh.com.au/entertainment/archives/the_tribal_mind/002814.html

You want to sell a bloke a car, you need to show them adds during sports broadcasts.

 

[stmookeyj]

It's probably also why Toyota chose to retain sponsorship of the competition rather than spending millions on a V8 Supercar program that Nissan/Volvo/Mercedes AMG have.


As for the historical link between cars and clubs, here's an off the top of my head list of car manufacturers linked to clubs over the years (not counting car rental companies, Delta [now Europcar] were short sponsors for many clubs whilst Budget with North and Hertz with Melbourne also sponsored clubs in the 80's). Feel free to add to the list.

ADELAIDE: Toyota (Major sponsor since Day 1)

BRISBANE: Hyundai (sponsor training facility/admin facility at Gabba)

CARLTON: Hyundai (Long term sponsor)

COLLINGWOOD: Renault (Coach sponsor during Malthouse era), Holden (Commodore branded Collingwood)

ESSENDON: Kia (major partner)

FREMANTLE: Ford (Shorts sponsor early 2000's)

GWS: Skoda (Stadium/Major sponsor first 2 seasons)

GOLD COAST: Fiat (Major Partner 2014)

GEELONG: Ford (Sponsor since forever)

HAWTHORN: Subaru (Shorts sponsor late 1990's)

MELBOURNE: Opel (2 year sponsor before they withdrew from Australian market)

NORTH MELBOURNE: Mazda (Major Sponsor since turn of century)

PORT ADELAIDE: Renault

RICHMOND: Jeep (Major Partner), Nissan (sponsor mid 2000's)

ST.KILDA:

SYDNEY: Volkswagen (Shorts Sponsor), Nissan (Shorts Sponsor 1994/95)

WEST COAST:

BULLDOGS: Mazda (2 game sponsor 2002)

 

[Papa G]

Jeep being a more niche brand would probably be happiest with those figures, but they also heavily advertise (and have a very memorable advertising campaign) which probably puts them more front of mind.

 

[Teen Wolf]

It's probably also why Toyota chose to retain sponsorship of the competition rather than spending millions on a V8 Supercar program that Nissan/Volvo/Mercedes AMG have.


As for the historical link between cars and clubs, here's an off the top of my head list of car manufacturers linked to clubs over the years (not counting car rental companies, Delta [now Europcar] were short sponsors for many clubs whilst Budget with North and Hertz with Melbourne also sponsored clubs in the 80's). Feel free to add to the list.

ADELAIDE: Toyota (Major sponsor since Day 1)

BRISBANE: Hyundai (sponsor training facility/admin facility at Gabba)

CARLTON: Hyundai (Long term sponsor)

COLLINGWOOD: Renault (Coach sponsor during Malthouse era), Holden (Commodore branded Collingwood)

ESSENDON: Kia (major partner)

FREMANTLE: Ford (Shorts sponsor early 2000's)

GWS: Skoda (Stadium/Major sponsor first 2 seasons)

GOLD COAST: Fiat (Major Partner 2014)

GEELONG: Ford (Sponsor since forever)

HAWTHORN: Subaru (Shorts sponsor late 1990's)

MELBOURNE: Opel (2 year sponsor before they withdrew from Australian market)

NORTH MELBOURNE: Mazda (Major Sponsor since turn of century)

PORT ADELAIDE: Renault

RICHMOND: Jeep (Major Partner), Nissan (sponsor mid 2000's)

ST.KILDA:

SYDNEY: Volkswagen (Shorts Sponsor), Nissan (Shorts Sponsor 1994/95)

WEST COAST:

BULLDOGS: Mazda (2 game sponsor 2002)

Collingwood also had Lexus, can't think of any others off the top of my head.

 

[pazza]

And here I was thinking this was a reference to "Football, Meat Pies, Kangaroos and Holden Cars"!

 

[Rob]

Jeep being a more niche brand would probably be happiest with those figures, but they also heavily advertise (and have a very memorable advertising campaign) which probably puts them more front of mind.

Possibly a little too memorable. I associate them with Richmond losing to 9th in their first finals series in a ******* long time.

 

[Ned_Flanders]

And here I was thinking this was a reference to "Football, Meat Pies, Kangaroos and Holden Cars"!

That was actually a rip off from a us ad (think they had it as "baseball, hot dogs, apple pie, and Chevrolet"