Sport sponsorship spend in Australia increased in 2022, rising to 21.3% of total marketing budget, compared to 19% last year, according to research by Nielsen Sports.
Nielsen’s Annual Sponsorship Outlook Survey, now in its third year, takes inputs from leading brands, agencies and rightsholders in Australia and New Zealand to help them build better sponsorship strategies.
Scott Gillham, head of Nielsen Sports for Pacific, says: "Encouragingly, it shows increased positivity and optimism from all stakeholders - a sign the industry has found its feet again, and continues to grow after a challenging couple of years.
"While sponsorship investment continues to grow, it’s still not quite at pre-covid levels, and revenue growth for rightsholders could also be better, so we’ve placed particular focus on key growth opportunities beneficial to all stakeholders, and areas where efficiencies and ROI can be improved.”
Nielsen’s Sponsorship Outlook also highlights the increasing importance of Brand Impact (up +25% pts on 2021) and Independent Research (up +25% pts on 2021) when measuring the performance of partnerships, suggesting accurate sponsorship ROI measurement is quickly becoming a must-have.
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