Laura Allen.
In a country as vast and diverse as Australia, it can sometimes feel like we’re divided on many fronts. From politics to social issues, there’s no shortage of disagreements. But there’s one thing that consistently unites us: sport. Whether it’s the footy, cricket, netball, or local grassroots competitions, sport fosters a sense of camaraderie and community that transcends differences. And for brands looking to make an authentic connection with Australian consumers, local sport—particularly in regional areas—presents a huge opportunity.
In our latest study, conducted in partnership with Chi Squared Research - a regional and agri specialist research agency - we’ve delved into the role that sport plays in the lives of Australians, with a focus on regional communities. The findings reveal just how integral sport is to the fabric of local life, and how much of an impact it has on how people perceive and engage with brands.
Regional Australia already presents a largely untapped audience, with investment in local, grassroots sports the perfect gateway to build connections and opportunities among this valuable segment of 9.6 million^ Australians.
For businesses looking to expand their presence in regional Australia, aligning with local sport can be a game-changer. Regional communities have a deep emotional investment in their sporting teams and events, and this bond presents a unique opportunity for brands to connect with a highly engaged, loyal audience.
Why Regional Sport Matters
While national and international sports may dominate the headlines, it’s the local leagues, clubs, and community events that hold a special place in the hearts of regional Australians - with rugby beloved in regional NSW, and football in Victoria and Tasmania, while cricket is embraced across the country. This is where a significant amount of brand loyalty is built, at the grassroots level through personal connections, shared experiences, and local pride on the grounds of sport clubs across regional Australia. When brands engage with these communities, they tap into something much more meaningful than just a sponsorship deal or ad placement. They create genuine relationships.
- 85% of sports enthusiasts believe sport brings people together
One of the most effective ways to form these connections is by establishing a direct relationship with local club managers. These are the people who understand the heart of the community and can help brands connect in a way that feels authentic and impactful. In regional areas, this level of local involvement is essential for creating advertising that resonates.
The Power of Local Sports Advertising
Our research reveals a strong, positive sentiment towards local sports advertising, with a particular emphasis on regional Australia. When we look at the Millennial demographic—arguably one of the most coveted age groups for brands—regional Australians are more likely to respond positively to advertising that supports their local teams.
- 86% of Millennials agree that advertising helps support grassroots and local sporting clubs.
- 81% of Millennials in regional Australia feel more positive towards brands and businesses that sponsor sports clubs or events.
- 44% of Millennials also report that they find advertising in sports content more relevant to them than other forms of advertising.
These numbers underscore the immense potential of local sports sponsorships. Brands that strategically position themselves within this context don’t just promote their brand and products—they build goodwill and trust within tight-knit communities.
A Winning Strategy for Brands
For brands aiming to expand their footprint into regional areas, connecting with local sport is an effective and underutilised strategy. By aligning with sports clubs, sponsoring events, and supporting local teams, brands can leverage the powerful emotional connection regional Australians have with their sporting community. What’s more, this approach not only helps foster positive sentiment but also creates a sense of shared identity between the brand and its audience.
The key takeaway for brands is clear: sport is a bridge that connects communities across Australia. In regional areas, where people are deeply passionate about their local clubs and events, grassroots sports sponsorship offers an invaluable opportunity for authentic engagement. For brands that want to drive growth, deepen relationships, and build trust in regional Australia, local sport is the way forward.
Source: ACM Sports Subscriber Research, Chi Squared Research, Jul-Aug 2024. Sample size n=447. ^Boomtown, boomtown.media, Nov 2024.
Laura Allen, ACM Research and Insights Lead