Original article by Roy Morgan Research
Market Research Update – Page: Online : 29-Oct-15

A Roy Morgan Single Source survey has found that 4.7 million Australians (or 24.5 per cent of the population) associate principal partner and naming-rights sponsor Emirates with the Melbourne Cup. The survey, which was carried out in the year to June 2015, also shows that 47 per cent of Australians who say they "always watch" the Melbourne Cup on TV associate Emirates with the race, while 37 per cent of occasional viewers are aware of the link. In contrast, 15.7 per cent of the population associate the Australian Open Tennis’s major sponsor Kia with the tournament and 10.8 per cent associate Toyota with the AFL.

CORPORATES
ROY MORGAN RESEARCH LIMITED, THE EMIRATES MELBOURNE CUP, EMIRATES AIRLINES, AUSTRALIAN OPEN TENNIS, KIA MOTORS AUSTRALIA PTY LTD, TOYOTA MOTOR CORPORATION AUSTRALIA LIMITED, AUSTRALIAN FOOTBALL LEAGUE, TELSTRA CORPORATION LIMITED – ASX TLS, NATIONAL RUGBY LEAGUE, THE A LEAGUE PTY LTD, HYUNDAI MOTOR COMPANY AUSTRALIA PTY LTD, COMMOTION SYSTEMS, QANTAS AIRWAYS LIMITED – ASX QAN, AUSTRALIAN FORMULA ONE GRAND PRIX, FOSTER’S GROUP LIMITED, SKY CHANNEL PTY LTD, AUSTRALIAN ASSOCIATED MOTOR INSURERS LIMITED, RACING VICTORIA LIMITED, VICTORIA RACING CLUB LIMITED