Grand Prix cancellation deals a blow to Rolex & Mercedes

Original article by Roy Morgan
Market Research Update – Page: Online : 18-Mar-20

The Formula 1 season was supposed to begin in Melbourne; however, the coronavirus led to a last-minute cancellation of the race, the first time in its history such a step has been taken. The cancellation is a huge disappointment to the millions of Australians who watch motorsports on TV. It is also a blow to the race’s prominent sponsors. Among Australian fans of Formula 1, and motor racing in general, the two brands that stand out the most when they are asked to name those associated with the Formula 1 Grand Prix are Rolex and Mercedes. Rolex is the naming rights sponsor of the Australian Grand Prix, and 4% of Australians associate the Swiss watch company with the Grand Prix in Melbourne. This brand association rises to 11% of those who occasionally watch Formula 1 on TV, 17% for those who participate in Motor racing, 23% for those who attend motor sport and 25% those who almost always watch Formula 1 on TV. Mercedes is naming rights sponsor for the most successful team, which has now won six Formula 1 World Championships in a row (2014-2019). It is associated with the Australian Grand Prix by 3% of Australians, but this rises to 10% of those who occasionally watch Formula 1 on TV or participate in Motor racing, 13% of those who attend motor sport and 14% of those who almost always watch Formula 1 on TV.

CORPORATES
ROY MORGAN LIMITED, FORMULA ONE, AUSTRALIAN FORMULA ONE GRAND PRIX, ROLEX, MERCEDES-BENZ AG

Domain calls stumps on Test naming rights in middle of four-year deal

Original article by Chris Barrett, Daniel Cherny
The Age – Page: Online : 20-Feb-20

Property listings group Domain Holdings has advised Cricket Australia that it will not extend its naming rights sponsorship deal for men’s Test matches. Domain replaced Magellan Financial Group as naming-rights sponsor in June 2018, in the wake of the ball-tampering scandal in South Africa. Domain’s four-year deal included an option to walk away from the arrangement after two years. Cricket Australia will seek a new sponsor, while it is holding talks with Domain about its future involvement in the sport.

CORPORATES
CRICKET AUSTRALIA, DOMAIN HOLDINGS AUSTRALIA LIMITED – ASX DHA, MAGELLAN FINANCIAL GROUP LIMITED – ASX MFG

Emirates still top brand associated with Melbourne Cup

Original article by Roy Morgan
Market Research Update – Page: Online : 14-Jan-20

New research from Roy Morgan shows that Emirates is still the top brand associated with the Melbourne Cup, two years after the Dubai-based airline ended its naming rights sponsorship of Australia’s most watched horse race. Nearly 3.9 million Australians (19%) associate Emirates with the Melbourne Cup, down from a high of 5.3 million (27%) in 2016. Emirates held naming rights sponsorship for the Cup from 2004 to 2017. New naming rights sponsor Lexus is associated with the Cup by nearly 830,000 Australians (4%). However, recognition rises to 10% among Australians who watch the Cup on TV and to 15% among Australians who bet on horse racing in an average week. Lexus signed a five-year naming rights sponsorship agreement for the Melbourne Cup, covering the years 2018-2022 and has ground to make up on previous sponsor Emirates, which had a sponsorship association of 9% in its first year. Other sponsors Australians associate with the Melbourne Cup include Myer, Foster’s, AAMI and Sky Channel. Sponsorship recall is higher for all key brands among those who bet on horse racing, ahead of those who watch the race on TV.

CORPORATES
ROY MORGAN LIMITED, THE LEXUS MELBOURNE CUP, EMIRATES AIRLINES, LEXUS, MYER HOLDINGS LIMITED – ASX MYR, FOSTER’S GROUP LIMITED, AUSTRALIAN ASSOCIATED MOTOR INSURERS LIMITED, SKY CHANNEL PTY LTD

KFC hits it out of the park with Big Bash sponsorship

Original article by Roy Morgan
Market Research Update – Page: Online : 11-Feb-19

A Roy Morgan Single Source survey shows that 21% of Australians aged 14+ associated KFC with the Big Bash League in the year to September 2018. This rises to 40% among Australians who almost always or occasionally watch cricket on TV. However, only 3% of TV cricket watchers associate pay-TV company Fox Sports and long-term cricketing sponsor the Commonwealth Bank with the Big Bash. The Commonwealth Bank is associated far more strongly with Test Cricket, for which the bank had a long-term sponsorship arrangement. This ended in early 2017 but 24% of TV cricket watchers associate the bank with Test Cricket, ahead of the official Fast Food Restaurant of Cricket Australia, KFC, on 22%. Another long-term former sponsor, CUB’s Victoria Bitter, is still heavily associated with Test Cricket by 15% of TV cricket watchers. VB ended more than 20 years’ sponsorship of Australian cricket early in 2017.

CORPORATES
ROY MORGAN LIMITED, BIG BASH LEAGUE, KFC, COMMONWEALTH BANK OF AUSTRALIA – ASX CBA, CARLTON AND UNITED BREWERIES

Domain eyes summer of sport boost

Original article by Max Mason
The Australian Financial Review – Page: 18 : 21-Nov-18

Property listings group Domain Holdings will have a significant marketing presence on Australian TV during the 2018-19 summer. Domain will be the naming rights sponsor of cricket, which will be broadcast by the Seven Network for the first time. Domain is also expected to be marketed heavily on the Nine Network following the merger between Nine Entertainment Company and Fairfax Media, which is Domain’s largest shareholder. CEO Jason Pellegrino is confident that Domain can increase its reach outside its core markets of Sydney and Melbourne.

CORPORATES
DOMAIN HOLDINGS AUSTRALIA LIMITED – ASX DHA, SEVEN NETWORK LIMITED, SEVEN WEST MEDIA LIMITED – ASX SWM, NINE NETWORK AUSTRALIA LIMITED, NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC, FAIRFAX MEDIA LIMITED – ASX FXJ, CRICKET AUSTRALIA, AUSTRALIAN OPEN TENNIS

Toyota latest to dismiss Warner

Original article by Nick Tabakoff
The Australian – Page: 7 : 6-Apr-18

Disgraced former vice-captain David Warner has advised that he will not challenge a 12-month ban imposed by Cricket Australia for his role in the ball-tampering scandal. Meanwhile, car-maker Toyota has terminated its sponsorship deal with the batsman, after Asics and LG also ended their association with him in the wake of the scandal. Prior to the ball-tampering affair, Warner had been on track to earn around $A6m in 2018 from sponsorship deals and contracts with CA and the Indian Premier League.

CORPORATES
CRICKET AUSTRALIA, TOYOTA MOTOR CORPORATION AUSTRALIA LIMITED, ASICS, LG ELECTRONICS AUSTRALIA PTY LTD, INDIAN PREMIER LEAGUE, NESTLE AUSTRALIA LIMITED, WESTPAC BANKING CORPORATION – ASX WBC, WOOLWORTHS GROUP LIMITED – ASX WOW

NAB Challenge satisfies NAB customers

Original article by Roy Morgan Research
Market Research Update – Page: Online : 1-Mar-16

A Roy Morgan Single Source survey has found that 82 per cent of National Australia Bank customers aged +14 who "occasionally" watch NAB Challenge games during the AFL’s pre-season are very or fairly satisfied with the bank, while the satisfaction level among those who "almost always" watch NAB Challenge matches is 88 per cent. Meanwhile, 80.2 per cent of National Australia Bank customers overall were satisfied with the bank during the six months to December 2015.

CORPORATES
ROY MORGAN RESEARCH LIMITED, NATIONAL AUSTRALIA BANK LIMITED – ASX NAB, AUSTRALIAN FOOTBALL LEAGUE

Junk food ads saturate cricket broadcasts, uni study reveals

Original article by Kate Hagan
The Age – Page: 2 : 28-Jan-15

Obesity Policy Coalition members such as the Cancer Council Victoria and the Victorian branch of Diabetes Australia are urging Cricket Australia to abandon corporate sponsorship deals with fast food brands. New research by Wollongong University shows that during three One Day International and two Twenty20 matches as well as the first three days of the Ashes test series in 2014, junk food branding was shown 3,000-plus times in the TV broadcasts. Almost all of this was linked to naming rights sponsor KFC

CORPORATES
KFC, YUM! RESTAURANTS AUSTRALIA PTY LTD, CRICKET AUSTRALIA, UNIVERSITY OF WOLLONGONG, OBESITY POLICY COALITION, DIABETES AUSTRALIA – VICTORIA, THE CANCER COUNCIL VICTORIA

Sport makes some unhealthy choices

Original article by Harriet Alexander
The Sydney Morning Herald – Page: 2 : 16-Oct-14

Rona Macniven of the University of Sydney released a new survey at the Sports Medicine Australia congress on 15 October 2014. It shows that sporting bodies derive a substantial share of their sponsorship revenue from deals with companies that sell products deemed unhealthy. Fast food, alcohol and gambling account for 27% of the sponsorships in cricket, with rugby league, rugby union, Australian rules and soccer ranked next. Fast food chain McDonald’s has launched a new Western Sydney Wanderers meal, to be sold in 88 outlets across the soccer club’s catchment area in western Sydney

CORPORATES
McDONALD’S AUSTRALIA LIMITED, WESTERN SYDNEY WANDERERS FC PTY LTD, AUSTRALIAN SPORTS COMMISSION, SPORTS MEDICINE AUSTRALIA, UNIVERSITY OF SYDNEY, CRICKET AUSTRALIA, COCA-COLA AMATIL LIMITED – ASX CCL, KFC, YUM! RESTAURANTS AUSTRALIA PTY LTD, BET365 GROUP LIMITED, NESTLE AUSTRALIA LIMITED, CARLTON UNITED BREWERS, FOSTER’S GROUP LIMITED, SABMILLER PLC

Souths to cash in from victory

Original article by Joe Aston, Jessica Gardner, John Stensholt
The Australian Financial Review – Page: 3 : 7-Oct-14

The South Sydney team on 5 October 2014 won the National Rugby League grand final against Canterbury, its first such victory since 1961. The telecast of the match also brought an all-time high audience figure of close to 2.6 million for free-to-air TV network Nine. Increased merchandise sales and a boost in club membership numbers after the success will mean South Sydney records a net profits of nearly $A2m for 2014. Controversy has engulfed Rowen Craigie, CEO of South Sydney sponsor Crown Resorts, after he allegedly supported Canterbury

CORPORATES
SOUTH SYDNEY RUGBY LEAGUE CLUB, BULLDOGS RUGBY LEAGUE CLUB LIMITED, CROWN RESORTS LIMITED – ASX CWN, NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC, BRISBANE BRONCOS LIMITED – ASX BBL, NEWS CORPORATION – ASX NWS, NATIONAL RUGBY LEAGUE, UBS HOLDINGS PTY LTD, AUSTRALIAN FOOTBALL LEAGUE, SYDNEY SWANS FOOTBALL CLUB, HAWTHORN FOOTBALL CLUB