Investment in sport sponsorships increased in 2022: Nielsen research
Nielsen Sports, a world chief in sponsorship analytics and fan intelligence, at present released insights on the Australian and New Zealand sponsorship market, specializing in alternatives for better alignment between sponsors and rightsholders, maximising partnership success, and identifying the vital thing developments most likely to influence the the business in 2023 and beyond.
The research exhibits sponsorship spend has increased in 2022, rising to 21.3% of whole advertising price range, compared to 19% last 12 months, reaffirming the year’s constructive trend and bolstering stakeholder confidence.
Head of Nielsen Sports for Pacific, Scott Gillham, says: “Nielsen’s Annual Sponsorship Outlook Survey, now in its third consecutive yr, takes inputs from leading brands, businesses and rightsholders in Australia and New Zealand to help them build better sponsorship strategies.
“Encouragingly, it shows increased positivity and optimism from all stakeholders – an indication the trade has discovered its feet once more, and continues to develop after a challenging couple of years. While sponsorship funding continues to grow, it’s nonetheless not fairly at pre-covid ranges, and income progress for rightsholders could additionally be better, so we’ve placed explicit concentrate on key development alternatives beneficial to all stakeholders, and areas the place efficiencies and ROI can be improved.”
Nielsen’s Sponsorship Outlook also highlights the increasing significance 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 shortly turning into a must-have.
Nielsen’s information additionally covers crypto forex, NFTs, the Metaverse, and identifies significant progress opportunities and options to make sponsorship funding extra environment friendly, including key emerging classes, plus a listing of Top 5 Greatest Misalignments between manufacturers and rightsholders.