NISSAN X NETBALL AUSTRALIA MID-SEASON REPORT

May 2017

MARKETING SPORT:A business, a passion, a challenge.

Mitchell WileyNissan Australia

SPORT IS CHANGING

SO ARE SPONSORS

WHY SPONSORSHIP, WHY SPORT

INVESTMENT V CLUTTER

MASS REACH

APPEALS TO TARGET AUDIENCE

DIGITAL ACTIVATION

SPORT IS CHANGING

VENUE UPGRADES SHORT FORM SPORT

E-SPORT PROLIFERATION

DIGITAL ACTIVATION AND STORY TELLING

SPONSORS ARE CHANGING AS WELL

• Marketing budgets have changed / reduced

• ROI modelling has improved

• Logo exposures and QI modelling are becoming less relevant to established brands

• A rights holders ability to build a digital community around a brand is becoming an expectation

• Unexpected access is driving results

• Subjectivity in sponsoring a sport / team / athlete is having less of an impact

SPONSORSHIPS MUST BE RELEVANT, ACCESSIBLE AND MEASURABLE

SPORT(Rights Holder)

BRANDBRAND

TRADITIONAL SPONSORSHIP MODEL

Broadcast protection & inventory

Streaming protection & inventory

Sponsorship protection & inventory

INTERGRATED SPONSORSHIP MODEL

Interest and Avidity

Mass Reach

Cross Promotional

NISSAN PARTNERSHIPS

Nissan Audience Alignment

Fan Base

Community

Conversion

ROI

ROI CADENCE – MOTORSPORT EXAMPLE

MOTORSPORT

• Fans follow the brand

• Property built on heritage

• Provides relevant excitement to the brand

• Key metrics and fan engagement continue to grow

• Aligns to key LCV and SUV intenders

• Nissan fan base growth has aligned to primary target audience

• Provides differentiation from key competitors

CIRCUIT SAFARI VIDEO

NETBALL

• Strong alignment to target audience

• Category protection throughout

• Netball community and fans over index against social measures

• Engagement at all levels of the sport -

• Australian Diamonds

• Suncorp Super Netball

• Member Organisation

• Key ambassadors

• Associations and clubs

TOP SHOT VIDEO

FOOTBALL

• Key global partnership

• All of football approach – UEFA Champions League & City Football Group

• City Football Group provides unique global access

• Tim Cahill appointment has amplified partnership

DION - VIDEO

SPORT IS CHANGING

SO ARE SPONSORS

SUMMARY

• Sponsors must play a credible role in providing unique experiences to consumers

• A robust platform and ROI model prior to commencement will drive the health of the partnership

• Digital communities and story telling has become critical

• Traditional sponsorship assets while expected, are becoming less relevant

THANK YOU