BUSINESS BEYOND BOUNDARIES
O U R U N I Q U E S TO RY
DEFINED BY SUCCESSWith 37 premierships, we are the most successful football club in Australia.
CHANGING LIVESWe are deeply connected with our community and are committed to driving positive change.
PROVEN INNOVATORSOver a long period of time we continue to challenge the status quo and deliver for our partners.
THE PORT ADELAIDE FOOTBALL CLUB HAS A RICH 150 YEAR HISTORY.TO THIS DAY, WE CONTINUE TO BE BOLD.
W H AT S E T S U S A PA R T
WE ARE THE ULTIMATE CHALLENGER, NEVER SETTLING FOR MEDIOCRITY AND ALWAYS LOOKING TO THE FUTURE.OUR PROPOSITION STARTS WITH THE AFL AND HAS NO BOUNDARIES.
AFL NATIONAL PLATFORMAccess Australia’s largest and most engaged audience, entrenched in the Nations greatest game.
COMMUNITY LEADERSPower Community Limited leads Australian Sport in delivering life changing programs that create demonstrable social impact.
FIRST INTO CHINAOur world first venture into China connects us to Australia’s greatest trading partner and the worlds largest consumer market.
Despite our club success, we adopt a challenger mindset in searching for new ways to improve and deliver for partners.
ALWAYSCHALLENGINGPOWERFUL ENGAGEMENT
Our fans are proven to support club partners more than any other AFL clubs fans.
N AT I O N A L P L AT F O R M
AFL IS THE FOURTH HIGHESTATTENDED SPORT IN THE WORLD
AFL STATS THAT MATTER
NFL 67.4K
BUNDESLIGA 43.5K
ENGLISH PREMIER LEAGUE 38.2K
AUSTRALIAN FOOTBALL LEAGUE
INDIAN PREMIER LEAGUE 32.8K2.97
2.96
1.33
8.42 2.7010.19 1.899.61
5,432,000
3,967,000
3,348,000
GLOBAL AVERAGE SPORTING ATTENDANCE
CUMULATIVE UNIQUE TV AUDIENCE
AVID FANS
PAY TV
FREE-TO-AIR
36.7K
NFL 67.4K
BUNDESLIGA 43.5K
ENGLISH PREMIER LEAGUE 38.2K
AUSTRALIAN FOOTBALL LEAGUE
INDIAN PREMIER LEAGUE 32.8K2.97
2.96
1.33
8.42 2.7010.19 1.899.61
5,432,000
3,967,000
3,348,000
GLOBAL AVERAGE SPORTING ATTENDANCE
CUMULATIVE UNIQUE TV AUDIENCE
AVID FANS
PAY TV
FREE-TO-AIR
36.7K
7.5m+CUMULATIVE AFL ATTENDANCE IN 2019
182m+CUMULATIVE AUSTRALIAN TV AUDIENCE IN 2019
NUMBER OF AVID FANS
AVERAGE ATTENDANCE
7mTOTAL NUMBER AFL FANS
N0.1AFL.COM.AU IS THE LEADING SPORTS WEBSITE N AUSTRALIA
1m+AUSTRALIANS ARE PAID MEMBERS OF AN AFL CLUB
4.2m+UNIQUE DIGITAL AUDIENCE PER MONTH
15.9mAUSTRALIANS ARE AFL CONSUMERS
1.65mDOMESTIC PARTICIPATION IN AUSTRALIAN FOOTBALL IN 2019
O U R P EO P L E
SOCIAL, DIGITAL & TV
NATIONAL AUDIENCE*
GENDER
10m+Annual TV audience
38k+Average attendance
60k+Members
2.9mAvg monthly impressions
190kFacebook likes
1mAverage monthly video views
SOCIAL, DIGITAL & TV
MEMBERSHIP & ATTENDANCE
103kTwitter followers
96kInstagram followers
68kContactable database
90kApp downloads
NATIONAL AUDIENCE REACHOUTSIDE SOUTH AUSTRALIA
42%Female
42.6Average age Younger than AFL Avg
GENDER BREAKDOWN
58%Male
10m+Annual TV audience
38k+Average attendance
60k+Members
2.9mAvg monthly impressions
190kFacebook likes
1mAverage monthly video views
SOCIAL, DIGITAL & TV
MEMBERSHIP & ATTENDANCE
103kTwitter followers
96kInstagram followers
68kContactable database
90kApp downloads
NATIONAL AUDIENCE REACHOUTSIDE SOUTH AUSTRALIA
FEMALE 42.6Average age Younger than AFL Avg
GENDER BREAKDOWN
MALE
65%
42%
58%
10m+Annual TV audience
38k+Average attendance
60k+Members
2.9mAvg monthly impressions
190kFacebook likes
1mAverage monthly video views
SOCIAL, DIGITAL & TV
MEMBERSHIP & ATTENDANCE
103kTwitter followers
96kInstagram followers
68kContactable database
90kApp downloads
NATIONAL AUDIENCE REACHOUTSIDE SOUTH AUSTRALIA
42%Female
42.6Average age Younger than AFL Avg
GENDER BREAKDOWN
58%Male
10m+Annual TV audience
38k+Average attendance
60k+Members
2.9mAvg monthly impressions
190kFacebook likes
1mAverage monthly video views
SOCIAL, DIGITAL & TV
MEMBERSHIP & ATTENDANCE
103kTwitter followers
96kInstagram followers
68kContactable database
90kApp downloads
NATIONAL AUDIENCE REACHOUTSIDE SOUTH AUSTRALIA
FEMALE 42.6Average age Younger than AFL Avg
GENDER BREAKDOWN
MALE
65%
42%
58%
*OUTSIDE SOUTH AUSTRALIA *YOUNGER THAN AFL AVG.
MEMBERSHIP & ATTENDANCE
REACH ACROSS CHANNELSAND DEMOGRAPHICS. OUR PEOPLE ARE MORE CONNECTED AND MORE ENGAGED.
10m+ANNUAL TV AUDIENCE
190kFACEBOOK LIKES
103kTWITTER FOLLOWERS
96kINSTAGRAM FOLLOWERS
2.9mAVG MONTHLY IMPRESSIONS
1mAVG MONTHLY VIDEO VIEWS
90kAPP DOWNLOADS
68kCONTACTABLE DATABASE
42.6 YrsAVERAGE AGE
38k+HOME ATTENDANCE
60k+PAFC MEMBERS
742kCUMULATIVE MATCH DAY
350kPAFC FANS
5 YEAR AVERAGE
We leverage the power of elite football to drive real social and economic change in our community through programs that create education and employment outcomes.
COM MU N I T Y L E A D E R S
WE LEAD THE AFL IN EMPOWERING YOUNG AUSTRALIANS THROUGH A RANGE OF LIFE CHANGING PROGRAMS
UNPARALLELED IMPACT
70,652REACH FROM OUR PROGRAMS
45k+ITEMS DONATED
769SCHOOL VISITS ACROSS AUSTRALIA
2,502HOURS SPENT IN THE COMMUNITY BY PAFC PLAYERS
20k+HOURS PAFC STAFF SPEND IN THE COMMUNITY
191STUDENTS PLACED INTO TERTIARY EDUCATION OR JOBS
I N T E R N AT I O N A L P L AT F O R M
IN 2017, WE BECAME THE FIRST NON-CHINESE PRO SPORTS TEAM TO PLAYFOR PREMIERSHIP POINTS IN CHINA.
SHOWCASE IN SHANGHAI
4m+VIEWERS ANNUAL SHANGHAI GAME, MORE THAN THE AFL GRAND FINAL
16m+CHINESE BROADCAST AUDIENCE OF PAFC GAMES IN 2019
MORE THAN JUST A GAMEBeyond our annual Shanghai game, Port Adelaide is using the power of sport to develop meaningful opportunities for Australian and Chinese businesses. Our approach and value proposition extends beyond traditional sporting assets as we develop strategic commercial partnerships with like-minded organisations.
21m+LIVESTREAM AUDIENCE
3000+CORPORATE GUESTS NETWORKING ON MATCH DAY52k
WEIBO FOLLOWERS 550+
HIGH PROFILE BUSINESS ATTENDEES AT OFFICIAL GALA DINNER
12kWECHAT FOLLOWERS
SOLD2019 - SOLD OUT BRAND ASSETS AND MATCH DAY CORPORATE FACILITIES
9400TWITTER FOLLOWERS
2020 ON SALE NOW
After decades of dominating the SANFL and South Australian football resisting the national agenda for the game, Port Adelaide drove the agenda that led to the formation of the Crows in 1991 and ultimately Port Adelaide’s entry into the in 1997
H O W W E D O B U S I N E S S
CHINA STRATEGY
ENTRY INTO THE AFL
ADELAIDE OVALALWAYS
CHALLENGING, WE CONTINUE TO BE BOLD AND NEVER SETTLE FOR MEDIOCRITY.THESE ARE EXAMPLES OF HOW WE DO BUSINESS.
Port Adelaide were once again the agents for change and championed the move of AFL football to the re-developed Adelaide Oval in 2014 from Football ParkThe Club’s game day experience in now considered the best in Australian sport, with iconic rituals like ‘Never Tear us Apart’ drawing fans from around the world.
Port Adelaide is the first and only non-Chinese professional sporting club to play for premiership points in mainland China. A sports diplomacy strategy has seen many new sponsors and government bodies come on board.
1994AFL LICENSE GRANTED
1997AFL ENTRY
2004AFL PREMIERSHIP
2014ADELAIDE OVAL MOVE
2017INAUGURAL AFL GAME IN CHINA
1989PORT’S INITIAL AFL BID
AWARENESS & BRAND
Start the conversationBuild awareness of your brand on the national stageDevelop association through profile assets
CONSIDERATION & PREFERENCE
Build on the conversationDevelop trust and associationTarget PAFC’s engaged audience via digital and unique activations
CONVERSION & LOYALTY
Convert the affinityTactical campaign builds, targeted customer acquisitionGenerate brand loyalty
O U R P R OV E N A P P R OAC H
DRIVING DECISIONS AND BRAND LOYALTY THROUGHACTIVATING INSIGHTS THAT CREATE CONNECTION AND DELIVER ROI.
1 2 3
ENGAGEMENT ACROSS MULTIPLE CHANNELS
“The most engaged and connected fans ever recorded, any sport, any team in Australia”
2014 AFL MEMBER SURVEY, DEAKIN & SWINBURNE UNIVERSITIES
O U R P EO P L E A R E I N V E S T E D
44%OF PAFC SUPPORTERSACTIVELY SUPPORT BRANDS THAT SUPPORT THE CAUSES THEY ARE PASSIONATE ABOUT.
26% OTHER AFL CLUBS
18%GENERAL POPULATION
MORE ENGAGED,MORE OFTEN.
O U R P EO P L E A R E I N V E S T E D R E N AU LT
98%
10%
$20m
BRAND RECALL
OF ALL AFL FANS (7m)
RENAULT SALES
AMONGST THE PAFC SUPPORTER BASE WITHIN 3 YEARS OF PARTNERSHIP LAUNCH
CONSIDERED BUYING A RENAULT AFTER 3 YEARS OF PARTNERSHIP
WERE GENERATED DIRECTLY BY THE DEDICATED PAFC SALES TEAM
“Since partnering with Port Adelaide two years ago, Renault has enjoyed a mutually beneficial association that has seen both parties grow significantly. The leadership and team spirit shown by Port mirrors that of our team and we couldn’t be happier with the partnership.”
JUSTIN HOCEVAR, MANAGING DIRECTOR, RENAULT AUSTRALIA
O U R P EO P L E A R E I N V E S T E D BA N K S A
RESULTAPPROACH
Build brand awareness and affiliation through an asset spread that bought to life the Bank SA ‘Let’s do this’ Campaign and commitment to the partnership
Deliver a campaign focused on ‘member first’ mindset. Use a customised suite of assets to continually reinforce Bank SA messages and build trust.
Offer up exclusive PAFC incentive and call to action, driving membership base to a specific landing page and dedicated home loan team with a customer first mindset
AWARENESS
CONSIDERATION
CONVERSION
248
189
$83m
NEW HOME LOANS
NEW CUSTOMERS
SETTLED LOANS
O U R P EO P L E A R E I N V E S T E D E N E R GY AU S T R A L I A
2893
$4.9m
MEMBERS AND SUPPORTERS
NEW ENERGY CONTRACTS
JOINED ENERGY AUSTRALIA ‘POWER’ PLAN IN THE FIRST YEAR
MARKETED TOGETHER TO ACHIEVE CAMPAIGN GOALS
IF OUR APPROACH RESONATES LET’S TALK
James LindsayGeneral Manager – Commercial Port Adelaide Football Club 0434 182 351 | [email protected] Brett MathersCommercial Development Manager Port Adelaide Football Club 0400 226 434 | [email protected]
APPENDIX
I CO N I C B R A N D
$4mJUMPER BRANDING GENERATES
MEDIA VALUE PER YEAR
I CO N I C B R A N D
I CO N I C B R A N D
$1.2mMEDIA BACKDROP GENERATES
MEDIA VALUE PER YEAR PER PARTNER
I CO N I C B R A N D
$1mMEDIA POLO GENERATES
MEDIA VALUE PER YEAR PER PARTNER
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