Before the NRL and AFL expansion, before the Big Bash, before the proliferation of women’s sports, marketers may not have thought it but, by comparison to 2019, they had it easy. Now, in Melbourne alone, there are 26 teams from Australia’s largest professional leagues, all vying for a share of Melburnian’s eyeballs and wallets. And it’s not much better in Sydney with 22 teams competing across the seven major leagues: AFL, the Big Bash, Super Netball, the NBL, Super Rugby an

The BenchMark 2018 Report, launched in November, discovered that emotional connection is a critical component to ensure sponsorship success. The stronger the emotional connection to a sports team, the more likely an individual is to connect to the team’s sponsors. BBut let's first take a step back and understand why emotions matter. The premise is that sport is emotional, you cannot simply look at outcome based measures like attendance, ratings and membership and understand