The time to build stronger relationships with Aussie sports fans is now

Mukta Lad

Publicis’ Ashley O’Rourke shares insights on the state of sports sponsorship in Australia and where future opportunities lie at the Mumbrella Sports Marketing Summit.

Marketing budgets and strategies impacted by COVID-19 have resulted in a disruption of the sporting industry, with sponsorships being the first casualty. With major sporting competitions returning to screens, brands are pivoting sponsorships in the ‘next normal’.

Speaking at the Mumbrella Sports Marketing Summit 2020, Ashley O’Rourke, director, Publicis Sport said return on investment (ROI) is the most pressing priority on brands’ minds. Rightsholders are being forced to think more creatively about how they can provide value to both sponsors and fans. At a fundamental level while role of sponsorship hasn’t changed, how brands communicate with fans and measure ROI...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands