The current state of attention in Australian sport

Dan Collier-Hill

EssenceMediacom’s Dan Collier-Hill explores the current state of attention in sport, what is contributing to its biggest challenges and how to overcome them.

This article is part of a Spotlight series on sports and sponsorships in Australia. Read more

Historically, sport in Australia has been an incredible reach driver. Its ability to consistently provide access to passionate audiences at scale has provided a rich playground for marketers to execute awareness-based strategies for many years.

As the primary media tactic within sport, sponsorship – across broadcast, leagues, teams, athletes, social platforms and fan engagement technology – has created a new, exciting wave of sports marketing that offers options beyond traditional media.

However, our constant need to isolate the reach of...

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