Nutri-Grain and Billabong best known sports sponsors while Telstra and 3 slump

Kellogg’s Nutri-Grain has climbed to the top spot as Australia’s most familiar sports sponsor, says a new report from Sweeney Sports. But telcos 3 and Telstra have both taken a battering in their levels of recognition.  

In the survey, which is released today, 30% of Australians recognise Nutri-Grain as a sports sponsor, which Sweeney says  is “a result of its long term association with surf life saving”.

The brand is neck-and-neck at the top of the list with Billabong, which has declined slightly from 32% sponsorship awareness to 30%.

But by far the biggest fall is mobile phone brand 3, which dropped from 24% awareness to 12%. In part this could perhaps be because of less activity, while the current merger with Vodafone was in the offing. And a major factor, says Sweeney Sports, is the growing competition in cricket sponsorship.