Football fans more trusting of sponsors, study suggests

Australian football fans are more trusting of a sponsor and more likely to try and buy their products than those who follow other sports, according to new research.

Sports and entertainment marketing firm Octagon, in its Football Passion Drivers study, found supporters of the round ball game feel more “connected” to a sport as a result of a sponsors involvement than fans of cricket, rugby union or the Olympics.

But awareness of sponsorship still remains low, the study indicated.Octagon logo1

“In 2014, Australia boasts a truly passionate, active and engaged football fan base,” Octagon Australia general manager Wylie Fowler said. “The increasing significance of the world game in Australia should not be underestimated by brands, broadcasters or those within the sport.

“However, sponsorship awareness remains comparably low, highlighting an opportunity gap for sponsors to make their mark and win heart and minds.”

The study found that a third of football fanatics trust a sponsor, ahead of followers of cricket (25%), rugby union (24%) and the Olympics (18%).

They are also more likely to try and buy product – 38% and 33% respectively – followed by cricket at 32% and 27%, rugby 26% and 23% and the Olympics 21% and 19%.

In addition, Octagon found 34% of football fans feel more connected to a company which sponsors the sport, higher than the other sporting codes. Just under 30% of cricket fans are trust a sponsor, ahead of rugby union (27%) and the Olympics (18%).

The findings came after Octagon spoke to 500 self-described “avid” football fans and compared the responses to those of fans of other sporting codes.

Octagon infographic

Steve Jones


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