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Ford signs with QRL for 4-years

Exploring the implications of this landmark deal

AuthorAuthor

Alex MacAdie & Mark Isaacs
June 05, 2024

Hi there,

Welcome to the Scout Newsletter, an exploration into the data behind the Australian Sport and Sponsorship Landscape.

This week we dive into Ford’s 4-year Sponsorship deal with the Maroons, the implications on their share of the Auto category and future partnership considerations.

Enjoy!

The Scouting Report

  • CONTEXT: Ahead of Game I of the 2024 Ampol State of Origin, QRL announced a new 4-year partnership with Ford, making them the official automotive partner of the Maroons.

  • Ford are the 3rd biggest auto sponsor in the ANZ market, accounting for 9% of investment from the category. Kia (30%) and Toyota (27%) sit 1st and 2nd respectively.

Share of Auto sponsorship investment, by brand

  • The QRL deal gives Ford sponsorship coverage in Rugby League, in addition to 5 other codes, giving them the widest coverage of any Auto brand.

Auto sponsorships, by code

  • Prior to this deal, Ford’s sponsorship market share was relatively weak in NSW, QLD and SA and throughout the earlier months of the year (particularly Jan due to Kia’s dominance from their AO partnership).

Ford share of Auto sponsorship, prior to QRL deal

  • QRL’s audience (fan interest) skews heavily towards QLD and NSW and during the months of May-July.

QRL audience/fan profile

  • Therefore, this deal drives Ford’s sponsorship market share up in QLD (+2pp) and NSW (+1pp); and across the months of May (+3pp), June (+3pp) and July (+2pp).

Ford’s growth in market share due to QRL deal

  • Post the QRL deal, Ford’s sponsorship market share remains weak in South Australia and January.

Ford’s market share post QRL deal

  • A number of clubs are well suited to address these gaps and may be candidates for Ford’s next deal.

Clubs with strong audience representation in SA and Jan

Key insight

  • Ford is the 3rd largest Auto brand by sponsorship spend and has cemented this position with a Major (Tier 2) partnership with the QLD Maroons.

  • The deal gives Ford coverage in Rugby League and helps address their relatively weaker share of sponsorship spend in NSW and QLD.

  • A South Australian based summer-sport club such as the Strikers, 36ers or Adelaide United would further compliment Ford’s growing portfolio and address their remaining weaknesses.

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