SPONSORSHIP TODAY

imradmin/reportimg/
ISBN:
Price: 
£495
To purchase this report as a pdf or print issue
To purchase this report as a pdf or print issue
Subscribe To IMR To access all IMR reports and journals for one year, price: $795
To access all IMR reports and journals for one year, price: $795

Cricket: Global sponsorship

Free Samples

Sample material represents 3 pages from 92-page report

CRICKET SPONSORSHIP ANALYSIS – NEW ZEALAND

OVERVIEW

Given the small population of New Zealand, at just 4.45 million people, it is obviously a challenge for domestic rights holders to secure significant fees or to attract major global brands.

Table 17. New Zealand cricket sponsorship spend by industry sector

New Zealand cricket sponsorship spend by industry sector

This has been achieved by the nation’s top sport, rugby union, which has multi-million dollar deals for the All Blacks national team, but this is an iconic global brand. Cricket is a secondary, though still popular, sport in New Zealand and success on the international stage is less frequent for the ‘Blackcaps’ national team. As with rugby union sponsorship in New Zealand, the major deals in cricket reside with the national governing body, New Zealand Cricket. Ford and banking group ANZ lead with deals worth $1.8 million and $1.7 million respectively and broadly follow a global trend of high investment from financial services and car manufacturers backing the sport.

Chart 19. New Zealand cricket sponsorship spend by industry sector – by value of deals

New Zealand cricket sponsorship spend by industry sector – by value of deals

Chart 20. New Zealand cricket sponsorship spend by industry sector – by number of deals

New Zealand cricket sponsorship spend by industry sector – by number of deals

The rationale is fairly straightforward in that the cricket supporting demographic is considered to be more affluent than that of most sports, thus attracting the interest of banking groups. Likewise, motor manufacturers wishing to target individuals with sufficient disposable income to buy brand new personal cars see an obvious target in cricket.

Home appliances group HRV is also a significant sponsor, having taken rights to the domestic Twenty:20 competition as well as the regional teams Auckland Aces, Wellington Firebirds, Northern District Knights and Otago Volts.

Table 18. New Zealand cricket sponsorship deals

New Zealand cricket sponsorship deals

New Zealand cricket sponsorship deals

New Zealand cricket sponsorship deals

New Zealand cricket sponsorship deals

New Zealand cricket sponsorship deals

 

 

 

 

 

bottom_left_corner
bottom_right_corner
0 item(s)

SEARCH

Register or Login to read free content from more than 19 publications
Email

Password
CONSULTANCY
IMR specialises in bespoke research reports and commercial advice to rights holders
world_pay
Official Supplier


European Sponsorship Association
Media Partner
INTERNATIONAL MARKETING REPORTS