As ANZ signs a deal taking it towards 20 years of tennis sponsorship, what impact has its relationship with the sport made?
ANZ extended its deal with Tennis Australia last month, building on a relationship which has already run for 16 years.
As well as being the official bank of the Australian Open, under the fresh deal ANZ took naming rights of Show Court 3 at Melbourne and Olympic Park. The newly-named ANZ Arena hosted matches during the Australian Open and will serve as the stage for qualifying in future years.
ANZ doesn’t have a wide sports sponsorship portfolio in Australia (although it is a long-standing partner of national sides in New Zealand) so what draws it to tennis? We took a look at the data we collect on Australians and their relationships with brands to find out.
The first thing to note is that Australian tennis fans tend to be wealthier than the general population. As you can see below, they are more likely to earn higher incomes, making this audience a valuable one for sponsors and especially financial services brands.
Has ANZ’s long-standing relationship with Tennis Australia moved the needle among this audience?
When it comes to perception, tennis fans are 10% more likely to have heard something positive about ANZ than the general public, suggesting that the sponsorship and its activation may be breaking through.
Other metrics in the purchase funnel show a similar story. Consideration for ANZ, for example, is 9% higher at 24%, while purchase intent is 13% higher among this group than it is for the general population.
ANZ also sees an uplift where the rubber hits the road – when it comes to current customers. Tennis fans are 6% more likely to use the bank’s services than other Australians and it is here – and in brand recognition and equity transfer- that ANZ’s marketers will see the benefits.
The exact length of last month’s deal between ANZ and Tennis Australia is unknown but it’s understood to be a multi-year extension. Marketers at the bank will be looking to use that time to make that conversion between purchase intent and current customer more efficient – and deliver event better results for the bank from its tennis tie-in.
Explore GSIQ Australia & New Zealand Insights
View our dedicated ANZ page for the latest developments in sport, sponsorship, and data intelligence across the region.
