Sport ANZ

The opening seasons of an emerging sports property are not merely a growth phase. They are also a limited opportunity to build the evidence base that future decisions about sponsorship, media, investment and expansion will depend on.

Global data shows young people are receptive to sports sponsorship, but attitudes vary by market and category, while grassroots support stands out.

Every sports governing body collects data. But having data is not the same as having the evidence needed to make better decisions. Before collecting more, organizations should ask whether the data they already have are fit for purpose, connected to the broader picture, and reaching the people making the decisions.

What did ten years as title sponsor of Suncorp Super Netball deliver for Suncorp? Consumer data shows measurable gains in brand love, trust, positive sentiment and banking customers among Super Netball fans, highlighting the long-term value of sustained sports sponsorship.

Formula 1 now sells enough tickets each season to rank among the world’s major events. But unlike most mega-events, the championship moves from city to city, creating a travelling wave of sports tourism. Using data from TACTIQ, GSIQ analysed the fans most likely to travel for F1, examining their demographics, travel habits and destination preferences. The findings show how these fans differ from other travellers and why they represent a particularly valuable tourism segment.

Ahead of the 2027 Rugby World Cup, we assess how Rugby Australia’s current sponsors are performing among union fans. The data shows positive brand uplift for Bet365 and InterContinental within the rugby audience, alongside renewed partnership activity and a multi-year home tournament cycle that creates sustained commercial opportunity.

With the USA men qualifying for the 2027 Rugby World Cup in Australia, the next two years represent a critical growth window for rugby in the United States. While participation among young Americans remains low (3%), curiosity about the sport slightly exceeds current playing levels. Data shows that entertainment, community, identity and family tradition are key drivers of sports fandom among 15–25-year-olds — suggesting rugby’s growth opportunity may lie as much in fan development as grassroots participation.

As ANZ extends its sponsorship of Tennis Australia towards 20 years, we look at what its long-standing relationship with the sport has delivered, using data on Australian tennis fans and their relationship with the brand.

Australia’s horse-racing season is in full swing — but as cost-of-living pressures bite, betting activity has softened. GSIQ data reveals which brands racing fans are backing, with Sportsbet and TAB leading the field, while Bet365, Ladbrokes, Neds, and Dabble compete for attention among a smaller, more selective audience.

There’s no summer like an Ashes summer — and for Aussie cricket fans, it’s as much about the ritual as the rivalry. From the first ball in Brisbane to the final over in Sydney, GSIQ explores what’s really shaping fans’ choices this season, both on and off the field.