Companies Associated as Sponsors with the Australian Grand Prix


Source: Roy Morgan Single Source.  n = 51,874, January 2009 — December 2009.

The 2010 Formula 1 Qantas Australian Grand Prix marks the return of Qantas as title sponsor of the event. Qantas can take note that long term brand associations yield results as can be seen by the beverage giant Foster’s long association with the Grand Prix. Their sponsorship over many years has resulted in more Australians retaining Foster’s as the top brand associated with the Australian Formula 1 Grand Prix.

Amongst Australians who almost always or occasionally watch Formula 1 Car Racing on TV, Qantas is in fourth position for event association with 8.2% after Foster’s (17.4%), previous title sponsors (2007 — 2009) ING (11.1%) and Honda (8.6%).


People who almost always or occasionally watch Formula 1 Car Racing - Sponsor associated with the Grand Prix


Source: Roy Morgan Single Source. Australians who have been to a professional sports event n = 2,476, January 2009 — December 2009.

Amongst Australians who have attended a professional motor sport event in the last 12 months, brand recall is higher with 9.6% associating Qantas with the Australian Formula 1 Grand Prix event. Previous title sponsors Foster’s and most recent title sponsor ING still maintain a high ranking with 16.4% of people who have attended a professional motor sport event in the last 12 months associating Foster’s or ING with the Australian Formula 1 Grand Prix event.


People who have been to a Professional Motor Sport Event in the last 12 months - Sponsor associated with the Grand Prix


Source: Roy Morgan Single Source. Australians who have been to a professional sports event n = 562, January 2009 — December 2009.

Looking at different generations of people who watch formula 1 car racing on TV or those who attend motors sport events there are some interesting findings.  While Generation X comprise over a quarter of the total population, they comprise more than a third (34.4%) of professional motor sport event attendees in the last 12 months. Generation X are the most likely generation to have attended professional motor sport events in the last 12 months, as well as being the generational group to most likely have watched Formula 1 car racing on TV (29.9%) than any other generational group in the 12 months ending December 2009.

Although it appears that Generation X is the most interested group in motor sports, a similar finding can be found with Generation Y with thirty percent indicating they have attended a professional motor sports event in the last 12 months. While Baby Boomers comprise 23.2% of the Australian population, they comprise more than a quarter (26.3%) of the Formula 1 car racing on TV audience.

Generation Y are more likely to attend a professional motor sport event (30.1%) than they are to watch Formula 1 car racing on TV (24.4%).

The reverse is true of the Baby Boomers, with more having watched Formula 1 on TV (26.3%) than having attended a professional motor sport event in the last 12 months (24.8%).  The Pre-Boomers are still keen viewers of Formula 1 car racing on TV (14.3%) but only 6.3% have attended a professional motor sport event in the 12 months to December 2009.


Attendance at Professional Motor Sport Event in the last 12 months and Formula 1 Grand Prix TV - By Generation


Source: Roy Morgan Single Source October 2008 - September 2009.


Jason Copland, Project Director, Roy Morgan Research says:

“Corporate and brand sponsorship of major sporting events in Australia benefit businesses, and in the case of Foster’s and the Australian Formula 1 Grand Prix we see that it is a prominent brand from a consumer category beyond the motoring world that has achieved long running and high association with this  premier Australian sporting event.

“While sponsors have different objectives for supporting and associating with major sporting events — such as access to specific audience types, or the event has a strategic fit with the brand, sponsors are increasingly needing to evaluate a return for their investment and relationship with major sports and arts event sponsorship. More Generation X and Generation Y have attended a professional motor sports event in the last 12 months than they have watched Formula 1 car racing on TV, and businesses targeting these groups may find opportunities with these groups that promote or enhance the event attendance experience.

“With ever increasing ways to engage with audiences and consumers through traditional and emerging media channels it will be interesting to see how Qantas and sponsors create commercial opportunities from their association with the 2010 Australian Formula 1 Grand Prix.

“Qantas and fellow sponsors of the 2010 Australian Formula 1 Grand Prix may yet enjoy a long recall association with the event.”
 

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