Rabbitohs Deliver Great Return on Investment for Commercial Partners
The positive effects of the Rabbitohs 21st Premiership are still filtering through, with newly released statistics showing the Rabbitohs jersey ranking number one in media value across all four football codes in 2014, with a whopping $16m value delivered for jersey partners in 2014.
On average Rabbitohs partners obtained 50% more media value in 2014 when compared with the 2013 season.
Some of the key television highlights from the 2014 Season were as follows:
· Rabbitohs vs Bulldogs NRL Grand Final was the highest viewed Rugby League game ever with a peak audience of 4.65 million;
· Rabbitohs vs Roosters NRL Preliminary Final was the highest viewed NRL Premiership match in history outside of a Grand Final;
· Rabbitohs have the highest average free-to-air television audience of any NRL team.
Television results laid a fantastic foundation for the Club’s commercial success, however the Club finished third overall in total television ratings in 2014 behind AFL Premiers Hawthorn and fellow NRL Grand Finalists the Bulldogs. Showing that this is not an isolated event for a Grand Final year, the Rabbitohs have averaged more than 20 million television viewers for the last three seasons. Click here to read about the 2013 statistics.
The big difference for the Rabbitohs in 2014 was the Club’s much higher appeal across non-traditional media with online exposure accounting for close to one-third of the jersey’s total exposure.
“The increase in online exposure is very exciting for Club sponsors,” Rabbitohs CEO Shane Richardson said.
“The Club is in a fantastic position where Rabbitohs content is being consumed across multiple channels.
“Having a scenario where our partners obtain exposure from a combination of match attendance, television, print and online allows us to deliver extremely well-balanced partnerships with fantastic return on investment.”
Following the trend of online content consumption, the Club’s internal media and social media channels such as Facebook and www.rabbitohs.com.au have also grown significantly in 2014:
· 1st in Website Page Impressions - 10,500,000 (approximately 2 mil above the second-placed club)
· 2nd in Average Unique Browsers - 94,602 per month
· 1st in average online session duration – 5m18s
· 1st in Video Views - 1,069,840
· 1st in Mobile App Impressions - 5.26 million
· 3rd in Total Social Media Following of 478,957 as of 18 December 2014 including:
o Facebook - 371,321
o Twitter – 55,551
o Instagram – 52,085
· The South Sydney Rabbitohs was the eighth most talked about event or thing in 2014 amongst the 13 million users of Facebook in Australia, beating the FIFA World Cup and the Melbourne Cup to be the number one sporting team or item talked about on the social media behemoth.
Adding to the significant broader media appeal, the Club backed up the result with an increase in Membership of 11.5% which saw 30,563 members join the Rabbitohs family in 2014. This figure ensured the club boasted the largest membership base in the NRL once again increasing from the base of 27,392 in 2013. The Club has already signed up over 24,000 Members for the 2015 and is striving to surpass a new Membership record of 35,000 Members in the 2015 Season.
In terms of merchandise, the Rabbitohs’ Licensed Merchandise Program was the number one NRL program in 2014, leading the league year’s end.
The Grand Final appearance and victory was a real boon for the Rabbitohs Merchandise department, with Rabbitohs Grand Final t-shirts and merchandise out-selling both AFL Grand Finalists combined in the week leading up to that glorious day in October. The shop website had over 700,000 views in Grand Final week alone, and between September and November 2014, merchandise sales through the Rabbitohs Online Megastore were up 420% on the same period last year.
More and more Rabbitohs Members and supporters are accessing Rabbitohs merchandise on the go, with 76% of Rabbitohs shoppers accessing the online store via their mobile phone or tablet. To visit the Rabbitohs Online Megastore, click here.
The strong results across all commercial pillars are helping the Club expand their Corporate support through both new business and retention initiatives.
The Rabbitohs are set to revolutionise the way jersey sponsorship is displayed from 2015 and onwards, with Crown Resorts and Fujitsu General both recently upgrading their pre-existing arrangements to feature across all five jersey properties. Click here to read more.
The Club is set to announce more major signings in the near future, who will also reap the rewards of this revised partnership matrix and join the likes of DeLonghi, ALCATEL onetouch, Luxbet, ISC, Suttons South Sydney, Colgate, Coca-Cola Amatil, Body Science, Capital Training Institute, Lion Co, Subway, Peters of Kensington and The Juniors as part of the growing Rabbitohs Family.
The only remaining platinum partnership in the Club’s roster is the Head Coach partnership which sees your business associated with Premiership-winning Coach Michael Maguire. Contact firstname.lastname@example.org for any enquiries about this unique opportunity, or other partnerships available with the Rabbitohs.