A 2019 benchmark report by True North Research to evaluate fans’ emotional connection to sport and sponsors, has identified the Westfield Matildas as the number one national team, while St George Bank’s sponsorship of the NRL team, St George Illawarra Dragons, created the most emotional connection amongst fans.
According to True North, the stronger the emotional connection to a team, the more likely an individual is to pay to view, regularly watch shows about the team, be aware of the team’s sponsors and have a positive reaction to sponsors.
Through the research of over 12,500 Australians, combining passionate fans, casual supporters or simply those who take a passing interest in the sport, True North created each BenchMark emotional connection score through the guidance of five core values being respect, enjoyment, trust, pride and bond.
In the AFL rankings, the 2019 AFL premiership Minor Premiers, Geelong Cats lead all other clubs for emotional connection, followed by the Hawthorn Hawks, the Sydney Swans, the Richmond Tigers and the Western Bulldogs for the top five.
According to True North Research, emotional connection is important, simply because sport fandom is emotional; emotions matter because they drive outcomes, affect long-term advancement, and protect a property when in crisis.
https://ministryofsport.com.au/australias-sporting-codes-and-sponsors-evaluated-in-new-study/
