Sporting sponsorship is big business. Hundreds of millions of dollars are spent each year in Australia alone on sponsorship of professional sporting clubs. But what impact does it have, and what should clubs, and brands, look for when thinking about sponsorship?

Edentify's Sporting Pulse talked to 400 NRL and AFL fans to see how they saw sponsorship of their clubs.

One of the first findings from this research was that 70% of fans believe that sporting clubs should be involved in social issues, and 63% want clubs to partner with socially-conscious sponsors. They see their clubs as having a responsibility to give back to their communities.

It’s not that easy, however, and teaming up with the wrong sponsor can be an issue. 32% of fans said an alcohol sponsorship would make them feel more negatively about their team, and 41% for sports betting sponsorship.

However getting sponsorship right has benefits for all sides, with 61% of fans saying they would consider a brand if it sponsored their favourite team.

With strong benefits and significant risks, how can clubs and brands make sure they get it right? The answer lies in knowing what is important to fans, and what will resonate with them. Every club will have slightly different fan dynamics, so what works for one may not work for another.

To find out how Edentify can help you understand sports fans, contact us