It’s Australia’s most famous Tuesday, Melbourne Cup Day. And with 4 in 10 Australians interested in watching the famous race, it’s one of the most valuable sporting sponsorships in the nation too.
More than a quarter (26%) of horse racing fans associate the Emirates brand with horse racing – which is the highest of any brand associated with a sport (TAB is second with 19%).
The Melbourne Cup audience is very attractive for sponsorship. Our research shows that major sponsors of The Cup – such as Emirates and AAMI – generate significant media exposure value through the millions of people watching on televisions in or outside of homes, via internet or mobile streams and now on the twitter steam.
Nielsen’s Consumer & Media View research reveals that 2.2 million Australians aged over 18 years old are interested in horse racing (12% of the adult population), and, more than 1 in 3 of this group have gone to watch horse racing live in the past 12 months.
This group of horse racing spectators love to socialise and have a drink in a licenced venue, and they are 53% more likely to place a bet than the average consumer.
They live active lifestyles, regularly exercise and eat out; and they are more likely than the rest of the population to watch other sports live – with AFL, Cricket and Rugby League being the top three.
These avid race goers are confident, outgoing and social. They perceive themselves to be affluent, trendsetters, stylish and image-conscious; and like to spend their discretionary income on entertainment, fashion and jewellery. More than two-thirds (35%) are willing to pay more for products consistent with the image they want to convey.
Horse racing fans are heavy online users especially when it comes to checking sports updates, social media and shopping.