28 Apr 2021 03:13am
Two new sponsorship assets introduced by the AFL are providing an additional $4 million in value for clubs, according to data from measurement and analytics company Nielsen.
To help offset the financial impact from COVID in 2020, the AFL trialled branding on the interchange bench. It resulted in 29 sponsors being visible across 18 rounds and generating a total $1.9m QI media value from almost four hours of exposure on screen during live broadcasts.
Interchange branding has now been given a green light for the 2021 season with the GC Suns, Western Bulldogs, North Melbourne and Richmond all locking in sponsors.
Additionally, the new, top back-of-jersey positions generated $2m in QI media value across all media types in 2020, compared to the average traditional jersey-back position which yielded an average of $4.2m per brand and the average jersey-front position, which delivered $12m per brand.
On average, the jersey back top position was on screen for four minutes and 19 seconds per game in 2020. This increased to over six minutes during for AFL round 1 this year.
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