Australia has one of the most densely populated commercial rights markets per capita globally, with the National Rugby League and Australian Football League each attracting over AU$150 million in annual brand spend. Numerous additional rights-holders compete for this investment, yet there is no reliable and objective data to inform decision-making, creating inefficiencies in both time and commercial perspectives. The partnership aimed to bridge this gap by providing brands with the data needed to understand how their potential deals align with customer behaviour, brand values, and business goals.

The deal came during a significant growth period within the Australian sponsorship sector. Over the last five years, brand investment in the national sports and entertainment industry increased by an average of 7% annually. This growth was driven by significant diversification and expansion, with women’s sports attracting substantial audience growth and offering new opportunities for marketers. The need for efficient and accountable guidance for brands navigating this increasingly complex marketplace became more important than ever.

Luscid, the largest global dataset for the sponsorship industry, utilised 500,000 historic and live partnerships from the last 15 years, analysed across 80 countries. It enabled brands to identify their target audiences, reach desired touchpoints, and identify the most effective partnerships within the global sports and entertainment landscape. The partnership would see Super-Sub use Luscid’s data to help brands increase the value of their deals with fewer resources spent trying to reach this.

Andrew Clarke, Founder of Super-Sub said: “Sponsorship investment into sports & culture is crucial to our social fabric, but it’s still a guessing game. We looked at building a proprietary methodology, but the investment needed to get anywhere close to the sophistication of Luscid is beyond reach. Partnering with Luscid enables us to bring industry leading data to the Australian and APAC markets for the first time. We’ve worked together for a while using their data to shape the thinking on some of our local and global clients. It’s great to formalise our relationship and work together as we empower more brands to invest with confidence.”

Harry Coe, CEO and Co-Founder of Luscid said: “We’re excited to be moving into the APAC market to solve a global problem. Historically our industry has been driven by personal relationships and bias. Leveraging the power of our global dataset, we aim to continue to work with brands and agencies like Super-Sub to provide accurate data and actionable insights for better decision-making.” 

With the recent success of the 2023 Women’s World Cup in Australia and New Zealand and AU$300 million partnership portfolio, along with other major sporting events on the horizon, brands are actively seeking ways to connect with passionate audiences. Through data-driven insights, Super-Sub and Luscid are uniquely positioned to guide brands in making sponsorship decisions that resonate with consumers and align with business goals.