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Australian Olympic Team

Australian Olympic Team Tops Emotional Connection Ladder

T
he latest BenchMark study from True North Research has revealed the Australian Olympic Team has topped all other national teams for emotional connection.

The study showed the Australian Olympic Team achieved a score above 200 BenchMark Emotional Connection (EC) points ahead of the start of the Tokyo 2020 Olympic Games.

The research was completed in May 2021 and saw the Australian Women’s Cricket Team, Matildas, Australia Men’s Cricket T20 Team, and the Socceroos follow behind the Olympic Team to round out the top five amongst all familiar with the teams.

The study included 11 national teams, 41 summer league teams from the AFLW, NBL, A-League, BBL, and WBBL, and 13 leagues.

Speaking on the 2021 edition of the BenchMark study, True North director, Chris Hobden, said: “In a period that has proven challenging for leagues, teams and the general public, those that have taken positive actions have been able to maintain emotional connection and even improve it.”

“The key is understanding the drivers of emotional connection to the team or league, to ensure you are focusing on the aspects that sports followers really care about and this is exactly what our research analysis does,” Hobden said.

The report also revealed the Sydney Sixers women’s team scored the highest BenchMark EC points of any summer league club among all those familiar with the team, while the Collingwood Magpies AFLW team ranked highest among supporters and fans of the team.

At the league level, Suncorp Super Netball topped all others for emotional connection score when looking at followers of the league, while the Big Bash League (BBL) topped all leagues among all those familiar with the league.

Included in the study were the AFL, AFLW, BBL, WBBL, NBL, WNBL, NRL, Super Netball, Super Rugby, Supercars, A-League, and W-League, with True North noting the absence of the NRLW as the league is only included in the October wave of research.

Another key point identified in the study was Kia’s partnership with the Australian Open tennis Grand Slam ranking as the top performing sponsorship for overall impact, which includes sentiment, consideration, usage and trust metrics.

The research evaluates approximately 2,000 sponsorships every year, according to True North Research.