Sports and entertainment agency, Gemba, has signed a three-year partnership with Supercars Australia to provide the motorsports giant and its competing teams with rich fan insights and brand health tracking research to inform commercial and fan engagement strategies.
As research and insights partner, Gemba will start from the 2020 Virgin Australia Supercars Series season Supercars general manager – commercial, Jamie Black, said: “Gemba presented a comprehensive approach and a quality team, and we’re looking forward to working with them over the next three years as our research and insights partner.
“Data is increasingly critical for our business to understand our fans and develop strategies to add value to our commercial partners.
“We wanted to partner with an agency that can help us understand the insights and strategy in the data.
“Gemba’s history and credentials in this market, and the quality and experience of its people gave us great confidence that we’re partnering with the right organisation to help us going forward.”
Gemba’s partnership with Supercars complements the agency’s recent work with Formula 1, Toyota Racing and Williams.
Gemba’s head of strategy & insights, Craig Roberts, said: “We’re excited to be working with Supercars over the next three seasons.
“It’s a powerful statement of confidence in Gemba’s Insights division, and our recent appointment of Haydn Northover as Gemba’s Insights Divisional Manager.
“We’re looking forward to going even deeper into what drives fan connections with Supercars and unlocking new opportunities to grow the sport.”
The appointment extends Gemba’s client base among top-tier sports rights holders, which includes National Rugby League, Paralympics Australia, City Football Group, and the Australian Grand Prix Corporation.
Gemba also provides sponsorship strategy and effectiveness research for major brands that sponsor sports and entertainment properties, including Toyota, McDonalds, Coca-Cola and Sanitarium.