Ministry of Sport

Richmond’s Impressive Consumer Metrics Deliver For Major Partner Nib

Richmond Football Club’s 2019 campaign ended in a grand final win, but the AFL club has also produced some impressive consumer metrics along the way, driving key results for major partner Nib.

For the second consecutive year, Richmond’s membership number topped 100,000 – retaining its status as the only club to have reached the six-figure milestone.

The Club’s average home-game attendance of 59,987 was number one in the AFL, a feat the club has now achieved three years running.

With these two key consumer metrics alone, Nib was able to successfully drive sales and build key partnerships in the community by placing its products in front of more than 100,000 passionate Richmond supporters on a consistent bases, according to Rhod McKensey, nib Group Executive – Australian Residents Health Insurance.

“Richmond is our primary brand sponsorship property targeting the Victorian market.

“The Club’s on-field success has seen some incredible growth in crowds and membership but also exposure for the nib brand across all traditional and digital media platforms,” Mr McKensey told Ministry of Sport.

“Through this success, we’ve been able to deliver real commercial benefit to our business not only through brand exposure but also through unique stakeholder and member engagement experiences, as well as promoting the great community work of our nib foundation and their funding partners.

“We are proud to be a part of the Tiger Army and look forward to building on what is already a fantastic relationship into the 2020 season,” he added.

Richmonds digital platform usage also grew substantially with website sessions reaching 11.5 million, up 30% year-on-year, while video consumption grew 9.5% to 4.5 million.

Instagram continued to grow, jumping 26% to reach 236,000 followers, the highest in the AFL.

Richmond CEO, Brendon Gale, thanked all Richmond members and supporters for their ongoing passion and loyalty.

“Our fans are our strength in so many ways and we wanted to share these numbers with them,” Gale said.

“We hope our members and supporters feel a great sense of pride and these numbers just reinforce the wonderful support we have as a Club.

“It is never taken for granted.”

Richmond is currently in the market for 2020 traditional and non-traditional partnerships, presenting a great opportunity for brands who are wanting to reach a highly engaged national audience.

Shaun Carney

Shaun Carney