I have close connections to 3 of our current sponsors/advertisers, none of whom is Laundy Hotels, and they get very good value for their advertising dollars. They know this because they measure it, regularly during the season, in many different ways. They compare it with other forms of advertising, rated on impact versus spend and high visibility NRL advertising ranks very highly. For example the video broadcasters provide detailed analysis of the time spent during a game where each advertisers’ logo is identifiable by the viewers, also why the ratings of each game is important and obviously on what and when it is broadcast. This is how the value of advertising is allocated to each of the locations on the team gear, front of jumper is x dollars, sleeve is y dollars, etc.
For most advertisers corporate entertaining at games and team functions of their clients and suppliers ranks very highly. In non COVID affected seasons it’s most unusual to have any vacancies in the corporate facilities for any of our games. Keeping in mind that advertisers’ clients and suppliers often support our opposition, they don’t have to be Bulldogs supporters to want to come to our games and enjoy the corporate facilities. This is why Stadium Australia is good for our advertisers, the corporate facilities are excellent. Belmore not so much unfortunately, this why our Leagues club is often used by advertisers pre game.
I‘ll conclude on this, many advertisers take advantage of the availability of players, past players and coaching staff to provide motivation and training for their staff. Being in house functions we never really hear much about them but some advertisers rate this highly in their reasons for advertising with us. An example, Josh Jackson is already booked for multiple functions for next year. Never underestimate the attraction of an NRL team member giving out a company’s awards for their staff. One advertiser has our players give out their quarterly bonuses in addition to multiple players attending their annual awards dinner.
Advertisers leverage their connections to our club in many different ways, as it suites their individual businesses, it’s not just logos on jumpers during the game. There is a lot of profitable “business” done in the corporate facilities. That’s why we have a large number of advertisers who don’t have their logo on the gear, they benefit in many other ways. But one thing is common amongst all advertisers, they know the cost and they know the benefits and they measure them against each other before they make their decisions.
Always a Bulldog