[mkdf_dropcaps type=”normal” color=”#f55549″ background_color=””]R[/mkdf_dropcaps]
ecent Nielsen QI (Quality Index) data has shown that the Melbourne Storm jersey is the most valuable in Australian sport.

Nielsen’s 2020 Sport Benchmarking Report revealed that the reigning NRL champion’s jersey was ranked number one for total QI media value in Australian sport.

QI media value measures key factors including duration of screen time, broadcast exposure, viewership figures, and quality of exposure.

The dataset included teams from the NRL, AFL, A-League, and Super Rugby.

Although the Storm finished in third behind AFL teams Richmond Tigers and Geelong Cats in TV audience size, they were determined to be more valuable for sponsors.

Suzuki is the Storm’s longest serving partner, with their sleeve sponsorship generating AUD$24 million in 2020.

Melbourne Strom chief commercial officer, Nick Haslam, said the club is focused on maintaining a strong QI media in the future.

“While we continue to focus our energy on digital and data innovation to provide fantastic outcomes for partners and engaging experiences for fans, we know the QI media value of our jersey positions continues to be market leading across the NRL and AFL,” Haslam said.

“Long term, aligned partnerships are key to successfully developing engagement with fans and the more central a logo is on screen, the higher the opportunity for impact,” he said.

Success on the field correlates directly to commercial success off the field, with the Storm expecting strong TV ratings in the 2021 season.

They are guaranteed 14 free-to-air games on Channel Nine/GEM throughout the home and away season, with every game also broadcast live on Fox League on Foxtel and Kayo.

International Nielsen Sports data also reveals that COVID-19 has accelerated the need for efficiency with reduced investments and sponsorships.

Nielsen Sports managing director international, Marco Nazzari, said that sponsorship effectiveness is more important now than ever before.

“Many brands still do not effectively quantify the impact of their sponsorships on brand equity and sales, often neglecting the main component of the bottom line,” Nazzari said.

“Our market research shows that on average, sponsorship spend is 15% of the total marketing budget, representing a significant blind spot in the marketing mix.

“Brands that do try to measure the impact of sponsorship often use inaccurate data or models resulting in a 68% potential error in ROI,” he said.

The pandemic has not significantly impacted jersey sponsorships globally, however.

According to Nielsen Sports, there has been a 48% volume growth in jersey sponsorship in the top European football leagues, with EUR$1.4 billion (AUD$2.21 billion) invested into jersey sponsorship in the 2020/21 season alone.