体育在崛起上花费：尼尔森2022赞助前景

Sponsorship analytics and fan intelligence firm Nielsen Sports has released its insights on the Australian and New Zealand sponsorship market and found sponsorship spend has increased in 2022, rising to 21.3% of total marketing budget, compared to 19% last year, reaffirming the year’s positive trend and bolstering stakeholder confidence.

对赞助商和右股权之间更好地保持一致的机会的研究，最大化伙伴关系成功，并确定最有可能在2023年及以后影响该行业的关键趋势。

斯科特·吉尔汉姆（Scott Gillham）尼尔森体育（Nielsen Sports for Pacific）的负责人说：“尼尔森（Nielsen）的年度赞助Outlook调查（现在连续第三年）从澳大利亚和新西兰的领先品牌，代理商和右股东获得投入，以帮助他们建立更好的赞助策略。

“令人鼓舞的是，它表现出所有利益相关者的积极性和乐观态度 - 该行业再次找到了自己的脚步，并且经过挑战性的几年后继续增长。While sponsorship investment continues to grow, it’s still not quite at pre-Covid levels, and revenue growth for rightsholders could also be better, so we’ve placed particular focus on key growth opportunities beneficial to all stakeholders, and areas where efficiencies and ROI can be improved.”

尼尔森的赞助前景also highlights the increasing importance of Brand Impact (up +25% pts on 2021) and Independent Research (up +25% pts on 2021) when measuring the performance of partnerships, suggesting accurate sponsorship ROI measurement is quickly becoming a must-have.

相关故事：尼尔森（Nielsen）在体育广播中最有价值的品牌敞口和资产清单