Now We Collide recently attended the SportNXT Summit in Melbourne, which provided some really great insights and trends on how the rapidly shifting landscape of sports marketing, audiences, innovation and technology is moving. As a leading creative agency specialising in sports media and entertainment, we're excited to share our key takeaways along with some of our own research and predictions for the Australian sports marketing scene in 2025 and beyond.

Record-Breaking Engagement Across Multiple Codes

One of the most striking trends we observed is the unprecedented level of sports engagement in Australia. Despite challenging economic conditions and technological disruptions, Australians are more passionate about sports than ever before. Seven of the top ten most-watched TV slots in 2024 were sporting events, with 30 out of the top 50 dominated by sports content.

This enthusiasm isn't limited to viewership; attendance figures are soaring across the board:

• The NBL broke its all-time attendance record that stood for 31 years in 2024/25, with 1,129,449 fans attending games throughout the regular season and finals.
  
  

• The AFL's 2024 season saw a total attendance of 8,243,908 across 215 events, averaging 38,344 fans per game
  
  

• The NRL's 2024 season had a total attendance of 4,265,299 across 207 events, averaging 20,605 fans per game
  
  

• The Brisbane Lions vs Sydney Swans Grand Final at the MCG had 100,013 fans in attendance
  
  

• The NRL Grand Final saw the Panthers claim their fourth consecutive premiership in front of 80,156 spectators
  
  

• The 2025 Australian Open attracted record crowds with more than 1.2 million spectators over three weeks

The NBL achievement is particularly impressive considering it was set in a season with 40 fewer games than when the previous record of 1,127,033 was established. Viewership in the 2024-25 season also experienced significant growth, with ratings increasing by an average of 34% on ESPN compared to the previous season, something we have been a part of due to our ongoing partnership with ESPN.

Austadiums covered 1,691 events at 197 stadiums across 16 sports in 2024, with total attendance exceeding 22.2 million. The highest attended sports events in 2024 included the F1 Australian Grand Prix, with day 4 drawing 132,106 spectators, day 3 attracting 130,806, and day 2 bringing in 124,113 fans.

These figures underscore the immense potential for brands to connect with highly engaged audiences through sports partnerships and innovative marketing strategies.

The Untapped Potential of Regional Sports Marketing

We've long recognised the power of local communities in shaping brand perceptions. The SportNXT Summit reinforced this belief, highlighting the significant opportunity that regional Australia presents for sports marketers.

With 9.6 million people living in regional Australia, this market segment offers a unique avenue for authentic brand connections.

Research shows that:

85% of people in regional areas actively participate in community sports

91% of regional Australians believe local sport unites their community

75% of regional Australians believe advertising in sports settings helps sustain grassroots and local sports clubs

66% feel more positively about brands that sponsor sports clubs and events

Millennials in regional areas are particularly receptive to sports sponsorships, with 86% agreeing that advertising helps support grassroots sports, 81% feeling more favourable toward brands that sponsor sports events, and 44% finding advertising in sports content more relevant.

Local sports provide an unparalleled gateway for brands looking to establish meaningful connections in these tight-knit communities.

Emerging Technologies and Marketing Strategies

Right now, we are seeing several key trends reshaping the marketing landscape in 2025:

1. Connected TV (CTV/BVOD) is emerging as a core performance channel for driving online impressions.

2. Generative AI and AI media algorithms continue to revolutionise marketing strategies, offering personalised content at scale.

3. Short-form video dominates social media, with platforms like YouTube, TikTok and Instagram Reels leading the charge.

4. Data-driven marketing approaches, particularly those leveraging first-party data, are becoming increasingly crucial.

5. Sustainable and inclusive marketing is no longer optional but essential for brand credibility.

The Rise of Community-Led Marketing

• Grassroots and member-driven initiatives that create authentic connections.
  
  
• User-generated content that feels personal and relatable.
  
  
• Local involvement that strengthens relationships with existing members while attracting new participants.
  
  We believe this strategy is particularly effective in an era where audiences value authenticity and trust above all else.

Looking Ahead: Consumer Trends to Watch

As we look to the future of sports marketing in Australia, several consumer trends are likely to play a significant role:

The Australian wearables market is estimated to be valued at AUD 3.56 billion in 2024, with expected growth at a CAGR of 8.00% between 2025 and 2034.

46% of Gen Z and Millennial consumers prefer access over ownership, especially in fashion, mobility, and entertainment.

The global subscription economy is expected to reach $1.5 trillion by 2025.

75% of consumers are more likely to purchase from brands that offer personalised experiences.

53% of consumers purchase products directly via social media.

Revenue in the Australian Sports market is projected to reach *US$746.19 million in 2025.

*This refers to the total revenue across various segments of the sports industry. According to the Statista Market Forecast, this encompasses:

1. Media spending (subscriptions and broadcasting rights)

2. Merchandise spending (sports apparel and equipment)

3. Ticket spending (attendance at sporting events)

The data includes both B2C (business-to-consumer) and B2B (business-to-business) revenues across popular sports such as Soccer, Football, Basketball, Baseball, and Cricket. This figure represents consumer spending on goods, tickets, and media subscriptions in the respective segments, which can be both online and offline.

It's worth noting that this differs from the IBISWorld report which estimates the total Sport industry market size in Australia at $17.8 billion in 2025, as the IBISWorld figure likely includes additional revenue streams beyond consumer spending.

Feel free to drop us a line and we'll show you how we drive measurable results with great strategy, clever creative and media innovation.