New research from Google Australia has unveiled a significant opportunity for brands to connect with Australian consumers through their deep-seated love for a diverse range of sports beyond the traditional favourites like footy and cricket.

The research, which was conducted by Kantar, surveyed over 1600 Australians. It found that Australians now follow an average of three different sports, with one in two Australians saying they engaged with a wider variety of sports than in the past. The research also revealed that 59 percent of sports fans reported positive feelings towards brands that advertise within sports-related content.

While live broadcasts remain a cornerstone of sports consumption, 61 percent of Australian sports viewers actively seek additional content. This includes highlights, replays, athlete interviews, and expert analysis. YouTube has become the go-to platform for Australian sports fans, with 63 percent of viewers finding relevant sports content they can’t find elsewhere.

Two in three Australians say they follow both Australian-based sports and sports outside of Australia. Car maker Kia effectively tapped into these strategies to launch their new ute in Australia. They featured 20 athletes from diverse disciplines in their YouTube ad campaign. This approach, combined with affinity audience targeting, effectively drove interest and built a connection between Kia, their product, and Australian sports fans.

Managing Director of Media Sales Specialists at Google Australia, Rhys Williams, said: “Understanding and tapping into the Australians’ love for sports is crucial for brands seeking to make an impact – and going for marketing gold. By embracing platforms like YouTube and utilising data-driven advertising strategies, brands can effectively connect with this passionate and engaged consumer audience.”