New cross-code support changing the face of Aussie footy fans

A new breed of “omnivore fan” is changing the demographic and cultural profile of Australia’s football fans, while majority support of the Rugby League and Australian rules football continues in their traditional hubs. The Enhanced Media Metrics in Australia stated on its new report that a new class of “omnivore fan,” or cross-code supporting, is invading the face of Australian footy supporters.

The Emma’s new Football Trends and Insights Report “Play On!” revealed that increasing cross-code following revealed a group of consumers, who are connected, confident, and often adventurous as footy code support, and its demographic profile of followers spread. Code supporters are also growing affluent, with fans attending live games in particular skewing to the highest economic quintile.

An instance that perfectly describes the cross-code following is alcoholic beverages and cars, which is two of the biggest sport category advertisers. The report suggested that footy fans are more likely to keep up to date with and be early adopters in these categories, and are also more likely to seek and share information with others about beer and cars.

Ipsos MediaCT managing director Simon Wake said evolving cross-code support suggests that brands putting their advertising strategies on stereotypical code fan profiles could narrow their field of potential customers.

The Emma data also showed that rising enthusiasm for A-league soccer, a professional men’s soccer league run by Football Federation Australia, is driving cross-code support in Oz. Soccer has long enjoyed Australia’s participation rate, which as a result, makes the entire football market grow.

“Rather than fracture loyalty though soccer’s rise is seeing football fans share their love. As a result, the entire football market is growing,” Wake said.

Footy fans, who are highly passionate about their sport, are also heavy media consumers. Most of them turn into sports websites, newspaper sport sections, and TV channel for their fix, offering advertisers extensive opportunities to connect with fans.

“This high engagement offers advertisers extensive opportunities to speak with fans before, after and during games,” Wake added.

Contact the writer at feedback@ibtimes.com.au, or let us know what you think below.