Serving Brands Without Disrupting The Action: How Nine Aced Sponsorship Integration at the Australian Open
In the competitive world of live sports broadcasting, striking the perfect balance between commercial integration and audience experience is an art form. Nine’s coverage of the 2025 Australian Open exemplifies this balance, weaving sponsorship messages seamlessly into the broadcast without disrupting viewer engagement.
Anne Gruber, Director of Content Partnerships – Sport, Olympic, and Paralympic Games at Nine, gave B&T an inside scoop into how Nine achieves this, the innovations driving sponsor visibility, and the broader impact of sponsorship on brand perception.
The Art of Seamless Sponsorship Integration
Sponsorship within live sporting events often risks being intrusive, but Nine’s approach prioritises synergy between branding and editorial content. “All of the sponsored moments across the broadcast are designed to work hand in hand with editorial segments,” Gruber explained. “A brand should always complement the broadcast in a really intuitive way so that we can add value to the audience, but also add value to the customers of that brand”.
To ensure a natural fit, Nine carefully considers branding, taglines, and campaign messaging when pairing sponsors with in-program segments or talent associations. This strategy ensures that sponsorship is not merely an add-on but an integral part of the broadcast storytelling.
Nine doesn’t just integrate sponsors; it ensures their investment yields tangible results. The network conducts an extensive effectiveness study post-tournament, analysing key metrics such as brand recall, sponsorship awareness, and brand consideration.
“Our 2024 campaign showed that AO viewers are three times more likely to consider sponsor brands that appear in the broadcast exclusively, compared to brands that just run standard TV spots,” Gruber shared. Additionally, returning Australian Open sponsors saw a 75% increase in brand consideration, underscoring the long-term impact of deep sponsorship integration.
The Australian Open is not just a television event. It is a multi-platform experience. Nine extends sponsorship visibility beyond linear broadcast through digital and social channels. “The digital and social channel mix provides incremental reach for the broadcast content, both on-network and off-network,” Gruber explained.
This approach allows brands to personalise and target digital content to key demographics, measuring engagement across multiple touchpoints. Some brands, like ANZ, successfully leveraged Nine’s digital platforms to enhance their tournament presence.
Data-Driven Storytelling: Enhancing Sponsor Value
A key component of Nine’s integration strategy involves leveraging player statistics and match analysis to reinforce sponsor narratives. “The storytelling around the athletes and what happens on court is super important,” said Gruber. “The tennis is the biggest marketing platform to kick off the year, and using the players and their performance as a narrative platform is something really powerful”.
Nine collaborates closely with Tennis Australia to utilise advanced broadcast technologies, such as ball tracking, shot percentages, and real-time player statistics. “We use things like head-to-head stats, ball tracking technology, shot percentages, and point percentages to provide the audience with a deeper understanding of player performance,” she said.
This data-driven storytelling benefits sponsors by integrating their brands into highly engaging, analytical moments of the match.
On-Ground Activations and Colour Reports
Many Australian Open broadcast sponsors also maintain an on-ground presence at Melbourne Park, and Nine ensures their activations receive prime coverage. “One of the things we do is create colour reports to amplify and reinforce that these brands have a direct event association,” said Gruber.
Nine’s Wide World of Sports colour reporters roam the tournament grounds, spotlighting sponsor activations, products, and fan experiences. “They talk to the location of those activations, the products, and the experiences, weaving in editorial messaging to create the hook back to the tennis,” she added.
This strategy ensures sponsors receive visibility in a way that aligns naturally with the overall event narrative.
Augmented Reality: Elevating Sponsor Visibility
One of the most innovative aspects of this year’s coverage was the use of augmented reality (AR) to integrate sponsors into the broadcast.
In addition to these on-court elements, Nine introduced a new AR feature in its on-ground studio, Court Nine.” Court Nine is another impactful way to weave in sponsor branding,” said Gruber. “We rotate this between all of our sponsors across every day of coverage, where you will see a logo rising from the court directly and spinning like a hologram”.
The introduction of this technology was inspired by Nine’s learnings from its Paris Olympics broadcast. “The brand effectiveness results from our Olympics coverage were absolutely outstanding,” she explained, “Making the decision to implement similar technology at the Australian Open a natural progression”.
Striking the Right Balance
While maximising sponsor visibility is crucial, maintaining the integrity of the broadcast is paramount. “The editorial integrity of our tennis coverage and all of our sporting coverage is absolutely crucial,” said Gruber. “That’s where you get the lean-in from audiences at home, and that also has an effect on brand results for those sponsors”.
To achieve this balance, Nine’s partnership team works closely with the World Wide Sports production team, even co-locating during the tournament. “For the duration of the tournament, every minute we’re on the air, our partnerships team sits directly with the producers,” she revealed. “They select the right moments in the broadcast to deliver sponsor activations in a way that’s authentic and non-disruptive”.
Nine’s sponsorship strategy is not just about meeting expectations; it is about setting new industry standards. “We believe we have already set a benchmark,” said Gruber. “Our Wide World of Sports team is world-renowned for the way they tell stories across live sporting moments”.
Looking ahead, Nine remains committed to evolving its sponsorship strategy. “We continuously take feedback from our partners, reviewing it internally with our content and technology teams,” Gruber said.
Key areas of focus include content evolution, new broadcast technologies, audience engagement tools, and enhanced brand measurement. “Our mantra is to offer a world-leading platform for brands to engage audiences, in line with our broader business strategy,” she concluded.
With an ever-expanding set of digital and technological tools at its disposal, Nine is redefining the way sponsorship is integrated into live sports, setting a new standard for both brand impact and audience experience.
This article was first published by Aimee Edwards, B&T.
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