Supercars Australia has appointed sports and entertainment agency Gemba as its research and insights partner, starting from the 2020 Virgin Australia Supercars Series season.
The three-year partnership will see Gemba providing Supercars and its competing teams with fan insights and brand health tracking research to inform commercial and fan engagement strategies.
Supercars general manager - commercial Jamie Black says Gemba was selected for its "comprehensive approach".
“Data is increasingly critical for our business to understand our fans and develop strategies to add value to our commercial partners. We wanted to partner with an agency that can help us understand the insights and strategy in the data," Black says.
“Gemba’s history and credentials in this market, and the quality and experience of its people, gave us great confidence that we’re partnering with the right organisation to help us going forward.”
The appointment extends Gemba’s client base among sports rights holders, which includes National Rugby League, Paralympics Australia, City Football Group, and the Australian Grand Prix Corporation.
Recently promoted to head of strategy and insights, Gemba's Craig Roberts says the team is excited to work with Supercars over the next three seasons.
"It’s a powerful statement of confidence in Gemba’s Insights division, and our recent appointment of Haydn Northover as Gemba’s insights divisional manager," Roberts says.
"We’re looking forward to going even deeper into what drives fan connections with Supercars and unlocking new opportunities to grow the sport.”
Gemba also provides sponsorship strategy and effectiveness research for major brands that sponsor sports and entertainment properties, including Toyota, McDonalds, Coca-Cola and Sanitarium.
Earlier in the year, Supercars announced an exclusive partnership with Gfinity Esports Australia for the virtural Virgin Australia Supercars Championship.
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