Rolex and Kia dominate Australian Open sponsor share of voice

Ashley Regan
By Ashley Regan | 30 January 2024

Luxury watch brand Rolex and South Korean car manufacturer Kia maintained the highest share of voice at the Australian Open 2024, according to social and media intelligence and data analytics Meltwater.

Using Meltwater's AI-powered visual listening and company search capabilities (via logo recognition) over the ten day tournament, Rolex had the most recognised visual logo with 43.9% Share of Voice (SOV) (via logo recognition).

Whilst Kia maintained the highest SOV (58.7%) and mentions (21.5K) since 1 Jan 2024.

There was a spike in coverage for new comer sponsor New Balance with 307 posts on Jan 23 due to Coco Gauff’s quarter-final win against Ukrainian player Marta Kostyuk.

Nike sponsorships also returned well.

Women’s AO 2024 winner Aryna Sabalenka’s Nike sponsorship coverage (via logo recognition) grew by 119% between the Women’s semi-finals, from 168 posts on 25 Jan to 368 posts during the Women’s finals on 27 Jan.

Men’s AO 2024 winner Jannik Sinner’s Nike sponsorship coverage (via logo recognition) grew by 2% between the Men’s semi-finals, from 1.37k on 26 Jan to 1.41k in the Men’s finals (28 Jan). Sinner’s mentions spiked over the weekend and grew by 842%, receiving a total of 402K mentions.

Nike’s sponsorship of the Men’s and Women’s finals also drove a spike in posts via logo recognition. The Women’s Nike Sponsored Finalists (Sabalenka and Zheng) drove 91.6k posts throughout the tournament (14 - 27 Jan), whereas the Men’s Sponsored Finalist (Sinner) drove 1.02m posts throughout (14 - 28 Jan).

Likewise with Men’s Runner Up Danill Medvedev’s Lacoste sponsorship coverage (via logo recognition), which also grew between the Men’s semi-finals from 322 posts (26 Jan) to 372 posts by the Men’s finals (28 Jan).

Ross Candido, VP ANZ and SEA at Meltwater, said it is paramount for brands to extend their real-time insights beyond ‘words’.

"Brands should deploy new AI-powered visual listening capabilities that allow them to search and analyse images and videos, identify specific logos, products, celebrities, memes, emotions, age groups, and more," Candido said.

"Failing to integrate image recognition into their social media tracking, means missing out on potentially as much as 90% of their coverage in today's creator-driven economy.

"After all, a picture is worth a thousand words.”

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