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Storm jersey most valuable among sports clubs in 2020

The iconic purple jersey worn by reigning NRL premiers Melbourne Storm is the most valuable canvas in sport, according to Nielsen QI data.

Nielsen’s 2020 Sport Benchmarking Report revealed the side was not only number one on the field in 2020, winning a memorable premiership last October, the Storm jersey was also number one for total QI media value across the NRL, AFL, Super Rugby and A League.

QI (Quality Index) media value measures duration of screen time, average exposure during broadcast, audience figures and quality of exposure, and is widely considered one of the best methods of appraisal for sponsorships in the sports industry.

Storm also had the third highest TV audience of any winter sports team nationwide last year, finishing on the podium with AFL grand finalists Richmond Tigers and Geelong Cats.

The club has boasted the number one jersey sleeve for QI media value for several years, with the prominent Suzuki branding generating a whopping $24 million in value in 2020.

Suzuki – the club’s longest serving partner – has relocated to the sternum position, leaving the highly visible and most valuable jersey position in winter sport available for a new partner heading into the 2021 NRL season and beyond.

As the reigning NRL premiers, Storm is forecast to have outstanding TV ratings again in 2021, with 14 free-to-air games on Channel Nine/GEM scheduled for the home and away season in addition to every game live on Fox League on Foxtel and Kayo.

Melbourne Storm Chief Commercial Officer Nick Haslam said the sleeve sponsorship presented an opportunity to reach and resonate with thousands of captive fans each week.

“While we continue to focus our energy on digital and data innovation to provide fantastic outcomes for partners and engaging experiences for fans, we know the QI media value of our jersey positions continues to be market leading across the NRL and AFL,” Haslam said.

“Long term, aligned partnerships are key to successfully developing engagement with fans and the more central a logo is on screen, the higher the opportunity for impact.”

The overall QI media value of the Storm kit was boosted by its front jersey position, which generated the second highest media value for major partner RedZed across the NRL, AFL and A League, as well as its shorts media value, which was number one across the three football codes and generated significant exposure for premium partner Hostplus.

The club’s partners have the added benefit of reaching one of the largest and most highly engaged social media audiences in Australian sport. 

Melbourne Storm was ranked number one across the NRL for engagement on both Facebook and Twitter in 2020.

For sponsorship opportunities with Melbourne Storm, contact Daniel Cullinan on 0427 682 403 or dcullinan@melbournestorm.com.au