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The Current State of Motor Sport in Australia, Marketing Opportunities

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Motor Sport in Australia

Motorsport involvement whether as a participant, sponsor or parts supplier can provide some big Brand affiliation benefits for your business or Brand.   These need to be articulated through all your communications both on and offline, and above and below the line. Successful cross promotion and association is an important way of linking your brand to the BIG business that is Motorsport.

A Look at the Current State of Motor Sport

CurrentState

The Confederation of Australian Motor Sport (CAMS), the governing organisation in Australia’s motor sport scene, recently published a study highlighting the important role played by the motor sport industry in the country. The study, conducted by multinational professional services firm Ernst & Young, delved into the economic contributions, value add, and employment figures surrounding the industry in 2013.

Also included in the study are figures on the number of participants, car clubs, and motor sport venues across Australia, with data sourced from more than 4300 surveys completed by clubs, category managers, and other participants, as well as financial statements and databases figures from governing bodies.

Some interesting statistics gleaned from the Ernst & Young study include:

Volunteers

Around 17,419 licensed volunteer officials in Australia are to be thanked for running most of the country’s annual motor sport events.

Culture

Motor sport commands a sizeable share of the Australia’s sports industry, being the fourth most watched sport in the country. In addition, more than 80 percent of those surveyed reported ‘being with family and friends’ as an important reason for their involvement with the scene.

Regional Locations

Over 30 percent of participants come from regional areas. Meanwhile, 85 percent of motor sport venues are accessible to those in regional locations.

Competitors

Motor sport competitors reportedly spend anywhere between $12,000 and $15,000 per year on sport-related activities. For those in the aftermarket industry, it’s worth noting that competitors spend $60,000 motor sport vehicle purchases and initial modifications.

Venues

The biggest impediment to continued participation in motor sport events is the current condition of tracks and venues. The majority of those surveyed claimed they would participate more if these were improved.

Participation

Participation

Over 150,000 people participate in motor sport all over Australia, whether through competing, officiating events, or participating in car club activities and events. The country’s motor sport industry consists of the following closely related components.

  • Auto related industries like the aftermarket industry
  • Competitors
  • Officials
  • Car clubs
  • Governing bodies
  • Events and pro teams
  • Tracks and venues
  • Other participants (non-competing car club members)

Motor sport also encompasses a wide range of disciplines, such as:

  • Speed
  • Circuit
  • Speedway
  • Rally
  • Drag racing
  • Off-road
  • Go-kart racing

Both Circuit and Speed take up the largest share in audience and participation, direct output, employment, and valued add among motor sport disciplines in Australia. Together, the two account for more than 60 percent of Australian motor sport industry output.

Industry Output and Value

Australia’s motor sport industry is directly responsible for more than $2.7 billion in direct industry output, $1.2 billion in added direct value, and generating more than 16,300 jobs.

Output&Value

Other Benefits

Australia’s motor sport industry provides other notable benefits, chief among them its positive contribution community development.

Motor sport has deep roots in Australian culture, with an influence encompassing more than just the 76,377 people who compete or officiate in events. For instance:

  • Half of all motor sport participants, or 76,775 of 153,152 participants, may not be competing or officiating in events, but they are active in other club activities related to the industry.
  • In 2013, the 1,391 motor sport car clubs that took part in the survey held around 6,247 events.  The 460 car clubs affiliated with CAMS held 4,311 events, with more than half being non-competitive social events.
  • Family participation is strong in the motor sport industry, with 80 percent of survey participants reporting ‘to be with family and friends’ as being ‘very important’ and ‘somewhat important’ when choosing to participate in motor sport.

Enform can help you capitalise on your association/involvement with Motorsport by working with you to create Marketing strategies that will maximise the exposure of your Brand using the mega Motor Sport Industry Publicity machine. Contact us today to see how we can help.