BUSINESS BEYOND BOUNDARIES · Convert the affinity Tactical campaign builds, targeted customer acquisition Generate brand loyalty OUR PROVEN APPROACH DRIVING DECISIONS AND BRAND LOYALTY

BUSINESS BEYOND BOUNDARIES

O U R U N I Q U E S TO RY

DEFINED BY SUCCESSWith 37 premierships, we are the most successful football club in Australia.

CHANGING LIVESWe are deeply connected with our community and are committed to driving positive change.

PROVEN INNOVATORSOver a long period of time we continue to challenge the status quo and deliver for our partners.

THE PORT ADELAIDE FOOTBALL CLUB HAS A RICH 150 YEAR HISTORY.TO THIS DAY, WE CONTINUE TO BE BOLD.

W H AT S E T S U S A PA R T

WE ARE THE ULTIMATE CHALLENGER, NEVER SETTLING FOR MEDIOCRITY AND ALWAYS LOOKING TO THE FUTURE.OUR PROPOSITION STARTS WITH THE AFL AND HAS NO BOUNDARIES.

AFL NATIONAL PLATFORMAccess Australia’s largest and most engaged audience, entrenched in the Nations greatest game.

COMMUNITY LEADERSPower Community Limited leads Australian Sport in delivering life changing programs that create demonstrable social impact.

FIRST INTO CHINAOur world first venture into China connects us to Australia’s greatest trading partner and the worlds largest consumer market.

Despite our club success, we adopt a challenger mindset in searching for new ways to improve and deliver for partners.

ALWAYSCHALLENGINGPOWERFUL ENGAGEMENT

Our fans are proven to support club partners more than any other AFL clubs fans.

N AT I O N A L P L AT F O R M

AFL IS THE FOURTH HIGHESTATTENDED SPORT IN THE WORLD

AFL STATS THAT MATTER

NFL 67.4K

BUNDESLIGA 43.5K

ENGLISH PREMIER LEAGUE 38.2K

AUSTRALIAN FOOTBALL LEAGUE

INDIAN PREMIER LEAGUE 32.8K2.97

2.96

1.33

8.42 2.7010.19 1.899.61

5,432,000

3,967,000

3,348,000

GLOBAL AVERAGE SPORTING ATTENDANCE

CUMULATIVE UNIQUE TV AUDIENCE

AVID FANS

PAY TV

FREE-TO-AIR

36.7K

NFL 67.4K

BUNDESLIGA 43.5K

ENGLISH PREMIER LEAGUE 38.2K

AUSTRALIAN FOOTBALL LEAGUE

INDIAN PREMIER LEAGUE 32.8K2.97

2.96

1.33

8.42 2.7010.19 1.899.61

5,432,000

3,967,000

3,348,000

GLOBAL AVERAGE SPORTING ATTENDANCE

CUMULATIVE UNIQUE TV AUDIENCE

AVID FANS

PAY TV

FREE-TO-AIR

36.7K

7.5m+CUMULATIVE AFL ATTENDANCE IN 2019

182m+CUMULATIVE AUSTRALIAN TV AUDIENCE IN 2019

NUMBER OF AVID FANS

AVERAGE ATTENDANCE

7mTOTAL NUMBER AFL FANS

N0.1AFL.COM.AU IS THE LEADING SPORTS WEBSITE N AUSTRALIA

1m+AUSTRALIANS ARE PAID MEMBERS OF AN AFL CLUB

4.2m+UNIQUE DIGITAL AUDIENCE PER MONTH

15.9mAUSTRALIANS ARE AFL CONSUMERS

1.65mDOMESTIC PARTICIPATION IN AUSTRALIAN FOOTBALL IN 2019

O U R P EO P L E

SOCIAL, DIGITAL & TV

NATIONAL AUDIENCE*

GENDER

10m+Annual TV audience

38k+Average attendance

60k+Members

2.9mAvg monthly impressions

190kFacebook likes

1mAverage monthly video views


MEMBERSHIP & ATTENDANCE

103kTwitter followers

96kInstagram followers

68kContactable database

90kApp downloads

NATIONAL AUDIENCE REACHOUTSIDE SOUTH AUSTRALIA

42%Female

42.6Average age Younger than AFL Avg

GENDER BREAKDOWN

58%Male



60k+Members


190kFacebook likes







90kApp downloads


FEMALE 42.6Average age Younger than AFL Avg

GENDER BREAKDOWN

MALE

65%

42%

58%



60k+Members


190kFacebook likes







90kApp downloads


42%Female

42.6Average age Younger than AFL Avg

GENDER BREAKDOWN

58%Male



60k+Members


190kFacebook likes







90kApp downloads


FEMALE 42.6Average age Younger than AFL Avg

GENDER BREAKDOWN

MALE

65%

42%

58%

*OUTSIDE SOUTH AUSTRALIA *YOUNGER THAN AFL AVG.


REACH ACROSS CHANNELSAND DEMOGRAPHICS. OUR PEOPLE ARE MORE CONNECTED AND MORE ENGAGED.

10m+ANNUAL TV AUDIENCE

190kFACEBOOK LIKES

103kTWITTER FOLLOWERS

96kINSTAGRAM FOLLOWERS

2.9mAVG MONTHLY IMPRESSIONS

1mAVG MONTHLY VIDEO VIEWS

90kAPP DOWNLOADS

68kCONTACTABLE DATABASE

42.6 YrsAVERAGE AGE

38k+HOME ATTENDANCE

60k+PAFC MEMBERS

742kCUMULATIVE MATCH DAY

350kPAFC FANS

5 YEAR AVERAGE

We leverage the power of elite football to drive real social and economic change in our community through programs that create education and employment outcomes.

COM MU N I T Y L E A D E R S

WE LEAD THE AFL IN EMPOWERING YOUNG AUSTRALIANS THROUGH A RANGE OF LIFE CHANGING PROGRAMS

UNPARALLELED IMPACT

70,652REACH FROM OUR PROGRAMS

45k+ITEMS DONATED

769SCHOOL VISITS ACROSS AUSTRALIA

2,502HOURS SPENT IN THE COMMUNITY BY PAFC PLAYERS

20k+HOURS PAFC STAFF SPEND IN THE COMMUNITY

191STUDENTS PLACED INTO TERTIARY EDUCATION OR JOBS

I N T E R N AT I O N A L P L AT F O R M

IN 2017, WE BECAME THE FIRST NON-CHINESE PRO SPORTS TEAM TO PLAYFOR PREMIERSHIP POINTS IN CHINA.

SHOWCASE IN SHANGHAI

4m+VIEWERS ANNUAL SHANGHAI GAME, MORE THAN THE AFL GRAND FINAL

16m+CHINESE BROADCAST AUDIENCE OF PAFC GAMES IN 2019

MORE THAN JUST A GAMEBeyond our annual Shanghai game, Port Adelaide is using the power of sport to develop meaningful opportunities for Australian and Chinese businesses. Our approach and value proposition extends beyond traditional sporting assets as we develop strategic commercial partnerships with like-minded organisations.

21m+LIVESTREAM AUDIENCE

3000+CORPORATE GUESTS NETWORKING ON MATCH DAY52k

WEIBO FOLLOWERS 550+

HIGH PROFILE BUSINESS ATTENDEES AT OFFICIAL GALA DINNER

12kWECHAT FOLLOWERS

SOLD2019 - SOLD OUT BRAND ASSETS AND MATCH DAY CORPORATE FACILITIES

9400TWITTER FOLLOWERS

2020 ON SALE NOW

After decades of dominating the SANFL and South Australian football resisting the national agenda for the game, Port Adelaide drove the agenda that led to the formation of the Crows in 1991 and ultimately Port Adelaide’s entry into the in 1997

H O W W E D O B U S I N E S S

CHINA STRATEGY

ENTRY INTO THE AFL

ADELAIDE OVALALWAYS

CHALLENGING, WE CONTINUE TO BE BOLD AND NEVER SETTLE FOR MEDIOCRITY.THESE ARE EXAMPLES OF HOW WE DO BUSINESS.

Port Adelaide were once again the agents for change and championed the move of AFL football to the re-developed Adelaide Oval in 2014 from Football ParkThe Club’s game day experience in now considered the best in Australian sport, with iconic rituals like ‘Never Tear us Apart’ drawing fans from around the world.

Port Adelaide is the first and only non-Chinese professional sporting club to play for premiership points in mainland China. A sports diplomacy strategy has seen many new sponsors and government bodies come on board.

1994AFL LICENSE GRANTED

1997AFL ENTRY

2004AFL PREMIERSHIP

2014ADELAIDE OVAL MOVE

2017INAUGURAL AFL GAME IN CHINA

1989PORT’S INITIAL AFL BID

AWARENESS & BRAND

Start the conversationBuild awareness of your brand on the national stageDevelop association through profile assets

CONSIDERATION & PREFERENCE

Build on the conversationDevelop trust and associationTarget PAFC’s engaged audience via digital and unique activations

CONVERSION & LOYALTY

Convert the affinityTactical campaign builds, targeted customer acquisitionGenerate brand loyalty

O U R P R OV E N A P P R OAC H

DRIVING DECISIONS AND BRAND LOYALTY THROUGHACTIVATING INSIGHTS THAT CREATE CONNECTION AND DELIVER ROI.

1 2 3

ENGAGEMENT ACROSS MULTIPLE CHANNELS

“The most engaged and connected fans ever recorded, any sport, any team in Australia”

2014 AFL MEMBER SURVEY, DEAKIN & SWINBURNE UNIVERSITIES

O U R P EO P L E A R E I N V E S T E D

44%OF PAFC SUPPORTERSACTIVELY SUPPORT BRANDS THAT SUPPORT THE CAUSES THEY ARE PASSIONATE ABOUT.

26% OTHER AFL CLUBS

18%GENERAL POPULATION

MORE ENGAGED,MORE OFTEN.

O U R P EO P L E A R E I N V E S T E D R E N AU LT

98%

10%

$20m

BRAND RECALL

OF ALL AFL FANS (7m)

RENAULT SALES

AMONGST THE PAFC SUPPORTER BASE WITHIN 3 YEARS OF PARTNERSHIP LAUNCH

CONSIDERED BUYING A RENAULT AFTER 3 YEARS OF PARTNERSHIP

WERE GENERATED DIRECTLY BY THE DEDICATED PAFC SALES TEAM

“Since partnering with Port Adelaide two years ago, Renault has enjoyed a mutually beneficial association that has seen both parties grow significantly. The leadership and team spirit shown by Port mirrors that of our team and we couldn’t be happier with the partnership.”

JUSTIN HOCEVAR, MANAGING DIRECTOR, RENAULT AUSTRALIA

O U R P EO P L E A R E I N V E S T E D BA N K S A

RESULTAPPROACH

Build brand awareness and affiliation through an asset spread that bought to life the Bank SA ‘Let’s do this’ Campaign and commitment to the partnership

Deliver a campaign focused on ‘member first’ mindset. Use a customised suite of assets to continually reinforce Bank SA messages and build trust.

Offer up exclusive PAFC incentive and call to action, driving membership base to a specific landing page and dedicated home loan team with a customer first mindset

AWARENESS

CONSIDERATION

CONVERSION

248

189

$83m

NEW HOME LOANS

NEW CUSTOMERS

SETTLED LOANS

O U R P EO P L E A R E I N V E S T E D E N E R GY AU S T R A L I A

2893

$4.9m

MEMBERS AND SUPPORTERS

NEW ENERGY CONTRACTS

JOINED ENERGY AUSTRALIA ‘POWER’ PLAN IN THE FIRST YEAR

MARKETED TOGETHER TO ACHIEVE CAMPAIGN GOALS

IF OUR APPROACH RESONATES LET’S TALK

James LindsayGeneral Manager – Commercial Port Adelaide Football Club 0434 182 351 | [email protected] Brett MathersCommercial Development Manager Port Adelaide Football Club 0400 226 434 | [email protected]

APPENDIX

I CO N I C B R A N D

$4mJUMPER BRANDING GENERATES

MEDIA VALUE PER YEAR



$1.2mMEDIA BACKDROP GENERATES

MEDIA VALUE PER YEAR PER PARTNER


$1mMEDIA POLO GENERATES

MEDIA VALUE PER YEAR PER PARTNER

Documents

BUSINESS BEYOND BOUNDARIES · Convert the affinity Tactical campaign builds, targeted customer acquisition Generate brand loyalty OUR PROVEN APPROACH DRIVING DECISIONS AND BRAND LOYALTY