E.SPO.1901 - Australian Beef Australian Olympic & Paralympic Team Sponsorship 2020 Games
MLA sponsored the Australian Olympic and Paralympic team for the 2020 2021 games.
| Project start date: | 30 January 2019 |
| Project end date: | 31 December 2024 |
| Publication date: | 02 May 2024 |
| Project status: | Completed |
Summary
MLA sponsored the Australian Olympic and Paralympic teams via the Australian Beef brand marketing program, which provided a platform for MLA to promote alongside the Olympics and Paralympics in 2020, postponed to 2021.
Objectives
To leverage the Australian Olympic and Paralympic teams and the associated health and nutrition credentials for Australian beef.
Key findings
Leveraging major international sports events enabled MLA to promote Australian Beef widely whilst TV audience viewership was high, especially during COVID.
Benefits to industry
Increased awareness of the nutritional benefits of beef supported demand for Australian beef.
MLA action
Association with sports, health and nutrition supports consumer sentiment towards beef. Future promotional activities considered alignment with sporting teams and or identities.
Future research
Impact of health and nutritional information on consumer perceptions and demand for Australian beef.
More information
| Project manager: | Susan Howe |
| Contact email: | reports@mla.com.au |
