2002-03 Annual R eport 2002-03 Annual R eport - Australian Sports ...

Swimming
Cricket - Outdoor
Tennis
Australian Rules
Soccer
Rugby League
Rugby Union
Golf
Motor Car Racing
Basketball
Athletics (Track & Field)
Jogging/Running/Marathons/Fun Runs
Fishing
Bushwalking/Hiking
Gym Workout
Snooker/Pool/Billiards
Cycling
Gymnastics
Netball
Motor Cycle Racing
Surfing
Snow Skiing - Downhill
Ten Pin Bowling
Ice Skating
Boxing
Horse Racing
Iron Man
Hockey
Sailing/Yachting
Beach Volleyball
Triathlons
Martial Arts
Table Tennis
Canoeing/Kayaking
Equestrian (Horse Riding)
Squash
Water Skiing
Snow Skiing - Snow Boarding
1600000
1400000
1200000
1000000
800000
600000
400000
200000
0
Surf Life Saving
Volleyball - Indoor
ENSURE CRICKET HAS A STRONG AND SUSTAINABLE FINANCIAL BASE
5%
15%
10%
25%
20%
1995-96 1996-97 1997-98 1998-99 1999-
2000
35%
30%
40%
60%
55%
50%
45%
59%
57%
55%
52%
47%
39%
37%
36%
36%
33%
31%
31%
30%
30%
30%
30%
28%
28%
27%
26%
26%
25%
24%
23%
22%
22%
21%
20%
20%
19%
18%
18%
18%
18%
17%
17%
16%
16%
16%
16%
2000-01 2001-02 2002-03
Top. Results from the Sweeney
Sports Report indicate that
cricket is still Australia’s favourite
team sport.
Bottom. SInce 1995-96 Cricket
Australia’s licensing income has
demonstrated consistent growth.
Cricket interest
Traditionally, an Ashes series brings increased levels of interest, but in 2002-03 the five-match Test
series drew 576,190 to grounds around the nation, an increase of 104,000 in match attendance from
the last time England travelled to our shores in 1998-99.
The VB Series enjoyed sell-out crowds in each capital city apart from Melbourne. A total of 344,809
people passed through the gates at the 14 one-day internationals throughout the summer.
Market research demonstrates cricket’s popularity
According to independent market research in the form of the 2002-03 Sweeney Sports Report, cricket
retained its mantle as Australia’s favourite team sport.
The survey of 1500 Australians revealed that 57 per cent of the population has an interest in cricket,
remaining firm on last year’s result.
Coming in behind cricket is Australian Rules Football (52 per cent), soccer (47 per cent) and Rugby
League (39 per cent).
The survey also confirmed that cricket:
• is Australia’s favourite sport to watch on television;
• is Australia’s favourite sport to listen to on radio; and
• is the most read-about Australian sport in newspapers.
TV Ratings – cricket out-rates other team sports
The wide appeal for the game is also proven by cricket’s performance in media ratings. On television
both Test and one-day international cricket consistently rate higher than any other sport.
ATR research indicated that the Nine Network’s coverage of the VB Series of one-day internationals
had a national average rating of 14.6 and the Orange Test series 14.4. Both are higher than the
Australian Open Tennis (10.2), the Australian Football League (9.4) and National Rugby League (7.7).
The ATR system represents a percentage of the total number of households watching any one sport.
Consumer products
Cricket Australia’s licensing program continues to provide the game with a growing revenue stream
and an increased range of products for cricket fans.
In 2002-03 fans around the nation purchased record levels of licensed product that saw the consumer
product’s arm of Cricket Australia’s Commercial Operations department enjoy its most successful year.
Licensing revenue reached $1.6 million, up $350,000 from last year, resulting in the secondconsecutive
year that income from the program has exceeded the $1 million mark.
The strong financial results stem from the sale of popular merchandise items, particularly the replica
playing shirts produced by official supplier, FILA.
Other well-received items around the nation included Concept Sport’s Ashes range of event
merchandise, match programs produced by News Custom Publishing and the Nine Network’s range of
cricket DVD’s and videos.
A highlight of the consumer product’s year saw Cricket Australia and Liberation Music join forces to
produce two albums featuring the favourite music of Australia’s cricketers.
Australian Cricket’s Greatest Hits and Australian Cricket’s Classic Cuts feature 18 tracks by original
Australian artists, with each song personally selected by the players.
Since 1998-99, the consumer products program has demonstrated consistent growth as the range of
cricket products and services has expanded to include electronic games, sporting equipment, novelty
items and memorabilia.
Sales of merchandise and official programs were up 152 per cent on last season, and 81 per cent
higher than at the same time four years ago (1998-99) when England last travelled to our shores.
The Australian team made several in-store appearances at Rebel Sport stores in Adelaide, Melbourne
and Brisbane to promote Australian cricket merchandise.
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