🏉 Top Partnerships: Men's Healthtech Meets Sport 🏈

It's akin to a real-life game of "Top Trumps" or intense Poker.

Two dynamic men's healthtech brands full of testosterone, raising each other big cards in their foray into partnerships and sponsorships with elite Australian sports clubs, particularly in the NRL and the AFL.

Mosh and Pilot are known for some eye-catching, progressive adverts across multiple channels, but recently they have seen the power of reaching men through Sport.

How so?

Mosh’s Partnerships (so far):

NRL - Melbourne Storm (Mar 2022)

NRL - Manly Sea Eagles (Mar 2022)

NRL - Parramatta Eels (Mar 2022)

AFL - St Kilda (Feb 2022)

NRL - Paul Gallen (Individual) (Aug 2021)

Pilot’s Partnerships (so far):

AFL - Richmond Tigers (Mar 2022)

NRL - Cronulla Sharks (Nov 2021)

Why so?

A good chunk of Aussie men love footy, no matter the code. But generally speaking, NRL and AFL rule the roost.

According to Roy Morgan’s analysis and data, The AFL’s biggest audience demographic are generally people under 35 years old, with the NRL sitting in the 50 to 64 year old group.

Although Roy Morgan stopped doing this annual survey after 2020, the results are revealing. TV viewership for the AFL sat at just over 7.5 million, with 56% of viewers male. The NRL saw over 5.7 million viewers and 61% male.

These eyeballs are intensified during the Finals Series’ for both codes, 3.6 million tuning in to the 2021 NRL Grand Final and 3.9 million for the 2021 AFL Grand Final.

Then you consider the sizeable social media followings of the biggest NRL teams, very likely a daily destination for hardcore NRL fans, and you can see why these partnerships are a sound investment.

Melbourne Storm alone has 535,000 Facebook followers and 300,000 Instagram followers. Curiously unlike the other partnerships listed above, Mosh’s logo will not be on the main players’ kit but on the physios and trainer’s gear (we strongly suspect the pockets couldn’t go THAT deep for full coverage on Australia’s biggest supported NRL Team).

How many more sports teams will these (and other brands) snare in 2022?

All we know is we will be watching closely to see the battle of the men’s healthtech brands when St Kilda take on Richmond in the AFL on Sunday 3 April.

Go browse Pilot’s website here and Mosh’s offering here.

Get your short, sharp shot of (mainly) australian healthtech by signing up to dose here.