AFL re-signs influencer marketing agency after successful 2024 campaign
The AFL has extended its partnership with marketing and creative agency Underscore following a successful 2024 season, Mumbrella can reveal.
The agency’s full-service influencer and creator department was brought on board for the 2024 season to drive attendance for the AFL’s opening round in NSW and QLD and build an audience outside of Victoria.
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The agency engaged 47 influencers from the two states, targeted local audiences and showcased genuine collaborations with creators. Their work was education, and in turn, casual AFL fans became supporters of the sport.
The successful campaign generated a total reach of 7.7 million across Instagram and TikTok, and saw Underscore retained for several further campaigns throughout the season.
The agency also worked on the AFL’s Gather Round, which had an audience of 1.2 million on TikTok and Instagram.
It also engaged 87 influencers for the ‘Break The Aussie Rules’ campaign, continuing to focus on influencer talent in NSW and QLD. The influencers were tasked with promoting tailored key messages through content deliverables, which resulted in a total reach of 17 million.
@sophadophaa Come with me to the AFL!! @afl @Sydney Swans #BreakTheAussieRules ♬ original sound – soph
Underscore recently wrapped up its final AFL campaign of the season, in the form of a series of Sydney derby pub watch-parties.
“It’s been a pleasure to have partnered with Underscore across several campaigns this season, including our recent ‘watch-party’ initiative, which has helped bring the excitement of Aussie Rules to more fans across NSW,” said AFL senior manager of marketing, Anthony Voyage.
“By engaging with 20 influencers at 20 venues aligned with the Sydney Swans and GWS GIANTS, we’ve made the game more accessible for those unable to attend in person and allowed casual fans to experience the community and joy that AFL brings.
“The content produced across multiple platforms has not only captured the spirit of these events but has also sparked the beginning of new fandom journeys. We look forward to continuing our partnership with the Underscore team into 2025 and beyond,” he added.
Elise Brando, head of influencer and creator marketing at Underscore, said: “I’m excited to share that our partnership with the AFL has been incredibly successful so far.
“We were initially engaged to drive attendance for the opening round in New South Wales and Queensland, and the campaign’s success led to even more opportunities with the AFL. Thanks to the positive results from that first campaign, they’ve since brought us on board for two additional campaigns and a fourth one that we’re currently developing.”
The Underscore Team. (L-R): Renee Picciani, Matt Gardener, Mel Bowman, Elise Brando
She said each campaign has allowed the agency to build on its successes and refine its strategies, and the continued trust from the AFL is a testament to the hard work and creativity of the Underscore team.
“It’s been fantastic to be at the core of the AFL’s deepening investment into influencer marketing, proof that the league is at the front of a changing market in this space,” Brando continued.
“This work is just the latest example of Underscore working with a leading brand to solidify their influencer strategy as this change accelerates.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
AFL
Anthony Voyage
Aussie Rules
content creator
creator economy
Elise Brando
influencer marketing
Underscore
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