‘An iconic part of Australian culture’: 72andSunny scores AFL as client
Indie creative agency 72andSunny has been tasked by the Australian Football League (AFL) to kickstart the Toyota AFL Premiership Season for 2025.
With the new partnership in place, the agency’s job is to create a brand campaign that highlights the AFL’s 2025 activity, beginning with the Opening Round.
The work – set to enter the market in March this year – is expected to encapsulate media partnerships, social media and advertising, with the overall goal being to grow the game’s audience and introduce more “Culturally and Linguistically Diverse” (CALD) individuals and younger people to AFL.
“We’re inspired to collaborate with this ambitious team and by the possibilities we can unlock together,” said 72andSunny ANZ president, Ross Berthinussen.
“Australian Rules Football is such an iconic part of Australian culture, with such a rich subculture and heritage, helping them drive relevance with Modern Australia more broadly is the kind of challenge we love.”
According to Amanda Romeo, general manager fan at the AFL, the sporting institution was on the lookout for a creative agency capable of providing longstanding platforms, and one with a solid grip on contemporary culture.
“[W]e were looking for a creative agency who understands modern culture and how to build enduring platforms that connect with new audiences,” she said.
“72andSunny stood out, and their ability for story telling and audience engagement will help our game to grow,” Romeo finished.
The agency has a history of working with sports-related organisations on projects. Within the Australian and New Zealand market, it contributed to “Google’s partnership with the AFL and AO”.
Internationally, 72andSunny has worked with the NFL, and athletic brands Under Armour and adidas.
The agency’s work for the AFL is currently being developed.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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