‘Cause everyone’s team deserves to be seen’: Fox Footy promotes live offering for AFL season

Fox Sports’ Fox Footy channel is spruiking the live nature of their coverage of the AFL season in the lead up to the season launch in a new ad featuring AFL stars and president of the Collingwood Football Club Eddie McGuire.

Fox Footy, Eddie McGuire

Created by TBWA Sydney, the ad shows a ‘staff member’ explaining how  “every AFL fan deserves to see their team live,” while co-workers walk through the AFL banners of their preferred team which appear around the office.

Fox Footy ‘staff’ and several male and female AFL figures are shown in the ad, as well as Eddie McGuire, while a voice-over explains the channel’s live offering.

The ad ends with the slogan ‘Cause everyone’s team deserves to be seen’.

Fox Footy will show every game of the 2017 Toyota AFL Premiership season live, with no ad-breaks.

“We wanted to open up the inner workings of Fox Footy, the best in the business when it comes to AFL coverage, and a cornerstone of Foxtel’s unrivalled sports offering,” said Rob Farmer, director of brand marketing for content and products.

Craig Brooks, deputy executive creative director at TBWA added in a statement: “One of the rituals of being an everyday footy fan in Australia is a blind loyalty and love towards your team. This is no different for the dedicated team at Fox Footy.”

Last year, Fox and Fox Sports announced TBWA as their single creative agency of record.

The first match of the season, Carlton v Richmond, will air on the channel on March 23.



  • Director of Brand Marketing: Content & Products – Rob Farmer
  • Head of Brand Marketing: Sport – Christopher Boyd
  • Brand Marketing Manager: Sport – Andrew Pahoff

Fox Sports

  • Director: Publicity & Marketing – Carly Loder
  • Head of Marketing: Brand & Social – Chris Gross
  • Senior Marketing Executive – Sam Rix
  • Brand Manager – Vanessa Zenon

Creative Agency – TBWA

  • Executive Creative Director – Gary McCreadie
  • Deputy Executive Creative Director – Craig Brooks
  • Senior Art Director – Mark Tallis
  • Senior Copywriter – Cameron Dowsett
  • Group Account Director – Camilla Stapley
  • Senior Account Director – Richie Taaffe
  • Account Manager – Cosmo Haskard 
  • Planning Director – Joel Pearson

Production – Felix

  • Head of Production – Dillon Hicks
  • Senior Account Manager – Kristie Dagg

Production House – Finch 

  • Director – Alex Roberts
  • Executive Producer/MD – Corey Esse
  • Producer – Amy Dymond
  • DOP – Adam Howden
  • Editor – James Ashbolt, Arc Edit
  • Sound Design – Abigail Sie, Song Zu
  • Post-Production – Finch VFX
  • Colourist – Tristan La Fontaine

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.