Fox Sports and Bundaberg tell stories of passionate Rugby League supporters in documentary series

Fox Sports is chatting with everyday Australian Rugby League fans and staff members about their passion for the game in a new documentary series, ‘The Game that’s unmistakably ours’.

Created by Leo Burnett Sydney, the four-part documentary series led by James ‘The Professor’ Rochford and Tim Sheridan, tells real stories of what fans love about Rugby League as well as those who are involved behind the scenes.

Described as the ‘Pilgrimage of Mateship’ the series which is an extension of Bundaberrg Rum’s brand campaign ‘Unmistakably Ours’ aims to provide ‘”yarns that make Rugby League the game that’s unmistakeably ours”.

The first part of the series tells the story of Rugby League’s Barry Buchanan, also known as ‘Uncle Buck’, who has worked for the Cowboys since 1995 in roles including as team manager.

He has also been involved in behind the scenes work for the Rugby League for 50 years.

The first documentary follows Buchanan as he completes his everyday tasks, and includes thoughts from work colleagues, team members and others who know him.

‘Uncle Buck’ is the focus of the first part of the documentary series

Adam Ballesty, Bundaberg Rum’s marketing director said the brief for Fox Sports for the new work was “simple”.

“Create an entertaining and progressive content series while remaining true to Bundaberg Rum’s core values of mateship, optimism and having a crack.

“‘The Game That’s Unmistakably Ours’ series shows how Fox Sports can work with brands to deliver unique, innovative and engaging content to their audience,” Ballesty added.

Belinda Dolman, Fox Sports’ head of client solutions added: “Nothing is more powerful than live sport for advertisers, and FOX League continues to raise the bar in broadcasting. We know sport, and we know our viewers. That’s why we can produce branded content in a way that’s authentic.”

The episode’s will rum on Fox League’s ‘Bundaberg Rum Super Saturday’ throughout the season.

Mumbrella will be tackling a range of sports marketing issues at the Mumbrella Sports Marketing Summit on July 21. To see the program and to buy tickets click here.



  • Adam Ballesty – Marketing and Innovation Director
  • Karl Roche – Senior Brand Manager
  • Jack Basil-Jones – Assistant Brand Manager

Leo Burnett:

  • James Walker Smith – Group Business Director
  • Simon Starr – Business Director
  • Trishika Ramrakha – Business Manager
  • Stuart Capel – Media Director


  • Lauren Small – Client services director
  • Craig Cooper- Investment & partnership director
  • Alicia Phillip – Digital director
  • Fiona Hedge – Planner/buyer
  • Kate Holland – Account executive


  • Tim Leckie – Creative Director
  • Jared Ben – Project Manager
  • Jemma Hawksford – Senior Account Manger


  • Myles Taylor – Sydney Sports Sales Manager
  • Emily Changizi – Sports Sales Manager
  • Elise O’Toole – Sport Partnerships Manager
  • Damian Bransby – Digital Sport Account Manager

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