Foxtel announces major sponsors for NRLW 2023
Foxtel has announced a slew of major sponsors for the upcoming NRLW 2023 season, following research that showed positive sentiment towards brands who support women’s sport.
Telstra, Harvey Norman and Chemist Warehouse are all returning as major sponsors, with KFC the new naming rights sponsor for NRLW live games.
Westpac has come on board as the naming rights sponsor of a new NRLW entertainment show hosted by Lara Pitt, NRLW ON FOX.
The half-hour show will air on Thursday evenings from 6.30pm, and promises viewers access to “exclusive NRLW interviews, behind-the-scenes segments and what happens at training, on game day, and at team events.”
The bank will be heavily featured throughout the half-hour show, with “Westpac segment integrations”, such as features on the Rise Rookie Academy, and the Westpac Red Zone Stars: a roundtable segment discussing a particular play from the previous round, and a focus player.
This comes weeks after Foxtel Media’s own research with Gemba found 68% of people “feel more positively towards brands that sponsor Women’s Sport”, compared to 53% in 2022.
60% of respondents say they are more receptive to brands that have female ambassadors (up from 53% in 2022), while 59% are more likely to consider purchasing or using brands that sponsor Women’s Sport (up from 49%).
“I’m incredibly excited for the new NRLW season,” said Martin Medcraf, Director of Sports Sales and Brand Partnerships at Foxtel Media.
“The success of past seasons and our recent research into women’s sports has shown us that this additional content creates instant emotional connection with Fox League viewers and unlocks a huge opportunity in quality content outside of live coverage.
Source: NRLW
“Our research shows that brands who sponsor Women’s Sport also enjoy higher levels of trust. We’re creating an experience that’s win-win for both advertisers and viewers.”
Annabel Fribence, Chief Brand & Marketing Officer at Westpac, adds: “The NRLW and women’s sport more broadly continues to grow year on year, and everyone at Westpac is so proud to be a part of that. Our sponsorship is all about growing participation from the grassroots all the way through to the elite level. We’re looking forward to bringing NRLW ON FOX to life to give audiences a deeper look into the game they love and the characters that make it so compelling to watch on and off the field.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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