How marketers can win tonight’s State of Origin
Tonight, footy fans are flying into Sydney, tuning into live streams from the couch, and packing out pubs to watch the State of Origin. Big sporting events offer a unique opportunity to engage audiences - not just during the game, but throughout the entire lead-up. Ben Baker, managing director APAC, Vistar Media, explains.
Tonight, the nation is once again divided — and united — in its love for footy. Whether you’re backing the Blues or the Maroons, one thing’s for sure: everyone will be tuning in.
However, Origin is just the beginning. This winter, Australia will be the stage for some of the year’s most electrifying sporting events, from the return of the British and Irish Lions Rugby Test Series to the intense rivalries heating up the NRL and AFL seasons. Brands now have a powerful, timely opportunity to engage passionate sports fans in real time with dynamic campaigns that respond instantly to game schedules, team match-ups and live scores. This ensures every fan experiences the thrill as if they’re right there in the front row, making every moment count.
With sports fans on the move and constantly consuming content, a critical challenge for marketers is how do you capture attention across these shifting moments, in a way that’s smart, scalable and aligned with what fans actually want?
That’s where programmatic digital out-of-home (pDOOH) comes in. It brings people together from every corner through full-funnel engagement, from fueling pre-game excitement to keeping the momentum going even after fans leave the stadium with top highlights of the game.
Marketers can build a multi-layered approach that connects with fans at every turn. Whether it’s using point-of-interest (POI) targeting to strategically activate ads around stadiums, audience targeting to identify superfans across states, or dynamic creatives that constantly shift messaging with the game.
With State of Origin matches lighting up major Australian cities and superfans arriving for the British and Irish Lions Rugby Test Series — one of the world’s most prestigious rugby events — fans aren’t just attending games; they’re planning their entire day (or weekend) around them. That’s a goldmine of moments where brands can connect with their audience.
PDOOH gets the fans hungry on the way to the stadium.
With pDOOH, marketers can meet fans wherever they are, not just inside the stadium, but all along their journey. Think targeted screens at airports, train stations, pubs or right outside stadium gates. For example, a major taxi network could activate hyper-localised campaigns before and after matches to intercept fans looking for rides, diverting them from competitor ride-hailing apps by owning the moment when demand is highest.
Alcohol brands, too, are tapping into this by activating campaigns around key NRL fixtures to promote footy-themed offers or seasonal promotions, capturing audiences while they’re out socialising before or after a match: From geo-fencing stadium precincts to lighting up nightlife hotspots post-match.
Not every fan makes it to the game, but that doesn’t mean they’re any less engaged. Whether they’re watching from the couch, streaming highlights from their mobile or reliving the game over lunch, fans stay plugged in well beyond the stadium walls.
With smart audience targeting, advertisers can reach fans based on real behaviours, like which team they follow, how they consume sports content, or even whether they’ve attended a match in the past. It’s about showing up in the right places, with the right message, when people are most likely to care.
Even better? Marketers can tailor a creative to fit different fan moments using dynamic creative. This precision can boost loyalty through personal and impactful messaging, such as pre-game hype content, score updates during the match or a cheeky recap the morning after. Dynamic DOOH automatically adjusts in real time, delivering content that feels relevant, timely and most importantly, personal — turning passive viewers into actively engaged supporters.
It’s also a strategic advantage for brands with deep team affiliations. Automotive sponsors of clubs like North Melbourne, for instance, can elevate their investment by surrounding key home matches with contextually relevant, emotionally resonant messaging. This can reinforce loyalty among existing fans while nudging new ones to associate their passion for the team with the brand itself.
This winter season is a major moment for the sports calendar and a pivotal opportunity for brands to make a real impact. It’s no longer enough to simply be seen. Advertisers need to be strategic, relevant and present.
Whether it’s Rugby Union, NRL or AFL, the opportunity is clear: fans are excited, they’re out and about, and ready to engage. Now it’s up to marketers to deploy the right creative and tech to make every impression matter.
Keep up to date with the latest in media and marketing
