‘It’s a long and lasting relationship’: Foxtel shrugs off Seven scoring digital rights for AFL as new campaign launches

Kayo Sports launched its ‘Get On Board’ campaign over the weekend, encouraging Aussie sports lovers to subscribe to the streaming platform ahead of the winter sport seasons. Cate Hefele, executive director, spoke to Mumbrella on the campaign launch.

Hefele described the campaign’s aim as “the groundswell of activity we [Kayo] can create”, acting as a call to action to fans, inviting them to join the sporting community.

“Really, it’s about the community, the story and the togetherness that sports bring,” she told Mumbrella.

Hefele explained that this time of year – pre-winter codes – is most popular for new subscribers, as the “natural excitement” begins – so the campaign was strategically created to capitalise on that.

“We have the sporting fanatics – we’ve had them for five years. But now we’re trying to expand to more casual fans, and tap into the different types of sports fan,” she said. “So this campaign is really to boost the enthusiasm we see at this time of year.”

‘Get on Board’ features a number of Aussie sport stars from across sporting codes, including former cricketer Adam Gilchrist, NRL and NRLW players Patrick Carrigan, Nicho Hynes and Tiana Penitani, AFL and AFLW players Isaac Quaynor, Tom Stewart and Chloe Molloy, cricketer Sean Abbott and Diamonds champion Donnell Wallam.

FOX SPORTS commentary talent and sportscasters also feature in the spot.

“We wanted to show the breadth of the sports we have, by using talent from across the board,” Hefele said.

“We have 50+ sports, and this platform really showcases that without having to say it.”

While Channel Seven is set to get digital rights for the AFL next year, Hefele said the team at Foxtel and Kayo have been preparing for that change.

“This year is really all of the prep work for it, and Mick [Neill] and the team are doing an amazing job prepping for it,” she said.

“But the biggest thing for us is that we still have the rights until 2031, and Foxtel as a whole is fully embedded into the AFL – it’s a long, and lasting, relationship.”

Launching later this month, Kayo’s 4K offering will “see a good chunk of new subscribers coming in”, according to Hefele.

From February 29, customers will be able to watch 4K broadcasts of AFL, NRL, cricket, and netball, starting with the season opening Formula 1 Gulf Air Bahrain Grand Prix with every qualifier, race, and even practice, available in 4K.

“We’ll see new subscribers, but we’ll also see growth coming from our existing fans and subscribers who have wanted that 4K for so long, and we’re really looking forward to that,” Hefele told Mumbrella.

The campaign, created by Fox Creative, will run nationally across TV, OOH, press, radio, social and digital.


Director of Marketing – Stephanie Lukin
Director of Sport Social – Carl Burgmann
Senior Marketing Manager – Matt Bartolo
Marketing Manager – Jessie Maclaine

Executive Creative Director – Guy Sawrey-Cookson
Creative Director – Jared Bedford
Associate Creative Director – Tim Buhagiar
Senior Creative – Radge Ratsaphong
Head of Production – Anna Stamatatos
Senior Integrated Producer – Celeste Marsden
Senior Designer – Matthew Ireland
Senior Creative – Tim Hannah
Senior Creative – Drew Morrison
Music Co-ordinator – Braydon Greentree
Motion Designer – Emily Young

Executive Producer – Kim Kirby
Director – Josh Logue
DOP – Simon Ozolins
Stills – James Green

Editor – Matt Bennett
VFX – Goodman Brothers
Post Producer – Dave Kelly
Music Supervision and production – Uncanny Valley


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