John West Protein+ sponsors AFLW vodcast series

John West Protein+ has become the sponsor for ‘The Inside Game’, a vodcast series for the AFL and AFLW.

The announcement:

The AFLW has launched a brand new vodcast series titled ‘The Inside Game’ taking fans behind the scenes of the AFL and AFLW, proudly sponsored by John West Protein+, the healthiest tuna yet. Each week, high-performance experts including club dieticians, strength and conditioning coaches and mindset coaches will be interviewed for the series, uncovering how they help players perform at their best.

The series is hosted by Bec Goddard, recently announced as Hawthorn Football Club’s first ever AFLW coach, with each episode available to listen to on Spotify and Apple Podcasts and to view on the AFLW and AFL websites.

The John West Protein+ sponsorship of ‘The Inside Game’ was activated by OMD Create’s sport partnerships division in conjunction with OMD Melbourne, with Wunderman Thompson producing the owned channel creative.

Director of sport partnerships for OMD Create, Charlotte Fetherston-Godley, explained, “We wanted to educate people about the health benefits of the John West Protein+ range so aligning with the elite sport of AFLW, and the people that help the players perform at their best, was a natural fit. In a post Covid environment, we’ve seen a demand in people searching for content that supports health and wellbeing, so ‘The Inside Game’ provides us with a great platform to cater for this need and deliver engaging content that naturally integrates our product messaging.”

AFL Head of Marketing and Content, Julian Dunne said, “The AFL Media team is thrilled to be partnering with John West Protein+ and Bec Goddard to bring ‘The Inside Game’ to life. Our video and podcast portfolio continues to grow at a rapid rate, providing exceptional new opportunities to connect brands with an incredibly passionate and engaged fan base. It is exciting to have John West Protein+ get behind our game to promote their new range.”

Katie Saunders, Simplot Australia’s General Manager of Marketing, added, “The John West Protein+ range was developed to offer health-conscious shoppers an even healthier option from the tuna aisle. Aligning this range with the AFLW and ‘The Inside Game’ is a perfect fit as they are all about going the extra mile to improve health, wellbeing and performance.”

To extend the association with the sport, four AFLW players will be creating TikTok and Snapchat content incorporating cans of John West Protein+ tuna into their training drills.

“I’m excited to help launch John West’s Protein+ range. I eat tuna every day and this is a fresh way to top up my calcium and iron intake at the same time”, said Adelaide Crows Football Club player, Ebony Mairnoff. Fellow AFLW players Lily Mithen (Melbourne Football Club), Hannah Scott (Western Bulldogs Football Club) and Meg McDonald (Geelong Football Club) will also be taking part in the content series.”


Simplot Australia
Katie Saunders – GM Marketing
Leanne Pearce – Head of Brand, Communications & Digital
Tom Peek – Marketing Manager, Seafood
Kristy Webster – Senior Brand Manager, Chilled & Shelf Seafood
Jessica Johnson – Marketing Communications Manager
OMD Australia
Mandie Gilchrist – OMD Business Director
Camilla Wallace – OMD Account Director
Michael Gregory – OMD Account Manager
Aaron Miller – National Director, Sport Partnerships
Charlotte Fetherston-Godley – Director, Sport Partnerships
Wunderman Thompson
Louise Rutherford – Group Engagement Lead
Zorana Dodos – Engagement Lead
Joe Hawkins – Creative Director
Chris Buchanan – Senior Copywriter
Simon Fleming – Senior Art Director
AFL Commercial, Digital Strategy and Sales
Madeline Gibellini – Digital Sales Executive
Chris Birch – Digital Sales Lead
Kathryn Barrow – Digital Integration Lead
AFL Media
Jay Mueller – Managing Editor, AFL
Natalie Edwards – Managing Editor, AFLW
Kelli O’Reilly – Commercial Implementation Manager
Sophie Welsh – Digital Producer
Adam Goldfinch – Video Content Manager
Jourdan Canil – Social Producer
Alex Cottier – Senior Video Editor
Aaron Pereira – Content Creator
John Robinson – Motion GFX
Zoe Caracatsanoudis – Graphic Designer
PJ Smith – Graphic Designer
Tyson Densley – Managing Editor Social

Source: OMD Australia


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