Kayo calls out busy sports fans in new spot from Special

Foxtel’s Kayo Sports and Special have launched a new brand campaign acknowledging sports fans’ competing priorities.

“When Sport Is Everything” launched today, seeking to lure sports viewers who may not yet be subscribed due to their busy lifestyle, after Foxtel on Friday reported slowing growth for the sports streamer in its 2022 FY results, compared to its 2022 results.

Other assets:

Love Triangle 15″ 

Whenever sports is everything 15″

Kim McConnie, Kayo Sports marketing director, said: “This season, we are taking a fresh approach by letting busy sports fans know that we understand their time is precious and that watching their favourite team can’t always be the top priority.

“We want them to know that Kayo Sports fits seamlessly into their busy lifestyles, it doesn’t have to be an either/or decision. We are Australia’s favourite sports streaming service that allows fans to watch their team whenever, wherever, and however they want.”

The campaign is led by a TVC featuring Dolphins coach Wayne Bennett, alongside Rabbitohs  player Latrell Mitchell and Collingwood captain Scott Pendlebury. The spot follows a footy fan as he attempts to balance footy and life, as the conflicting priorities mount in a lighthearted visual metaphor.

The campaign’s footy-focus reflects Foxtel’s domination of footy streaming rights, after Foxtel and Seven secured AFL broadcast rights until 2031 in a historical deal, adding to its NRL deal, which Foxtel extended to 2027 three years ago.

Kayo worked with Mindshare to target potential fan growth areas that have been identified with hyper-targeted creative to match NRL and AFL teams to their potential fan growth postcodes. OOH, radio and digital media will be used to bring a sense of community in a scaled way. Weekend upweights and countdown messaging will also be used to deliver additional cut-through and excitement around games exclusive to Kayo Sports.

Harry Neville-Towle, creative director at Special, said: “Apparently, fans have a life outside of sport. While this was news to us, it meant there is a large audience beyond the uber fans Kayo Sports traditionally caters for that we could reach with a message of flexibility, functionality, and greater coverage, to help busy fans make the most of whatever time they do have for sport.”

Linda Tyson, Mindshare managing partner, added: “We’re excited to see this new evolution of Winter Codes come to life. With our multitude of touchpoints from TV, cinema, gyms, radio and a variety of OOH formats, this campaign will be unmissable.”

The campaign goes live today across TV, OOH, radio, online, social, display and cinema.


Client: Kayo Sports
Kim McConnie: Marketing Director
Matthew Bartolo: Senior Marketing Manager
John Matthews: Executive Director of Acquisitions & Partnerships
Tim Micallef: Head of Media & Planning

Creative Agency: Special
Cade Heyde: Partner, CEO
Lindsey Evans: Partner, CEO
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Partner, CSO
Will Moore: Strategy Director
Max McKeon: Creative Director
Harry Neville-Towle: Creative Director
Jeff Seeff: Senior Creative
Joel Grunstein: Senior Creative
Adam Shear: Head of Design
Fraser Kelton: Editor
Sevda Ćemo: Head of Film & Content Production
Alyce Guy: Senior Producer
Tori Lopez: General Manager
Jake Stopper: Team Lead
Genevieve Bowes: Business Manager

Media Agency: Mindshare
Linda Tyson: Managing Partner
Elliott Eldridge: Sydney Head of Strategy
Sarah Newcombe: Connections Planning Director
Remona Salem: Group Investment Director
Emily Harris: Investment Manager
Lee Vargas: Investment Associate Manager
Oliver Poiner: Investment Executive

Production Company: Finch
Alex Roberts: Director
Nick Simkins: Executive Producer
Julianne Shelton: Producer
Post Production: The Editors, Rumble Studios
Rohan Zerna: Offline Editor
Ben Eagleton: Grade
Heather Galvin: Online Editor
Liv Reddy: Head of Post Production
Sound Production: Rumble Studios
Stills Production: Sam I Am
Tobias Rowles: Photographer
Rich Cole: Stills Producer


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