Kayo to debut ‘Sport Lives Here’ platform during AFL Grand Final, roll into cricket season

Foxtel Group’s sport-focused streaming service Kayo will launch its new campaign tomorrow, ‘World Cup Lives Here’ during Seven’s coverage of the AFL Grand Final, while ushering in the summer of cricket.

The campaign, which comes via Special Group Australia, features some of the sport’s global stars, rolling over the ‘Sport Lives Here’ platform from the winter codes into the start of the cricket season.

Speaking to Mumbrella, marketing director at Kayo, Kim McConnie said that it was essential to represent “all of cricket” in the spots, with the first creative, ‘Lease is Up’ showing the cricketers moving in to the Kayo house, replacing AFL and NRL players including Luke Keary, Jack Buckley and Rebecca Privitelli. The players are told their lease is finished, with the cricketers moving in the for commencement of the new season.

“Kayo is not about team Australia, we’re about every team, so for me it’s really important to make sure we reflect that and show all the major cricketing countries.”

The new 30 second spots feature cricketing superstars Australian batsman David Warner, England’s Jofra Archer and Afghani Rashid Khan, as well as former pace bowler, Brett Lee.

The campaign was filmed on mirrored sets in both Australia and London, with COVID conditions complicating the production. McConnie said that the night prior to filming, Indian wicket-keeper Rishabh Pant tested positive for COVID-19 and had to pull out of filming the campaign.

McConnie also said there was the logistical issue of borders being shut locally, meaning Kayo could not bring in any local stars base in Queensland for the campaign.

“We never anticipated that basically the whole of AFL and NRL would relocate to Queensland. So we really had to rely on injured players, which was quite good because it was the end of the season, so it’s the first time we’ve actually been able to do a shoot, with which we didn’t mind using injured footy players.”

Kayo’s Kim McConnie

McConnie labelled the upcoming slate of cricket “an unprecedentedly strong summer of cricket”, with both men and women’s Ashes Series, as well as the ICC Men’s T20 World Cup starting next month. 

“For us, it is wall-to-wall super strong cricket. So that’s why we wanted to really put our best foot forward and have two campaigns.”

Last month, Streamotion CEO Julian Ogrin told Mumbrella that the ‘Sport Lives Here’ platform plays on the convenience which customers are ultimately looking for, and McConnie reaffirmed this.

Asked whether Kayo was now placing a focus on the typically Australian codes, with focus campaigns on AFL, NRL and cricket this year, McConnie said that’Sport Lives Here’ is even more-so important, as the sports streaming category continues to fragment.

“You’ve got all of these niche players coming in, we’re actually finding it is becoming quite overwhelming and confusing for people like ‘where do I get my sport?’ Kayo is about global sport. Obviously we’re leaning into cricket because cricket is right now. But we’ve found people are really receptive to Sports Lives Here, which is why we continued it for cricket and we’ll continue it moving forward.”

“Being able to know that you can get 50 sports live and on demand on Kayo, it gives people a sense of certainty that they like.”

Vince Osmond, creative director at Special, said: “As the second chapter in Kayo’s ‘Sport Lives Here’ brand platform, we wanted to show people what life would look like if some of the world’s best cricketers evicted star AFL and NRL legends and moved into their share-house. In short, we wanted to show that without Kayo, you’re not doing the full summer of cricket justice.”

The second spot, titled ‘All Under One Roof’, will air later in October just before the T20 World Cup gets under way featuring the same stars and Brett Lee voicing the ad.


Client: Kayo Sports
Kim McConnie: Marketing Director

Matthew Bartolo: Senior Brand Manager
Jessie Maclaine: Brand Marketing Executive
John Matthews: Director of Media & Partnerships
Tim Micallef: Head of Media and Planning

Creative Agency: Special
Tom Martin: Partner, CCO
Julian Schreiber: Partner, CCO
Dave Hartmann: Strategy Partner
Cade Heyde: Founding Partner
Vince Osmond: Creative Director
Jade Manning: Creative Director
Simon Dalla Pozza: Creative
Lewis Aramayo: Creative
Adam Shear: Design Director
Liam Kenny: Designer
Sevda Ćemo: Head of Film & Content Production
Wendy Gillies: Executive Producer, Film
Emily Willis: Integrated Producer
Tori Lopez: Head of Business Management
Jake Stopper: Business Director

Media Agency: Mindshare
Linda Tyson: Client Lead
Joel Brady: Group Strategy Director
Liz Penton: Connections Planning Associate Director
Guillaume David: Group Investment Director
Production: Good Oil Films
Dave Wood: Director
Lee Thompson: Producer
Post: The Editors
Mark Burnett: Editor
Fergus Rotherham: Colourist
Matt Edwards & Soren Dyne: Flame
Liv Reddy: Producer

Audio: Rumble
Anthony Aston: Engineer
Michael Gie: Producer


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.