Sportsbet’s Elite Average Games brand platform returns for 2021

Sportsbet has unveiled part two of its Elite Average Games campaign, following its successful launch in 2020.

The Elite Average Games was originally launched as a “hilarious” alternative to the Olympic Games, postponed in 2020, and the latest campaign builds on last year’s tongue-in-cheek commercials.

Once again featuring commentator James Brayshaw and comedian/broadcaster Nick Cody, the new edition of the Elite Average Games features new events including Paper Toss, Rhythmic Spillnastics, Beach Shade Wrestling, Reverse Park, Dog Ball Throw and Bindi Walk.

The brand platform was developed by Sportsbet’s in-house team, in collaboration with production partner Palomina.

The first commercial, Paper Toss, launched across FTV, PTV and Digital on 28 February, and Sportsbet is launching new sports each Sunday through to 28 March.

The spot features Aussie basketball legend Andrew Gaze making a cameo appearance as coach.

Sportsbet’s head of brand and advertising, Jason Thatcher said: “We always aim to connect with our audience through fun and humour.

“And there’s no better way to deliver that message than with our Elite Average Games campaign, which celebrates everyday Aussies performing in everyday events on the big stage, showing us how to make it look easy with Sportsbet.

Aussie larrikin Gary Flynn, the Wheelie Bin Sprint champion from the first campaign, returns for the new commercials across multiple spots where he talks about “the spirit of average”.

Sportsbet creative director, Rambo Goraya, said: “For the second year running that global sporting event with the rings we’re not allowed to mention by name could be cancelled, so we didn’t think twice about bringing back the Elite Average Games and increasing Australia’s quota of gold medals.

“Others may opt to wheel out Hollywood A-listers but the sight of Fabian Frotheez wowing the crowd in the Rhythmic Spillnastics and signing Wheelie Bin champ Gary Flynn as a Sportsbet ambassador felt more our speed.

“A big congrats to all our Elite Average Games’ champions. They’re the real stars.”

Sportsbet GM of marketing, Tim Hernadi, added: “Sportsbet loves to hero the everyday legend and 2020’s Elite Average Games proved extremely relatable and popular not only with our target audience, but those outside of it as well. It’s big and engaging but most of all it underlines the Aussie fun and spirit of just having a crack.”

Eleven brand and product TVCs in total are being supported by eight bespoke spot edits across social media, plus radio, OOH, and major press.


Client/Creative – Sportsbet
Chief Marketing Officer, Mark Migliorini
Group Manager of Marketing, Tim Hernadi
Head of Brand, Jason Thatcher
Head of Partnerships and Content, Kathy Schokman
Head of Content Production, Dan Atkins
Creative Director, Raman Goraya
Copywriters: Chris Chard, Shaun Conroy, Hammy Goodman
Campaign Manager, Olivia Ferrary
Campaign Manager, Isaac McCallum
Production Partner: Palomina
Production Producer, Kate Merrin
Brand Producer, Rachel Gilkison
Director, Matt Weston
DOP, Marty Smith
Production Designer, Lucinda Thompson
Editor, Jon Holmes
Sound, Final Sound


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.