The A-Leagues pluck Mango Communications for its PR account

The A-Leagues has appointed Mango Melbourne, part of DDB Group, as its consumer PR agency, following a competitive pitch process.

The A-Leagues represents the pinnacle of professional football in Australia, comprising the men’s, women’s, youth, and e-sports competitions.

The PR partnership is an important part of the recently rebranded A-Leagues’ ambition to drive engagement across each league, grow the competitions, create new sporting heroes for its fan base, and build on football’s position as Australia’s most popular participation sport.

A-Leagues director of strategic communications Damaris Treasure said: “Mango impressed us with the ambition and quality of their strategy and creativity. We’re excited to partner with them as we grow the role of football in popular culture and beyond.”

Mango Melbourne managing partner Alex Lefley said: “What a win it is to team up with the A-Leagues. We’re looking forward to using the power of PR to engage existing and new football fans and help cement football’s spot in local consciousness and culture.”

A-Leagues joins a Mango client roster including New Balance, Funlab, McDonald’s, Australian Radio Network, Unilever, IKEA, and Tourism NT.

The challenge of creating a new brand anthem for the sports code was handed to R\GA in August 2021 following a competitive pitch, giving the agency 10 weeks to build the new anthem and campaign before the beginning of the 2021-2022 A-Leagues season. The new positioning came off the back of the A-League’s (formerly the APL) rebrand also led by R\GA. R/GA was appointed as the APL’s creative and media agency in August. Mumbo also had something to say about the logo.