‘There are big plans in place for 2024’: PHD renews partnership with AFL

Less than a month out from the 2024 season, the AFL has announced it is renewing its partnership with PHD Australia.

First teaming up in 2019, PHD Melbourne will be responsible for the media planning and buying across the AFL account, including the AFLW, game development programs and Marvel Stadium.

“We are thrilled to be renewing our relationship with PHD. They have clearly demonstrated their high-level media capabilities and understanding of our marketing goals and challenges for the years ahead,” AFL executive general manager customer and commercial, Kylie Rogers, said.

“With a well-known record of driving growth for Australian brands, we are confident PHD will help us deliver upon our business and media goals.”

PHD Melbourne general manager, Kathryn Weatherlake, added: “We’re incredibly excited to be working with the AFL again, such an iconic and well-loved Australian brand. There are big plans in place for 2024 and we’re looking forward to working with the team to drive the code to new heights.”

The news comes only weeks after PHD’s appointment as the new media agency for frozen food company, McCain, and a contract extension with ANZ Bank.

PHD Melbourne managing director, Simon Lawson, welcomed the opportunity to continue working with “another established Australian brand such as the AFL”.

“… I’m excited about our momentum as an office and looking forward to us achieving more great results for our clients this year,” he said.

Earlier this week, Kayo Sports executive director, Cate Hefele, told Mumbrella that while Channel Seven is set to get digital rights for the AFL next year, the team at Foxtel and Kayo have been preparing for that change.

“This year is really all of the prep work for it, and Mick [Neill] and the team are doing an amazing job prepping for it,” Hefele said.

“But the biggest thing for us is that we still have the rights until 2031, and Foxtel as a whole is fully embedded into the AFL – it’s a long, and lasting, relationship.”


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