Telstra and AFL strike fresh players agreement for digital content

Extension to the existing digital rights agreement between the two companies will see Telstra working to generate digital content from players to build fan engagement

From left: AFL's Gillon McLachlan; Telstra's Joe Pollard; AFL players association's Paul Marsh; and AFL player, Sean Docherty
From left: AFL's Gillon McLachlan; Telstra's Joe Pollard; AFL players association's Paul Marsh; and AFL player, Sean Docherty

Telstra and the AFL are teaming up on a new digital content and events play aimed at encouraging stronger engagement between football players and their fans.

The new deal, which the companies claim is the first of its kind involving a sports league, players’ association and commercial partner, will see Telstra, the AFL and the AFL Players Association work to generate and publish digital content to share with footy fans.

Fifty star players from national AFL clubs will also be selected based on their influence to also become Telstra ambassadors, appearing during Telstra store openings and community events such as coaching clinics and meet-and-greets.

The latest deal sits on top of an existing digital rights agreement between the AFL and Telstra running until 2022. As part of this agreement, Telstra created the AFL Live Official App and the Telstra Media AFL Digital Network. The telco has been working with the AFL since 2002.

In a statement, Telstra group executive of media and CMO, Joe Pollard, said the intention is to work with the AFL and players to create social media content for fans and exclusive moments for the telco’s customers virtually and physically.

“We already play a big role in bringing Australians closer to the game through the AFL Live official app. This new agreement takes our involvement and commitment to the AFL to a new level,” she said.

“We want to open a new door to give our customers the chance to get to know the personalities involved in our great game so they can build deeper connections with their favourite players, and understand and experience the hard work, dedication and fun these incredible athletes have in their lives on and off the field.”

AFL CEO, Gillon McLachlan, said the partnership was a way of innovating around the game.

“Footy fans want to connect with the game, their clubs and most importantly, with the players,” he said.

AFL Players Association CEO, Paul Marsh, also said the partnership demonstrates a commitment to identify new ways to strengthen the industry and grow the game’s footprint nationally. It’s also designed to help players retiring from the game by recognising their ongoing contribution to the sport.

“Over the next five years, AFL players aim to enhance the fan experience by creating new, interesting and engaging content for everyone to enjoy,” Marsh said. “ Every AFL player will benefit from the partnership, including through greater contributions into the player retirement scheme.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

it is very informative and quality of the Furniture NZ i liked it and share on my wall

EveGreen

How Fantastic Furniture is making omni-channel retailing a reality

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Latest Podcast

More podcasts

Sign in