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

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

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

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Bullshit

John Winkler

Kmart turnaround chief to exit Wesfarmers, Target

Read more

End your financial worriesAre you a business man or woman? And you are in need of an urgent loan as to start up your own business? Or do ...

lance

Kmart turnaround chief to exit Wesfarmers, Target

Read more

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Latest Podcast

More podcasts

Sign in