NAB AFL Women’s Trailblazing In Digital As Well As Women’s Sport

NAB AFL Women’s Trailblazing In Digital As Well As Women’s Sport
SHARE
THIS



When the Australian Football League (AFL) CEO Gillon McLachlan announced that the inaugural season of the NAB AFL Women’s Competition would start in 2017, it was a historic moment for elite sport in Australia. However, that’s not the only trailblazing move the AFL has made – the launch of the website at the address www.womens.afl is another incredible move by the country’s most innovative sporting organisation.

The keen observer may have noticed the lack of the traditional .com or .com.au extension at the end of the address, which is significant on many levels. Last year, the AFL joined over 550 of the world’s largest brands in acquiring their own web extension (.afl), giving the AFL full control of their own real estate on the web.

Some of the most recognisable brands on the planet have started using their .brand namespaces. From Google and Canon to BMW, big brands have begun to flex their creative muscle. Among this group, a handful of innovative Australian brands also applied, taking control of .anz, .seven, .monash and .iselect, to name just a few.

AFL chief information officer Scott Jendra saw a long term upside in using the .afl namespace in the communications supporting the launch, including the new television campaign. “The groundbreaking nature of AFL Women’s deserved to be supported with next-generation digital tools – we were just lucky enough to be one of the few brands to have our own web extension in .afl,” Jendra said.

“One of the ambitions of the new league is to broaden its existing fan base and engage new audiences who are hungry for information and content to maximise their football experience. We aim to support that with www.womens.afl as well as our usual digital and offline channels.”

This isn’t the first time the AFL has taken bold steps with .afl; www.play.afl was used for a grassroots community site and the commercial venture www.coffee.afl lets fans buy team-branded coffee pods. If differentiation is king in marketing, then the 550 plus brands (many ASX 100 and Fortune 500) with their own .brand namespace might just reign in 2017.

There won’t be another chance to apply for one for several years at least. Until then, the lucky few each have the opportunity to do things in the digital space that their competitors simply cannot match. There is no doubt that 2017 is likely to explode with digital branding and concepts most of us haven’t even considered possible.

Brands will use their .brand web extension to create meaningful and memorable calls to action in their promotional material, like the AFL has done with www.womens.afl in the TVC. Today’s larger companies simply have so much digital content to share, and using short and meaningful URLs really give these organisations the ability to let their customers navigate to exactly what they want easily and directly.

Digital marketers have more tools at their fingertips than ever before, but in this crowded environment our ability to track the customer journey and create strong connections with our audience is weakened. The AFL is not only building direct relationships with a new audience, they have full visibility and control of the customer experience.

The AFL was also the first sporting code in the world to launch its branded domain ahead of Major League Baseball, the NFL and the NBA who each also own a .brand extension.

While the AFL has been a pioneer in this space, internationally there have already been over 100 organisations putting their toe in the water with their .brand namespaces, including organisations such as the UK based Barclays bank who last year moved their entire digital presence from barclays.com to home.barclays.

According to Jendra, “the AFL will continue to roll out selective properties with the .afl extension over time and will continue with new innovations such as AFL Women’s breaking new ground – in the representation of women in sport as well as in innovative, future-minded digital marketing”.

Please login with linkedin to comment

Latest News

TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]