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


What best describes you?

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

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]