‘Fucking Colourful’ V8 Supercars Now Showing on Fox Sports

SHARE
THIS



Twelve months ago Fox Sports and Ten inked a six year deal with the V8 Supercars. Fox Sports, Foxtel and MCN this morning gave advertisers and media buyers a preview of what the coverage will look like.

At an event held at Fox Sports’ headquarters in Sydney, CEO Patrick Delany shared his vision for the sport which has long held a place in the hearts of many Aussies.

“It’s an amazing broadcast, it’s a great sport. How do we refresh this, though, and take it to another place with the extraordinary coverage we’re going to give it?” Delany asked.

The first step was working closely with the V8 Supercars, which also revealed a new look, and shaking up the colour scheme.

“Our first observation was ‘Jeez, there’s a lot of black’. For a colourful sport, there’s black road, there’s black tires, there’s black uniforms, there’s black cars. There’s black logos. There’s black everywhere. It’s a problem for us because sport is about colour and emotion.”

Delany looked to actor and car enthusiast Steve McQueen for inspiration. He described McQueen as, “authentic, rebellious, cool, sexy, and fucking colourful”.

As a result a splash of orange has been added to the palette for all V8 broadcasts.

V8 Fox Sports

From an advertising perspective, Multi Channel Network (MCN) CEO Anthony Fitzgerald explained the races will not be interrupted by advertisements. He said: “That’s difficult to say coming from an ad sales guy with 30 years in advertising. The notion of advertising is interrupt. Interrupt and bash people over the head with the advertising. We believe in live sport there’s a much more subtle approach because, as a viewer of live sport, what I know is that interruption to my favourite sport is actually a pain in the neck. So we believe in building longer term relationships with our viewers.”

Fitzgerald took the opportunity to explain MCN’s viewer panel Multi View which tracks the viewing behaviour of 110,000 Foxtel viewers. This data, Fitzgerald pointed out, gives MCN the ability to profile consumers watching across the platform and he delivered a targeted pitch to the V8 related advertisers in the room. He said: “Foxtel subscribers consume more of everything. They’re more affluent, they’re higher value homes. They invest more in their cars, they turn their cars over more often. They buy more car related products and of course they get their cars serviced more often. They change their oils more often. These are great consumers.”

Delany concluded the event: “It is going to be a fabulous season. Buy a shitload of advertising from us.”

Please login with linkedin to comment

Latest News

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
**FILE*** A Thursday, Oct. 21, 2010 file photo the Sydney Head Office of Network Ten in Pyrmont, Sydney. Network Ten's Wake Up program and its early, morning and late news will be axed from Friday. (AAP Image/Lee Besford) NO ARCHIVING
  • Advertising
  • Media

Network Ten And MCN Reaffirm Sales Agreement Following CBS Sale

Network Ten and Multi Channel Network (MCN) have today reaffirmed that the sales representation agreement, which sees MCN manage the advertising interests for TEN, ELEVEN, ONE and the online catch-up streaming platform tenplay, will continue. Since the agreement was made in 2015, the Network Ten and MCN trading relationship has been an outstanding success. In […]

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.