Football Federation Australia (FFA) has teamed up with creative agency Saatchi & Saatchi and media agency Starcom as part of a fresh approach to growing attendances and broadcast audiences across Football, including the Hyundai A-League.
A number of high profile agencies were involved in a competitive selection process that began in February.
FFA’s head of commercial, digital & marketing, Luke Bould, said the arrival of the new agencies would complement a range of initiatives for the next Hyundai A-League and Westfield W-League seasons aimed at increasing attendances and viewership.
“Football is the world game and the biggest club-based participation sport in Australia,” Bould said. “We have seven million people in Australia who identify as football fans.
“The aim of our marketing will be to get them engaging more directly with our professional leagues, clubs and national teams.
“We were delighted with the response to the pitch, with outstanding work from a number of agencies, making it a tough decision.
“We are excited to be working with Saatchi and Saatchi and Starcom, whose passion for the game and strategic thought really shone through.”
“With the Caltex Socceroos taking part in the FIFA World Cup this month, defending their title at the AFC Asian Cup in January, the upcoming Hyundai A-League & Westfield W-League 2018/19 seasons, and the FIFA Women’s World Cup in June 2019, we have a lot to look forward to,” concluded Bould.
Saatchi & Saatchi CEO Anthony Gregorio said, “It’s an honour to be appointed and we are delighted to be working with the FFA to promote and grow the premier football code in the country.
“As a self-confessed football tragic, the fact this allows me to indulge my passion during work hours is a massive bonus.”
Starcom GM Martin Hadley added, “Our Starcom team is excited and energised to be joining with Saatchi & Saatchi to partner with the FFA.
“Together we will further develop and execute a powerful communication and channel solution to help Football realise its true potential and fuel the passion for the sport in an exciting and pivotal year.”