Fairfax has launched a “significant” campaign for the AFL fantasy football website, Ultimate Footy, it acquired last year.
Fairfax Metro Media quietly acquired Ultimate Footy in September last year after recognising the potential in the draft-based fantasy football gaming area, Paul Sigaloff, national sales director for Fairfax Metro Media, said.
“Ultimate Footy will attract loyal regular users who are highly engaged with sport,” Sigaloff added.
“This will allow us to capitalise commercially on the growing draft-based fantasy sports game market, in terms of traffic and sponsorship opportunities.”
The Transport Accident Commission (TAC) has signed as the launch partner for the Ultimate Footy campaign which Fairfax described as a “significant investment”.
The campaign will run across print, online, mobile and radio between February and April with an Ultimate Footy mobile app also on the cards.
The site targets men aged 15-50 with a focus on those in the AFL states of Victoria, Western Australia and South Australia.
Janet Dore, chief executive officer of the TAC, added: “The TAC is pleased to be the official launch partner for Ultimate Footy. It provides us with a great opportunity to engage with young male drivers who are four times more likely to have an accident compared to other drivers.”
“This partnership means that the TAC’s road safety messages will have high exposure to footy fans visiting the Ultimate Footy site.”
Sigrid Kirk, chief product officer at Fairfax Media, said the launch campaign for Ultimate Footy is a “key step in our strategy to reinvigorate our sports brands”.
The Ultimate Footy website is part of the sports brand portfolio which sit under Victoria’s The Age and other Fairfax metro mastheads.
Watch the introduction video to Ultimate Footy below: