Bendigo Bank has partnered with independent agency Dig to launch a new sponsorship platform connecting its support of elite sport with the grassroots communities where the game begins.
Kicking off with partnerships with the Adelaide Football Club and Geelong Football Club, the campaign celebrates Bendigo Bank’s legacy of supporting Australian football. The platform shows how the bank helps grow the game for players, fans, and communities, and how that same commitment extends to finance goals.
Since 1999, almost $100 million in profits has been shared with sports and recreation clubs and organisations across Australia through Community Banks.
The creative platform ‘Footy grows here’ brings to life the idea that wherever Bendigo Bank is, the game grows. The campaign includes stadium signage, out of home, storytelling content, and social media. ‘Footy grows here’ will continue to roll out over the season with fan competitions and activations to come.
David Joubert chief creative officer at Dig, said: “Bendigo Bank has a genuine history of supporting grassroots football, so the opportunity was to create a platform that shows how the game grows from the ground up. We drafted real junior players from local clubs the Bank sponsors to feature in the campaign, so the creative goes beyond passive logo-only assets. It’s a simple idea celebrating local clubs, the kids coming through, and the elite teams people love.”
Sarah Bateson chief marketing officer at Bendigo Bank, said: “It’s been fantastic to see such a heartfelt reaction. It tells us that people are seeing the Bendigo Bank they’ve always known – a bank that’s truly part of the community. We don’t want to be just another sponsor; we want to give back to the fans and show that our connection to footy is real. We’re excited to keep this momentum going and continue supporting the game in meaningful ways.”
CREDITS:
Bendigo Bank
Sarah Bateson, Chief Marketing Officer
Janet Thompson, General Manager Group Marketing
Sasha Rosman, Head of Brand, Strategy and Planning
Clare Kerlin, Brand Manager
Madison Emes, Marketing Project Manager
Tania O’Farrell, Sales Enablement Lead
Dig
Paul Rhodes, Chief Executive Officer
David Joubert, Chief Creative Officer
Peter Cerny, Chief Strategy Officer
Lisa Ramsey, Managing Director
Anneka Hosken, Account Director
Glenn Symmons, Copywriter
Kai Faulkner, Art Director
Jo Alach, Senior Producer
