Brands have been urged to think beyond traditional media channels when trying to cut through the noise with sports sponsorships.
Speaking on the MIK Made Show Notes track at SXSW Sydney, BWS’ Kate Patterson described how it had sought to add extra firepower to its AFL partnership following some tepid initial results.
“We signed on as an AFL partner three years ago, and our media to complement that strategy was very much focused on in-game. And at the end of that season, our partnership awareness was actually quite low, so it was a bit shocking. After all this investment, why does no one know we are an AFL partner?” said Patterson, BWS’ senior integrated media manager.
BWS has been the AFL’s official liquor retail partner since 2023, with the BWS app offering footy fans app-exclusive offers, and a 30-minute pick-up for all orders placed through the BWS app. Within the AFL app, BWS also sponsors the stats section. However, the alcohol retailer chose not to sit on its hands with the partnership and tweaked its media strategy to address shifting audience behaviour—a move Patterson explained has paid dividends.
“We’ve got our in-game strategy, which is your more traditional broadcast spots and dots in-stadium. But what’s new for us is surrounding the game. That’s how we position more creator-led podcasting, and it brings BWS into the conversation with fans through the week, and ultimately, we want them to buy beers from us on game day. The fact that we can talk to you in the lead up to that is really valuable,” she said.
While its work within the AFL app is important, Patterson said using podcasts allowed the brand to make its sponsorship “a bit more playful”.
That led BWS to join ex-AFL player turned podcaster Dylan Buckley (as well as fellow panelist) and his Footy & Friends podcast.
Every week the podcast features a BWS sponsored segment bringing to light quirky AFL stats, that wouldn’t necessarily be allowed on BWS AFL stats page. Stats included in the segment? Which team has the most mullets and which team has the tallest coach.
“They were the type of stats we wanted, which you can’t really promote via the AFL, because that’s not right for their context. So I think bringing it into a podcast, it’s much more flexible. I don’t think it’s hard to get nine stats a week that are like that. You obviously go into goals and margins and all that more boring stuff, but ultimately, [there’s] a lot more possible in [Buckley’s] world ,” commented Patterson.
@footyandfriends Who kicked all the goals for Collingwood back in 97?? Footy & Friends brought to you by BWS – Get Game Ready with BWS Stats. Find the stats to back your banter with mates on the AFL app. 18+ Drink Responsibly #afl #Collingwood ♬ original sound – Footy & Friends
Also on the panel was WPP Media’s head of sport and entertainment partnerships, Myles Taylor. He also identified that the of fragmenting sporting media channels can reduce the efficacy of sponsorships.
“We’re continually saying to [brands], look broader than your traditional media channels,” he said.
“And it’s definitely not saying that traditional media channels aren’t still extremely important. They are, and we believe that, but it’s about how you complement those strategies, how you complement those channels and platforms to have more of a well rounded, kind of authentic partnership.”
“The open truth is [non-traditional channels are] probably more cost effective. Podcasting channels or creators can be very cost effective and deliver some really important results for brands. I think that’s probably where those opportunities exist in the future.”
“More than half the time spent consuming sports content comes from outside of the live game itself. Maybe 20 years ago, if you said that you’d capture more eyeballs in the social post than watching the actual footy, people would have thought you were nuts,” added Patterson—though B&T notes that Facebook had just turned one 20 years ago.
Patterson said this shift reflects how deeply sport is woven into people’s everyday lives, not just what happens on the field.
“If you want to win in sport, you need to keep playing even after the siren goes,” emphasised Patterson.
Patterson’s point was further backed up by a stat put forward by Taylor.
“Through a heap of research that we’ve done at WPP, we’ve found that 60 to 70 per cent of engagement with sports specifically happens outside of the live game itself.”
If you are a brand looking to get involved with content creators, Patterson said you should be looking for the ones who you can imagine yourself to have a beer with.
“So I bring it back to why BWS plays in sport at all, and that it’s a big drinking occasion, so we want people to buy their game day beers from us. So when you think about talent. You want people that you want to have a beer with,” she explained.
B&T has contacted the AFL for comment.
