The Super Bowl is more than just a game. It’s a cultural phenomenon that transcends borders, uniting sports fans and casual viewers alike in a celebration of athleticism, entertainment, and spectacle. In Australia, a nation with a rich and diverse sporting culture, this NFL showpiece has become an unmissable event, evolving from a niche offering into a major broadcast success.
Behind this transformation is ESPN Australia, which has played a pivotal role in reshaping how the Super Bowl is perceived and consumed by local audiences.
Patrick Bour, director of television and marketing at ESPN Australia sat down with B&T to unpack how the network tailors its approach to engage Australian fans, noting that the Super Bowl has become “must-see sports entertainment.”
From tapping into the spectacle of US sports to collaborations with influencers, innovative partnerships, and bespoke programming, ESPN has not only elevated the Super Bowl’s appeal but also leveraged its cultural relevance to create opportunities for advertisers and fans alike.
Connecting Australian Audiences with the Super Bowl
ESPN’s marketing efforts aim to engage not only avid fans but also the more casual viewers, for whom the Super Bowl might be the only NFL game they watch all season. “The Super Bowl is a cultural phenomenon and captivates audiences the world over, including here in Australia, where it’s must-see sports entertainment,” Bour explained.
“We try to tap into the Super Bowl’s cultural pervasiveness as much as the sporting contest itself. The sheer spectacle of US sports, the athlete superstars, the celebrities, the fashion—it all goes into making US sports so unique and appealing for ESPN audiences.”
This broad approach enables ESPN to connect with Australian viewers on multiple levels, blending the sport’s competitive intensity with its entertainment appeal.
While Australia’s love for homegrown sports like AFL, NRL, and cricket is deeply ingrained, Bour sees this as an advantage rather than a hurdle. “Australia’s passion for sports works in our favour. We love big sporting contests and global stars—that’s why the major US leagues, and particularly the Super Bowl, deliver strong local engagement,” he shared.
Over the past three decades, ESPN has strategically nurtured the growing interest in US sports among Australians. “The Australian sports landscape is no longer defined by our Australian codes alone. There has been huge growth in US sports fandom in Australia, and we have been strategic in managing our marketing and offering to meet this rising interest.”
However, the timing of the Super Bowl—on a Monday morning in Australia—presents unique challenges. “It’s both a challenge and an opportunity in terms of audience. Increasingly, the Super Bowl is becoming a shared viewing experience with friends and at fan events,” Bour said. Enter the “Super Bowl Sickie” campaign.
The Super Bowl Sickie: A Campaign Tailored to Australian Culture
Recognising the growing trend of Australians taking the day off to watch the Super Bowl, ESPN developed the “Super Bowl Sickie” campaign. “The ‘sickie’ is a cultural staple and great Aussie colloquialism,” said Bour. “By framing the campaign in the way we have, we are promoting the Super Bowl but also celebrating a fun, uniquely Australian thing to do.”
Launched in partnership with creative agency Now We Collide, the campaign includes influencer content aimed at embedding the phrase into the cultural moment. “We asked a selection of influencers to create fun content about taking a Super Bowl Sickie, with the aim of embedding that unique Australian phrase into this cultural moment and associating it with ESPN and the Super Bowl,” Bour explained.
Interestingly, the campaign targeted young female audiences, a demographic traditionally less likely to follow the NFL but still keen to enjoy the spectacle of the Super Bowl. “Our marketing teams are always looking to find new niches of viewers, and we’ve found this approach to be highly effective,” Bour noted.
Adding to the campaign’s Aussie flavour, ESPN collaborated with McDonald’s to create content around a quintessentially Australian “Macca’s run” on game day. “Again, we’re just trying to connect our Aussie culture with the event itself,” he adds.
Customised Broadcasts for Australian Viewers
To make the game more relatable to Australian fans, ESPN produces a bespoke Super Bowl broadcast tailored specifically for local audiences. “Rather than retransmitting the host broadcast, we have a full Super Bowl production from the stadium in New Orleans,” Bour revealed.
This localised broadcast, featuring ESPN commentators Chris Fowler, Dan Orlovsky, and Louis Riddick, caters specifically to Australian and New Zealand audiences. “This allows us to take fewer commercial breaks, integrate local sponsors, and include subtle nods to our local viewing perspective—like commentators welcoming viewers to ‘Super Bowl Monday’ instead of ‘Sunday.’”
For Australian fans, Australian born Philadelphia Eagles Tackle Jordan Mailata was also a major draw. “We can also focus more on Jordan Mailata than the US broadcast might,” said Bour. The production team captures the excitement of Super Bowl week with social media and editorial content emanating directly from New Orleans and focussing more on Australian interests.
ESPN’s Super Bowl broadcast involves intricate collaboration between the US Monday Night Football team and ESPN Australia. “Our Monday Night Football team produces the game onsite using camera shots from the host broadcaster,” explains Bour. While the production process is challenging, the result is a seamless viewing experience tailored to Australian audiences.
The Evolution of Ad Sales in Australia
The Super Bowl’s advertising landscape in Australia has undergone significant growth. “In 2018, we had a relatively simple ad suite, selling spots to a handful of clients and into a global broadcast. Fast forward to 2025, and we have a mix of close to 40 global and local tier-one brands advertising during our made-for-Australia and New Zealand broadcast,” Bour shared.
McDonald’s remains a long-standing partner, while a diverse range of advertisers from QSR, Automotive, HBP, Travel, and Entertainment sectors have jumped on board. “The breadth of advertisers this year really demonstrates how US sport is cutting through to Australian audiences,” Bour noted.
For Australian brands, the Super Bowl offers a unique opportunity to tap into a highly engaged audience. “The Super Bowl occupies a unique space in the media landscape. It’s a cultural moment as much as a sporting one,” Bour explained. With ESPN’s young, sought-after 18–35 demographic, the event has become a goldmine for advertisers looking to reach a captivated audience.
Breaking Records with the Super Bowl
Last year’s Super Bowl was a record-breaking success for ESPN in Australia, becoming the most-watched program ever on the network. Bour credited this achievement to year-round NFL coverage and a growing interest in the sport. “It’s become more present in our sports culture, and of course, that culminates in the Super Bowl,” he said. The addition of pop culture phenomena like Taylor Swift – whose relationship with Chiefs Tight End Travis Kelce has made headlines across the globe – has also helped attract new viewers.
It’s too early to report numbers from yesterdays clash between the Chiefs and Eagles but Bour was optimistic about another strong showing.
“Our NFL regular season ratings are up, and we’ve had back-to-back record Super Bowl audiences. The Kansas City Chiefs are looking to create NFL history by winning a third straight Super Bowl, and Australia’s Jordan Mailata is an Eagles superstar. There’s really something for everyone,” he concluded.
As the Super Bowl continues to captivate Australian audiences, ESPN’s efforts to blend US sports culture with Aussie traditions have proven highly effective. ESPN is ensuring that the Super Bowl remains more than just a game—it’s a cultural moment for all to enjoy.
