Multi-Channel Network (MCN) and Foxtel today unveiled a new integrated sales and partnerships model for MCN, Foxtel Networks Australia (FNA) and FOX SPORTS.

The new model has been developed to provide advertisers with a truly integrated capability across sport and non-sport channels and products by leveraging a combined sales and brand partnerships team drawn from MCN, FNA and FOX SPORTS.

As a combined function to sit within the MCN business, the new team will be focused on premium revenue opportunities and creating effective integrated campaigns for Australian advertisers.

It will unify solutions across the Foxtel platform, bringing to life ideas and innovative content models built on the FOX SPORTS platform to key genres like Lifestyle and entertainment, and vice versa.

In the last six months MCN has undergone a major transformation across the business, evolving the sales structure and brand proposition to a Foxtel first model.

The new integrated partnerships team supercharges the strategy by amplifying the network’s assets to provide brands with a true Foxtel centric integration offering.

It also ensures MCN continues to provide speed and agility on behalf of its agency and client partners.

The new, hybrid team, will be led by Martin Medcraf in the newly created role of Foxtel sales and brand partnerships director.

Medcraf who has been national sports sales director for MCN for over 10 years, will continue to report to MCN CEO Mark Frain.

Foxtel CEO, Patrick Delany, said: “Our new integrated partnership model is the latest example of how we continue to lead in the Ad Sales space and this role allows us to work smarter by encouraging even greater collaboration and co-ordination across our Ad Sales teams.

“It’s great to see an industry expert of Martin’s calibre take the helm of this exciting new program that will provide value to our advertising partners, while opening up new opportunities to drive commercial growth for Foxtel”.

MCN CEO, Mark Frain, said: “Over the last six months we have re-focused the business on two key traits that have always defined us: innovation and integration.

“This new team is the next step in this evolution and creates something truly unique in the market. By closely aligning sales and partnerships, we are creating new opportunities for advertisers to harness the power of the Foxtel platform.

“This new Sales and Partnerships model allows us to continue to lead the market by creating solutions that push the boundaries of what integrated campaigns can do for brands”.

Medcraf said: “I couldn’t be more honored to lead the new combined Foxtel Sales and Brand Partnerships team and begin building new, high value opportunities for the Foxtel business.

“This more effective structure means we can better share ideas, market experience and knowledge to develop stronger advertising solutions for our partners.