Specsavers is bringing its long-running ‘Should’ve gone to Specsavers’ platform to live netball broadcasts, announcing an expanded integrated partnership with Foxtel Media for the 2026 Suncorp Super Netball season.
Launching this weekend during Round 6, the campaign will run across Kayo SPORTS and Fox Netball, featuring two integrated TVCs embedded within game coverage. The activation builds on Specsavers’ existing relationship with Netball NSW and its 2025 partnership with the NSW Swifts, now extended to include GIANTS Netball.
Developed by Foxtel’s in-house creative agency BALBOA, the ads lean into light-hearted match-day confusion, with players from the Swifts and GIANTS appearing in comedic scenarios.
These include moments such as a Swifts vice-captain giving a pep talk to the wrong team, and a security guard mistaking a netball bib for a security vest – delivering the brand’s familiar humour alongside a reminder about the importance of regular eye tests.
Specsavers head of marketing, awareness & consideration Anri McHugh said the partnership strengthens the brand’s connection with netball audiences while reinforcing its core message.
“We’re excited to build on that momentum by deepening our involvement in netball and connecting with even more fans nationwide through our new integrated content partnership with Foxtel Media. This partnership gives us the perfect platform to reach the right audience at scale, but as with all our ‘Should’ve’ campaigns, the creative remains highly relatable, with a serious message at its core. We all know how easily mistakes can happen when your eyesight isn’t at its best, and these executions are an important reminder for netball fans of all ages to look after their eye health,” said Specsavers Head of Marketing, Awareness & Consideration, Anri McHugh.
“I hope netball viewers enjoy watching the TVCs as much as our team enjoyed making them with the BALBOA team,” he continued.
Netball NSW CEO Tracey Scott said the collaboration highlights the strength of both the sport and the brand in engaging audiences.
“This is a really fun campaign which highlights the wonderful personalities and role models we have in both the NSW Swifts and GIANTS Netball,” she said.
“Specsavers have one of the most respected and recognised brands in the world and they are leaders in their field. Similarly, the Swifts and GIANTS are leaders for women in sport in this country and internationally, and we love the collaboration because it works from both fan engagement and brand elevation perspectives.”
Foxtel Group said the partnership reflects its ongoing push to elevate women’s sport and deepen engagement with audiences across broadcast and streaming platforms.
BALBOA head of creative ad sales Jan Schutte said the project successfully translated the brand’s iconic tone into a sporting context.
“Bringing the iconic ‘Should’ve gone to Specsavers’ platform to netball fans with the help of two of the sport’s most beloved teams – the GIANTS and Swifts – was a dream assignment for us. It was a treat to relay an important message while having a lot of fun along the way.”
The campaign, brokered and bought by EssenceMediacom, will run for the remainder of the netball season and will be supported by behind-the-scenes social content, stadium and broadcast integration, and additional on-screen messaging across Foxtel platforms.
EssenceMediacom group director Remona Salem said the activation is designed to deepen engagement with netball fans.
“We recognise the passion and loyalty of the netball community. By integrating Specsavers across Kayo SPORTS and Foxtel platforms, we deliver real value to fans, enriching the viewing experience and deepening the connection between Specsavers, the sport, and its community.”
“We’re especially thrilled with how the BALBOA team has captured Specsavers’ unique tone through the lens of netball, ensuring the partnership resonates well beyond the court,” she said.
CREDITS
Specsavers ANZ
Dominic Savill, Trading Director Specsavers ANZ
Shaun Briggs, Director of Marketing Customer Attraction, Specsavers ANZ
Anri McHugh, Head Marketing Awareness & Consideration
Jeva Lloyd-Besson, Marketing Manager Awareness & Consideration,
Foxtel & BALBOA
Jan Schutte, Head of Creative – Ad Sales
Natalie Speer, Senior Production Manager
Bradley Conomy, Director of Photography
Bridget Watt, Production Coordinator
Conrad Terpens, Senior Creative – Ad Sales
Daniel Nunan, Copywriter
Mia Wolczak, BTS Director
WPP Media brand
EssenceMediacom
Remona Salem, Group Director – Implementation & Activation
Maddison Jones, Associate Director – Implementation & Activation
Anthony O’Callaghan, Head of Investment
Matt Ridsdale, Client Partner
Andrew Mudgway, Managing Client Partner
