MediaCom has been appointed as the National Rugby League (NRL)’s media agency of record following a competitive pitch process. Publicis’ Spark Foundry previously held the business.
The NRL is an integral part of the Australian sporting landscape bringing millions of people together through passion, enjoyment, and the love of the game.
Its advertising and media strategy is centred around continuous improvement to not only better the game, but also attract new fans and participants and reward its existing, passionate fan base.
The new partnership will see MediaCom lead media strategy, partnerships, media buying and analytics for NRL.
Corina Black, NRL general manager marketing and brand said: “We’re incredibly excited about what we can achieve through our new partnership with MediaCom. We’re committed to playing a positive role within the community and driving the growth of our game, and our agency partners will be critical in helping us deliver on this”.
Yaron Farizon, CEO MediaCom AUNZ added: “We are thrilled to start working with the NRL. So much of Australian culture is about celebrating sport and embracing the communities that contribute to its success. The NRL and the sport of rugby league means so much so many people, and it’s incredibly exciting that we get to be part of the journey that is helping grow the game. Our Strategy, Planning and Investment teams did a wonderful job at showcasing the strength of our sports marketing capabilities and I can’t wait to see what we do together.”
In May, GroupM announced plans for MediaCom to merge with sister agency Essence to form a new performance-led, and data and technology enabled, global agency called EssenceMediacom. In Australia and New Zealand, Pat Crowley will lead EssenceMediacom, an agency of more than 550 people across offices in Brisbane, Melbourne, and Sydney, making it one of the largest media agencies in Australia, with unparalleled depth and breadth of future facing capability.