B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Youi Hands Over Brisbane Lions Sponsorship Benefits To Surprising New Sponsor In An Australian-first
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Sports Marketing > Youi Hands Over Brisbane Lions Sponsorship Benefits To Surprising New Sponsor In An Australian-first
Sports Marketing

Youi Hands Over Brisbane Lions Sponsorship Benefits To Surprising New Sponsor In An Australian-first

Staff Writers
Published on: 25th July 2024 at 1:35 PM
Edited by Staff Writers
Share
3 Min Read
Scott Villiers
SHARE

National insurer Youi is set to bring to life the wildest dreams of every footy fan, announcing today that it will hand over the keys to its Brisbane Lions sponsorship to Scott Villiers, a father of three and diehard Lions fan.

Scott’s appointment as a fan-sponsor of the Lions for their Round 21 clash against St Kilda comes as part of Youi’s Footy. Made by fans. campaign, which the company rolled out earlier this year. As a brand dedicated to understanding customers, Youi developed the unique platform to acknowledge the undeniable role that fans have in making footy the spectacle that it is. It has given fans pride of place in a comprehensive creative partnership across TV, digital, contextual OOH (out-of-home), and audio placements.

While Scott will receive access to a range of Youi’s usual gameday assets, the most significant piece of the puzzle that Youi will hand over is custom branding with Scott’s name.

The new logotype will feature in place of Youi’s, not only on the Lions’ matchday guernseys to be worn in the game against St Kilda, but will also appear prominently throughout in-ground media and across Youi’s screens strategy as part of their Lions sponsorship.

Whether in OTT, linear TV or in OOH, Scott will be everywhere that Youi was, the first footy fan to ever be represented at this level.

The execution of this latest phase of Youi’s Made by Fans campaign was a collaborative effort, with M&C Saatchi Sport and Entertainment (part of M&C Saatchi Group) leading in content production and PR, Youi’s internal agency providing brand oversight and the Brisbane Lions supporting from a partnership perspective.

“Our Made by Fans platform is built on the idea that fans are the people that give footy its DNA, and what better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game. Handing over some of our sponsorship benefits has been an adventure in itself – asking the AFL for permission to change a guernsey mid-season is no easy feat – but it’s important to us that footy fans can see themselves represented on the big stage,” said Angela Greenwood, chief marketing officer, Youi Insurance.

Credits:

  • Client: Youi Insurance in-house Marketing Team
  • Partner: Brisbane Lions Football Club
  • Creative, PR & Content Agency: M&C Saatchi Sport & Entertainment
  • Production: Redscope
Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Brisbane Lions, Youi
Share
Aimee Edwards
By Aimee Edwards
Follow:
Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

Latest News

Kaimera Wins Tasty Nando’s Media Account
18/06/2025
YouTube Launches OpenCall Creator Casting Call Service As Creators Are “Swarming” Cannes
17/06/2025
B&T’s Cannes Diary: Saturday & Sunday
17/06/2025
Les Timar Exits Clemenger Group After 27 Years
17/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?