A-Leagues: Selling the game, by not selling the game

The A-Leagues, Australia's top-division football league, launched their "Here Come The Future" campaign to increase average matchday attendance and increase the number of Australian football fans engaging with the domestic game.

Executive summary

Australia - big on football (soccer), but not its local leagues - the A-League & W-League. Facing years of attendance declines, without the 100+ year histories of other 'truly Aussie' sports, and with just a sliver of the media budget of our category competitors - urgent intervention was required to secure the future of the game.

We had to break away from sports marketing best-practice. Selling 'the contest' to the same sports fan audience in the same traditional channels with a fraction of the budget of our competitors wouldn't return us to growth. We needed to find a...

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