Diageo: Bundy mixer

Diageo, a drinks brand, promoted women's sport in Australia by launching a mixed-gender fantasy football competition online.

Summary

Diageo’s Bundaberg Rum (Bundy) has been a long-time sponsor of the Australian men’s National Rugby League (NRL). And in 2022, its sponsorship took a turn, with Bundy expanding its support to the fledgling women’s league (NRLW). Bundy wanted to drive more fans to NRLW, but the majority of Bundy and NRL fans were blokes who had no intention of supporting the women’s fame. So, in partnership with the NRL, Bundy created a progressive trojan horse to gain more respect for the women’s game without fans even realising it.

Introducing Bundy Mixer – the world’s first mixed gender fantasy football...

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