Australia

As Australia made its way to the final of the ICC Women’s T20 World Cup 2020, the team’s primary partner Commonwealth Bank reworked the famous “C'mon Aussie, C'mon” cricket anthem.

For the second year of its community sport investment campaign, in 2020, Australian bank St. George’s went bigger to help grassroots clubs suffering amid Covid-19.

Comedian Sacha Baron Cohen was brought in to work with Aussie tennis stars Nick Kyrgios and Ashleigh Barty to front Uber Eats’ 2021 Australian Open campaign.

Through 2019 and 2020, Woolworths leveraged its multiple Australian partnerships toward a bus tour activation promoting healthy eating among kids through community sport.

In summer 2019, Australian Football League title partner Toyota promoted its annual ‘Good for Footy’ grassroots fundraising programme with a campaign fronted by footy legend Jonathan Brown.

Unilever deodorant brand Rexona used its 2020-21 Big Bash League rights to drive home its key product message about keeping cool under pressure by placing the brand logo under the arms of BBL umpires.

In 2020, National Australia Bank activated its title partnership of the AFL’s official boys and girls league throughout the usual March to September season even as pandemic brought play to a halt.

In 2018 and 2019, Sydney Roosters shirt sponsor Steggles ran two versions of an activation that saw men’s team players replace the poultry brand’s logo with the names of women.

In 2019, Audi leveraged its partnership with AFL club Hawthorn Hawks through a player ‘fast lap experience’ aimed at driving Audi Sport consumer test drive bookings.

Activating its long-term partnership with the AFL around the 2019 Grand Final, NAB brought its Mini Legends campaign to life through an on-site experience to engage with thousands of fans at the AFL Grand Final Live Site fan space.

In July 2019, Bridgestone Australia rolled out a local market phase of the company’s global ‘Chase Your Dreams’ Olympic activation platform, in the form of a CSR-driven, basketball-focused, community court refurbishment project.

In January 2019, leading Australian bookie and official race wagering partner TAB created a bespoke branded space to activate its rights on the ground at the Magic Millions Gold Coast Race Day.

AFL’s NAB-sponsored children’s participation drive pivoted to the virtual in 2020, with a series of player-fronted skill spots helping young Auskickers stay connected to the program while their local competitions were on hold.

National Australia Bank's 2019 AFL Grand Final activation offered its customers an all-expenses paid experience promoted through an integrated paid, owned and earned campaign.

The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

For the 2019-20 Big Bash League and WBBL, Sanitarium cereal brand Weet-Bix set out to celebrate the moments when its ‘Weet-Bix Kids’ player ambassadors first fell in love with cricket.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.