Lion · Sport / Culture
XXXX / Queensland Maroons
Sponsorship-led brand marketing connecting a major beer brand to one of Australia’s most passionate sporting rivalries.
Context
State-of-origin rugby league is one of Australia’s most emotionally charged sporting moments. A beer brand’s sponsorship had to feel like part of the fan experience, not a logo slap.
The Idea
Use the sponsorship to fuel content and fan experiences that celebrated the rivalry, with the brand playing a credible role in the conversation.
My Role
- Led digital content and sponsorship activation
- Managed social and CRM around the origin series
- Coordinated retail and partner marketing expressions
- Set the content calendar and publishing rhythm
Execution
- Origin-themed content series across social and digital
- Fan engagement campaigns tied to the match calendar
- Retail activation and point-of-sale support
- CRM and database marketing around key fixtures
Public-Safe Impact
- A culturally relevant sponsorship expression in market
- Fan engagement across digital channels
- Clear connection between sponsorship and retail execution
Selected commercial results available privately on request.
Gallery
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