The Australian Football League (AFL) has partnered with 72andSunny to launch the 2025 Toyota AFL Premiership Season.
The creative agency has been tasked with developing a new brand campaign to inform the league’s activity in 2025, commencing with the season’s Opening Round.
The goal is to invite new audiences into the game – in particular younger and CALD (Culturally and Linguistically Diverse) audiences, through advertising, social media and media partnerships.
72andSunny’s appointment builds on experience in sport. Globally, the agency has worked with brands such as Adidas, Under Armour, and the NFL.
Locally in ANZ, 72andSunny’s recent projects include Google’s partnership with the AFL, featuring former West Coast Eagles player Nic Naitanui. The TVC, directed by Spencer Susser, focuses on Google Pixel’s ‘Circle To Search’ feature, showcasing how the Pixel’s AI technology can inspire creativity in everyday moments.
The agency also partnered with the tech company for work with EssenceMediacom and Sense Group on the Australian Open with a 360 campaign featuring tennis legend Mark Philippoussis.
Amanda Romeo, AFL general manager fan, welcomed the partnership wth the creative agency. She said: “We were looking for a creative agency who understands modern culture and how to build enduring platforms that connect with new audiences.”
“72andSunny stood out, and their ability for storytelling and audience engagement will help our game to grow.”
Ross Berthinussen, president ANZ, 72andSunny, said: “We’re inspired to collaborate with this ambitious team and by the possibilities we can unlock together.
“Australian Rules Football is such an iconic part of Australian culture, with such a rich subculture and heritage, helping them drive relevance with Modern Australia more broadly is the kind of challenge we love.”
The work is in development now and will launch for the AFL Opening Round, in March 2025.