FFA looks to enhance fan engagement with new digital strategy partnership
In a bid to reengage with audiences who turned away from the A-League in its 2017/18 season and attract new fans, Football Federation Australia (FFA) and Dentsu Aegis Network’s sports and lifestyle marketing agency MKTG has launched a new digital marketing and communications initiative ‘FFA Media Powered by MKTG’.
The five year partnership will see MKTG commercialise the FFA Digital Network and will lead the commercial strategy and operations for the network to drive growth for the benefit of fans, participants, and the Federation’s clubs and commercial partners.
As part of the FFA Media Powered by MKTG deal, MKTG will provide FFA with a complete and end-to-end digital marketing solution and will include new websites, streaming services and the development of the 'My Football Live' app to be produced with Telstra
This will see the two partners immediately begin collaborating on the development of the My Football Live App which will launch in June 2018, and will allow all Telstra customers to watch the A-League, W-League, FFA Cup and FFA controlled National Team games live and data-free. Non-Telstra customers can purchase a $99.99 annual Live Pass, $16.99 monthly Live Pass, $4.99 weekly Live Pass.
Speaking of the new partnership Luke Bould, Head of Commercial, Digital & Marketing, explained “FFA is delighted to partner with MKTG uniting their local experience and the power of their track record of innovation around the globe, to football’s new digital network.
“Together, along with the Hyundai A-League and Westfield W-League clubs and Member Associations, we will be able to deliver great experiences to our fans, participants and our commercial partners.”
MKTG National Managing Director, Matt Connell added "this new partnership with FFA is a significant development for MKTG. Complementing our long term position in stadium rights management, FFA Media Powered by MKTG will extend our offer to include digital media rights and all the elements within.”
“FFA and MKTG have a shared vision to help unlock the potential of what the FFA digital network can deliver for its partners and other brands that want to build an association with football, from grassroots to the elite. We believe that FFA Media Powered by MKTG will be the key to this.”
The partnership builds on MKTG and FFA’s existing relationship of nearly four years, where MKTG manages stadium signage for FFA controlled matches.
The deal between is a result of a sub-license agreement between Telstra and Fox Sports, and does not include the 2018 FIFA World Cup, which is licensed to rival Optus Sport.
Image: Preparing for the 2018 A-League Finals Series at Allianz Stadium. Courtesy of Damian Briggs Photography.
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