As the new 2018/19 Premier League season kicks off, Australian broadcaster Optus launched a new promotional campaign, called ‘Because Football’, focusing on just what it means to be a fan of the league from a uniquely Australian perspective.
The campaign sees Optus Sport team up with UK football magazine Mundial in a joint search to find Australia’s most dedicated fans.
‘Because Football’, which was developed by Mundial, UM and Yes Agency, is a documentary project celebrating the vibrant community of Australian Premier League fans.
The campaign focuses on 20 fans supporting 20 teams with 20 stories to tell and six of these stories spearhead Optus’ 2018/19 Premier League marketing promotion: each exploring what it means to be a Premier League fan on the other side of the world.
Beyond Football runs across national television,
and on street furniture and online.
The stories are amplified across Mundial’s digital platforms and also feature in the next print edition of the magazine.
We've been in Australia with @OptusSport to explore the culture of Australian-based fans who support English teams.
Mary is 81, a huge Arsenal fan, and last year did something nobody could believe.
Episode 1 of our 'DEDICATED' series is out now: https://t.co/ZJ1kk6NoWj pic.twitter.com/yGrOqKU1b7
— MUNDIAL (@MundialMag) August 17, 2018
The Mundial editorial team toured Australia seeking out fans who best encapsulate the country’s distinct Premier League supporter culture.
One of the fans the team found was Dean: a Manchester United fan from Brisbane who has covered his world in Utd memorabilia and merchandise.
For Dean, it’s never just about the game; Manchester United is the most important cultural institution in his life.
“It is a big part of my job to meet, talk to, and write about football fans and football culture, and Dean is possibly the most dedicated fan I’ve ever met,” added Mundial associate director James Bird.
Another character starring in the campaign is Mary: a grandmother from Central Coast with an Arsenal tattoo on her arm.
“Nans are often seen as cute, cuddly, and old. Mary is definitely all of those things, but she’s also the most hardcore of hardcore Arsenal fans,” added Bird.
“Australian Premier League fans are some of the most passionate and dedicated in the world and we felt it was about time they were genuinely celebrated,” explained Optus marketing director Melissa Hopkins.
“The opportunity to collaborate with Mundial, who are widely celebrated in the football world for their deep-rooted passion, understanding of fan culture and strong point of view, was pretty much a dream come true for most of the team.”
Comment:
Optus, which provides Optus Sport to Australians at no cost until 31 August, chose to work with Mundial (which began its publishing life as a fanzine created by football crazy) to boost its football fan authenticity and credibility.
Links:
Optus Sport
https://twitter.com/OptusSport
https://www.instagram.com/stories/optussport/
https://www.facebook.com/optussport/
Premiere League
https://www.premierleague.com/
Mundial
