Kayo taps into Australian fans’ tribalism for upcoming sporting season

The ‘Your Team’ campaign is a follow-up of Kayo’s ‘Sport Lives Here’ campaign in 2021

Australian streaming platform Kayo has launched a campaign ahead of the 2022 Australian Football League (AFL) Premiership, the National Rugby League (NRL) Premiership and the Super Netball (SSN) season.

The campaign, called ‘Your Team’ and created by Special, brings together athletes including Bailey Smith of the AFL, Josh Addo-Carr and Patrick Carrigan of the NRL, and Liz Watson of the SSN.

It wants to tap into the deep tribalism these fans have for their team, and do their love for their team justice.

The campaign’s film sees a passionate Bulldogs fan realizing that, by not having Kayo, he has been neglecting his duty as a fan of his beloved Doggies. He comes clean to his favorite players and he’s assured that, now that he has Kayo, all is forgiven.

“Aussies have an insatiable hunger for sport and Kayo feeds that with the biggest range of sports and the most comprehensive coverage of their favorite team. Our ‘Your Team’ campaign celebrates this, highlighting that fans who want it all – every match, every round and every moment - need to have Kayo,” said Kim McConnie, marketing director at Kayo Sports.

“And in 2022, we can’t wait to add netball to our line-up, bringing the sport to fans in prime time, with live coverage of every game of the Super Netball, plus Sunday blockbuster matches available live and free on Freebies.”

The ‘Your Team’ campaign is a follow-up of Kayo’s ‘Sport Lives Here’ campaign in 2021, showing what life would be like if Australia’s biggest sports stars lived together.

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