Executive summary
Australia - big on football (soccer), but not its local leagues - the A-League & W-League. Facing years of attendance declines, without the 100+ year histories of other 'truly Aussie' sports, and with just a sliver of the media budget of our category competitors - urgent intervention was required to secure the future of the game.
We had to break away from sports marketing best-practice. Selling 'the contest' to the same sports fan audience in the same traditional channels with a fraction of the budget of our competitors wouldn't return us to growth. We needed to find a...