Media buyers are backing Fox Sport’s new 24/7 rugby league channel to be successful as 20 brands come on board as inaugural commercial partners.
Multi Channel Network tells AdNews it has already secured 20 commercial partners before a ball has even been kicked, well ahead of expectations, and there has been strong interest in a range of spot buying opportunities.
Partners include naming rights partners Schick Hydro for Thursday night, Bundaberg Rum for Super Saturday, and KFC on Sunday. Other key partners include Mazda, Gillette, Hino Australia, TAB, Ultra Tune, Bet365, Isuzu Utes as well as long-term broadcast partners Bunnings and Harvey Norman.
It is expected that Fox League will run along similar commercial model to Fox Sports where the majority of revenue, around 75%, comes from sponsorships and integrations and about 25% from advertising.
Fox League, which launched on 24 February, promises to connect sponsors and advertisers to league fanatics as well as sub sections of fans, including women and Queenslanders – a first for the code.
A League Life: Yvonne Sampson, Lara Pitt, Jess Yates, Hannah Hollis, Megan Barnard
and Tara Rushton at the launch.
Buyers excited by League Life
It is these opportunities that Mindshare CEO Katie-Rigg Smith finds particularly compelling about the offering.
"Two things that really stood out for me at the Fox League launch was the sheer energy and passion that everyone showed for the new channel, the excitement for what was being launched was contagious and the desire to really transform the viewing experience was clear," Rigg-Smith tells AdNews.
"It was a lovely celebration of the game from the nod to the history and past players to where they plan on taking the coverage in the future. More than anything for me personally what stood out was the fact they will have an all-female panel in one of their shows, League Life. Clearly these are incredibly accomplished women and I am really looking forward to seeing it play out.”
Carat head of investment Ashley Earnshaw believes the channel will rate "extremely well" and bridges a gap in consumer demand.
"If you look at aggregated ratings for live sport they're increasing and this is a step in the right direction for the NRL as well," Earnshaw says. "I think it makes the code more family friendly and appealing for advertisers, similar to what the AFL has done.
"It should also bring people in who are not hardcore NRL fans and the family-friendly approach with more diverse on air talent will work very well - it's positive. Everyone knows it's not just men watching NRL and everyone knows the passion that Queensland has for the sport. Those tailored bits of content give it a point of difference."
Blue 449 head of investment Daniel Cutrone expects Fox League should build on the momentum and growth of NRL TV audiences last season.
"Sport is still important amongst advertisers, who are capturing live, appointment viewing content to some of the more difficult to reach audiences. This is testament to the number of brands and naming partners on board for the launch," he says.
More integration opportunities
Fox Sports CEO Patrick Delany told AdNews at the gala launch event (see images below) he looked forward to the Wednesday night all-female show League Life, hosted by league broadcaster Yvonne Sampson, Lara Pitt, Jess Yates and Hannah Hollis, describing it as “an opportunity for advertisers that Fox Sports has never had”.
“We're doing a show for Queenslanders only,” Delany adds. “For any companies that are loud and proud on their ‘Queenslandness’ that's going to be the perfect show. But right across the board, whether you are buying a sponsorship of the whole of Fox League or whether it is just for a specific show, there's so many opportunities to integrate really heavily.”
Delany promises brands that are willing to back Fox League they will get “fan engagement like no other place.”
They could also receive some of the largest audience numbers across the whole Foxtel platform.
Fox Sports CEO Patrick Delany with Fox League ambassador and Cowboys fan Jessica Mauboy.
Trial inspires confidence
MCN national sports sales director Martin Medcraf tells AdNews Fox Sports gauged interest in a 24/7 league offering late last year.
“When we trialled this in September for the finals series, the NRL channel went to number one on the platform, even above Fox Footy,” Medcraf explains.
“That gives all of us, Fox Spots and MCN good confidence in the sales results and delivery for clients that once it starts and runs for a full season it will be fairly successful.”
Last year, Fox Sports league ratings increased 15% on the 2015 season despite some of its games going up against simulcast matches on Nine for the first time. In fact games simulcast on Fox Sports drew average metro ratings of 305,000 viewers, well above the 2015 average of 277,000, which enjoyed more exclusive matches.
This included a metro high of 499,000 for the Storm vs Sharks encounter on the 3 September - the second largest footy audience on Fox Sports in 2016 after the AFL preliminary final between GWS and the Bulldogs.
Medcraf is confident this season the viewing numbers will increase by at least 15% or more again.
“When you've got an asset like Fox League or Fox Footy, you've got a 24/7 channel, so you're not just focusing on live games, there's all off the magazine shows around that to integrate clients. You don't just cater to big advertisers, you can also capture smaller ones – there's a full range,” he adds
“Given the success we've seen on the audiences of last year's trial, we're pretty confident we can pass that on to our advertisers.” The NRL season kicks off tomorrow when the Brisbane Broncos take on defending premiers the Cronulla Sharks.
Check out Fox League's line-up here.
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