CODE Sports.
Australian sports newsroom CODE Sports is giving Australians a voice to call out the moments, rules and decisions that don’t pass the pub test in a campaign via News Corp in-house agency, Roller.
Purpose‑built for sport fans, with a specific focus on AFL and NRL at launch, the campaign invites footy supporters to say what everyone’s already thinking, while CODE Sports journalists separate fact from fluff and elevate the best submissions each week.
“Footy fans have been yelling at their TVs for years, and our new campaign gives them a place to be heard, because calling things out is how we lower the BS in sport. We’re not here to sit on the fence," said executive editor, sport Jason Scott.
“I Call BS delivers an engaged, opinionated audience that actively participates every week. It’s an always‑on, fan‑generated content engine with consistent, growing reach.”
Fans can submit what’s got them fired up each week, with standout calls unpacked on the CODE Sports AFL Show (Wednesdays) and NRL Show (Thursdays).
The national campaign rolls out from today across social, out‑of‑home, TV, radio, editorial and owned channels.
“This isn’t just about another sports campaign," said Roller general manager Taylor-Lee Selby.
"It has been designed to create a more dynamic relationship between CODE Sports and its sport loving audience. The creative is deliberately bold and socially native, putting fan voices at the very centre of the campaign.”
Credits:
News Corp Australia
Jason Scott: Executive Editor, Sport
Adam Kruhak: Head of Marketing, Sport
Chris Morris: Snr Marketing Manager, Sport
Will Gair: Marketing Executive, Sport
Product & Editorial
Eliza Sewell: CODE Sports Editor
Patrick Effeney: Head of Digital
Matt Hickey: National Sport Video & Social Lead
Lachlan Brunton: Digital Product Manager
Roller
Taylor-Lee Selby: General Manager
Josie Connaghan: Account Executive
Sophie Wilcox: Head of Creative Strategy
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