Melbourne Football Club and IG's second series of The Melbourne Mindset

By AdNews | 3 May 2024

The Melbourne Mindset is back with a second series in 2024, investigating the psychological side of AFL Football.

Presented by IG Australia, the series features players and team members of Melbourne Football Club, sharing stories that would typically not make it out of the walls of the Club.

Each episode of the series explores the mental side of the game and investigates the strategies those within the club employ to stay committed to The Melbourne Mindset.

The first episode of Season 2 launched May 2 with 2021 Premiership player Christian Salem and host Clint Stanaway unpacking Salem’s diagnosis of a thyroid condition and his learnings on mental resilience as it affected his AFL performance.

Working with agency partners Wavemaker ANZ and Dentsu Creative Public Relations, the team has extended the series from 2023, continuing to delve into the mental side of the game and explore the deep connection and partnership between IG Australia and Melbourne Football Club.

Melbourne Football Club chief commercial officer Chris Kearon said The Melbourne Mindset series is now an integral part of the club’s content calendar and represents the type of conversations that the club now fosters with their team.

“We saw benefit from the last season of The Melbourne Mindset series, encouraging the team to share their stories of commitment to their mindsets both on and off the field," he said.

"In football, the mind is one of the most powerful tools players have access to and we know how much the mind can affect peak performance.

“The series’ success from 2023 opened conversations across the club about the importance of the mind’s strength and sharing those insights with each other.”

IG Australia head of marketing APAC Kassandra Humphreys said after a successful first season of The Melbourne Mindset, the team is pleased to be back working alongside Melbourne Football Club.

"Exploring the mental side of the game. Mindset is as important for high performance trading as it is for high performance football and this series shines a spotlight into the latter," she said.

IG first partnered with Melbourne Football Club in 2015 and is their Official Trading Partner. The Melbourne Mindset series will continue to release new episodes in 2024 as IG and Melbourne Football Club delve into the mindset of the game’s elite, with episodes featuring AFL and AFLW talent.



Client: IG Group

Matt Davidson, CEO of Australia

Kassandra Humphreys, Head of Marketing APAC (Australia, Singapore and Emerging Markets)

Raph Krell, Senior Marketing Manager

Yao Yao, Marketing Executive


Partner: Melbourne Football Club


Media Agency: Wavemaker ANZ

Alexia Antonis, Group Director, Content & Partnerships

Kohan Carruthers Taylor, Client Director


PR agency: Dentsu Creative Public Relations

Madeleine Page, Business Director

Isabella Carson, Account Director

Emma James, Senior Account Executive

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