NRL club Manly Sea Eagles has partnered with Netflix in a sponsorship deal to promote the second season of Daredevil. It is the first time Netflix has aligned with a local sports club to promote its content.
The collaboration centres on a two-part branded content video series (see below). Manly's coaching staff, led by coach Trent Barrett, incorporate unusual Daredevil-inspired training techniques to select a line-up against the Canterbury Bulldogs for the first round of the NRL.
Netflix handed out merchandise at the game and will have a presence in each of Nine's NRL broadcasts leading up to the launch of Daredevil's second season on 18 March.
The videos were produced by Adam Good, a digital transformation and media executive, and the media and activation strategy was delivered by MEC.
In his blog, Good says the distinction between brands and publishers is becoming increasingly blurred.
"Ad campaigns come and go, but stories endure," Good adds. "The opportunity to partner with Netflix and develop a branded content rugby league story has been truly fantastic. Netflix are not only an innovative brand and amazing product they are also innovative in their marketing approach."
Prior to the game, Sea Eagles captain Jamie Lyon said the benefits of a Daredevil training regime would become apparent to supporters on the pitch. However, a 28-6 loss to the Bulldogs, including twice as many errors for the home side, suggests it is very much a work in progress.
Click here to view the second part of the Manly's Daredevil video.
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