Youi appoints fan-sponsor for 'Footy. Made by Fans' supported by M&C Saatchi Sport & Entertainment
"Asking the AFL for permission to change a guernsey mid-season is no easy feat – but it’s important to us that footy fans can see themselves represented on the big stage.”
Youi has announced it will hand over the keys to its Brisbane Lions sponsorship to diehard Lions fan Scott Villiers, appointing him as 'fan-sponsor' for the upcoming Round 21 clash against St Kilda.
This move is the latest phase of the national insurer's campaign, Footy. Made by Fans, led by Youi's in-house marketing team in partnership with M&C Saatchi Sport & Entertainment.
[embed]https://www.youtube.com/watch?v=zhjYGsfzNDE[/embed]
Youi’s Footy. Made by Fans campaign launched earlier this year, celebrating the unsung heroes of the game by giving footy fans a prominent role in creative partnership across TV, digital, contextual OOH, and audio.
M&C Saatchi Sport & Entertainment (part of M&C Saatchi Group) leads content production and PR. Youi’s internal agency provides brand oversight, and the Brisbane Lions supports the partnership.
The leading media trade publication in Australia.
Get our top stories straight to your inbox daily by signing up to our Newsletter
As part of his fan sponsor duties, Villiers will receive access to Youi’s usual gameday assets and custom branding with his name.
The new logotype will replace the insurer's on the Lions’ matchday guernseys for the game against St Kilda and will also appear prominently throughout in-ground media, including Youi’s screens strategy across OTT, linear TV, and OOH.
Angela Greenwood and Scott Villiers
“Our Made by Fans platform is built on the idea that fans are the people that give footy its DNA, and what better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game," said Youi Insurance chief marketing officer, Angela Greenwood.
"Handing over some of our sponsorship benefits has been an adventure in itself – asking the AFL for permission to change a guernsey mid-season is no easy feat – but it’s important to us that footy fans can see themselves represented on the big stage.”
Credits:
Client: Youi Insurance in-house Marketing Team
Partner: Brisbane Lions Football Club
Creative, PR & Content Agency: M&C Saatchi Sport & Entertainment
Production: Redscope
-
Top image: Scott Villiers
