Creative in association withGear Seven

Jessica Mauboy Lets Her Bias Loose in Latest Foxtel Sport Campaign

Advertising Agency
Sydney, Australia
Campaign via TBWA Sydney prootes Foxtel's new Fox League channel.

Foxtel and Fox Sports have announced the upcoming launch of a brand new rugby league channel, Fox League, with a major brand and retail marketing campaign designed to kick off the 2017 winter sports season. The campaign from TBWA Sydney is headlined by Aussie singer, actress and rugby league tragic Jessica Mauboy, and continues the brand positioning 'We're a FoxSporting Nation' under the new theme that 'everyone's team deserves to be seen'.


The new Fox League channel is set to take to the air on Foxtel starting 27 February. Fox League marks an exciting new phase in the history of the NRL. New shows and presenters will line-up alongside returning favourites for a non-stop schedule of rugby league with every game live  on Foxtel and Foxtel Play and streamed to Foxtel Go so subscribers can enjoy the best in live sports anytime, anywhere on selected smartphones and tablets.

Mauboy is front and centre in the launch ad showing off her biased support for the Cowboys while taking a cheeky poke at rival teams. The ad highlights the inclusive nature of Foxtel's sport coverage, where fans can watch their favourite team, every week, no matter who they support.

In addition to rugby league, the campaign will celebrate Foxtel's unrivalled sports coverage in 2017, including the return of the Fox Footy channel with every game live of the men's and women's competitions, along with motorsport, football and much more.

Says Rob Farmer, director of brand marketing, Foxtel: "This week we kick off our 2017 winter sport season spearheaded with exciting the news of our upcoming Fox League channel that will feature non-stop rugby league programming. The news comes alongside our new sport campaign that reminds Australians that Foxtel is the place to be to catch the most comprehensive coverage of live sport anywhere. Foxtel believes that 'everyone's team deserves to be seen' so regardless of which sport you love or the team you barrack for, Foxtel has you covered."

Says Mauboy: "I grew up with Rugby League and anyone who knows me will tell you that I am a genuine Rugby League fan. The Foxtel team were awesome to work with and the creative felt very natural to me. Go The Cowboys!"

Says Paul Bradbury, CEO, TBWA: "Jessica Mauboy's passion as an NRL fan (and Cowboys fan) was on full display for this campaign, and most Australian's are fans of Jess, so she was the perfect person to spread the word of the launch of Foxtel's Fox League channel. Jess may appear sweet but her love of the North Queensland Cowboys can change all that in an instant."

In 2017, Foxtel's 12 dedicated sports channels in the Sports Pack - including Fox Sports, Fox Footy, beIN Sports, ESPN, and Eurosport, plus the soon to launch Fox League channel - will broadcast hours of live and exclusive coverage for subscribers across major national and international sports including NRL, AFL, F1 Supercars, golf, cricket, tennis, cycling, racing, surfing, netball, NBA and NFL. Sport subscribers also have access to three leading English football club channels, Chelsea TV, LFCTV and MUTV, for one cent per channel per year.