WWOS – Your Home of Sport

YourHomeOfSport

Unlock the power of sport across Nine in 2022

Sports marketing is a powerful tool that many brands have leveraged to deliver real success. Best of all, it’s a genre that works across virtually every industry. Why does it have such power? Because it has the ability to connect brands with fans.

From changing viewing habits, the resurgence of codes, the growth of women’s sport and audiences seeking content beyond the live experience to innovation in broadcast, it really has been an incredible year in sport here on Nine.

And it is shaping up to be even bigger and better in 2022.

Recap on Nine’s sport strategy for 2022

What’s in store for the year ahead in sport at Nine

Game changers in content delivery and new plays

Putting sport to work for your brand

Connecting brands through a whole wide world of sports in 2022

The success of every great sport marketing campaign comes down to the quality of the content it harnesses. The year of sport ahead on Nine in 2022 delivers big content opportunities for brands.

Next year is the year that Nine’s Total TV solution across Channel 9 (Metro and Regional), 9Now, Stan Sport, alongside publishing, radio and digital, combined with the biggest sporting calendar of content, confirms its position as the undisputed leader.

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Your Footy,​ Your Way​

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The NRL is a platform that provides brand partners with the opportunity to be top of mind and leverage the code in a number of ways, with fans actively engaged for 30 weeks of the year.  With Thursday, Friday, Saturday and Sunday broadcast opportunities, alongside three blockbuster State of Origin games, before the season showdown: the NRL finals series.  

But probably the biggest new opportunity for brands in 2022 will be our commitment to NRLW.  Next year we will have not just one NRLW premiership, but two. We will also include all free-to-air coverage of the Women’s State of Origin in prime time, combined with a new NRLW magazine show.

Let’s take a closer look at how brands have effectively used NRL in the last year

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Nine – Your home of Rugby

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We are also the home of rugby union, reaching more fans than ever. From the rugby purist to the casual viewer, we have all the action in one place, including Wallabies and Wallaroos test matches, the new Super Rugby Pacific competition, Super W, Shute Shield, and the Hospital Cup.  And with our WIN network partnership, it really is a sport that touches all corners of the community.

Take a look at what to expect from Rugby on Nine in 2022

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We've got footy covered

Alongside rugby league and rugby union, we have footy covered no matter the code – we have a complete AFL fan solution, taking you from radio on 3AW and 6PR to print and digital, all the way through to TV, leveraging our sport entertainment formats including Footy Classified and The Sunday Footy Show. Continuing our support of Women’s footy, Nine’s weekly opinion and analysis TV show Women’s Footy kicks off for a sixth season, where we catch up with the game’s biggest names and review each and every round in the run to the Grand Final.

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There's nothing like tennis on Nine in 2022

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With our tennis offering now covering all four Grand Slams, we will bring brands even closer to the action. We have invested heavily in our content and distribution strategy, securing Nine’s position as the home of tennis in 2022 – covering every court, every game, every minute. This will allow us to seamlessly connect the dots across Nine’s complete tennis ecosystem.

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Our long history with the game of cricket continues

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Next year is set to be a huge year of international cricket, with the Women’s Cricket World Cup in New Zealand in March and the Men’s T20 World Cup in October, right here in Australia. Nine will provide extensive coverage of both events across our publishing mastheads, wwos.com.au, radio, along with Sport Sunday and the Today Show.

An incredible springboard that will lead us into the 2023 Ashes series, LIVE from England where Nine is the exclusive broadcast rights holder.   Before that, we’ll be covering this year’s Ashes series and full summer of cricket including men’s and women’s ODI and T20 series and Big Bash League extensively via Nine Radio featuring Australian cricket legend Mark Taylor, as well as updates on Today, 9News, SMH, The Age and WWOS.com.au.

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In April, the world’s best golfers return to the Augusta National Golf club in Georgia for The Masters to go head-to-head to take out the sport’s most prestigious title, where all the action will be screened on 9Gem and simulcast on 9Now.  All four golf majors including The British Open, The US Open and The PGA Championship will be covered comprehensively across our mastheads – the SMH and The Age, across Nine Radio and digitally at wwos.com.au. We’re gearing up for a big year of golf on Nine.

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Next year is also about dialling up the “wide” in Nine’s Wide World of Sports strategy, giving room and opportunity to tap into deep fan bases and elevating those sporting moments right across the wider Nine group.

Our Total TV strategy includes UEFA on Stan Sport and free coverage on Channel 9 and 9Now of The Champions League final, combined with one of cycling’s biggest events, and the UCI Road World Championships. Plus, on Nine Radio we will cover all the action from the spring and autumn racing carnivals, including the Melbourne Cup, Cox Plate and Caulfield Cup, the Winter Olympic Games, Formula 1, V8 Supercars, Tour de France, and the Sydney to Hobart Yacht Race via our outside broadcasts and tournament updates.

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Here at Nine, we don’t just serve up the main game, ​we connect Australia with a whole Wide World of Sports.

To harness this content lineup and make better use of some of the distribution platforms available to you here at Nine, let’s take a deeper look at our offering.

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Total TV

We offer not just the linear experience on Channel 9 but also the on-demand and streaming platforms 9Now and Stan Sport, creating new ways for brands to tell their story. In 2022, we will offer premium streaming integration on Stan Sport (now with over 250,000 subscribers) along with market-first innovations on 9Now.

Look out for our Wide World of Sport Mini Match content across all major sport codes. It’s the best of all sport, curated with only the highlights in mind that connect with a highly engaged fan base.

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Total Publishing

We are first with the agenda-setting stories. But we don’t just tell our readers what happened, we tell them how and why it happened. It’s that unique insight that sets us apart. In 2021, over 4 million NRL fans were reached by Nine’s cross-platform publishing offering. And AFL in The Age had a 12% page view increase year-on-year, with more editorial content published than ever before. All delivered by our dedicated sports journalists and expert commentators, who connect with Australia like no others can.

Ensuring women’s sport gains momentum in the year ahead, Nine will launch Gamechangers, featuring the Top 50 influential women in sport, in The Sydney Morning Herald and The Age.

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Total Audio

We offer a direct line to sport fanatics across our talk radio and digital audio content offering. With coverage encompassing football, tennis, cricket, sailing, horse racing, motorsport and golf. Major sporting events that truly matter to our local audiences, right across 12 months of the year.

Our leading audio content is delivered by Nine’s top sports journalists, experts and commentators, providing world-class analysis of all the action on and off the footy field. With a huge lineup of footy podcasts spanning the year, including Real Footy, Six Tackles with Gus, The Continuous Call Team, 3AW Is Football, Sports Day, Wide World of Sports, and the new additions 100% Footy and Footy Classified. Premium sporting content designed to connect with Aussies en masse and put your brand at the heart of the action.

Source: Roy Morgan Asteroid single source database for the 12 months ending June 2021; Nielsen Consumer and Media View Metro Fused Media S02 2021.
Google Analytics (October 2021) 

Coming in 2022

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Big ideas make brands famous. Brief us, use us, and challenge us.

We have a big idea for every budget, underpinned by Australia’s best sport content spanning television, digital, print and radio.  From the main game to the experts and the entertainers, we provide brands with an unrivalled platform to tell their story.

Don’t just take our word for it, see what some of our partners have been up to...

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Make your brand famous with the 2022 State of Origin.

Win $1 million in advertising inventory with Nine.

The biggest competition in Australian advertising returns for the 2022 State of Origin series.

The State of Originality is a call to arms for YOU – Marketers and your Creative teams, to elevate the power and importance of creativity and of course, originality, in delivering results.

This year Nine challenges you to help make the 2022 State of Origin not only an absolute sporting blockbuster, but also a much-watch TV event where the ads are just as exciting as the football action.

We’ve got the reach covered and we invite YOU to crack the creative.

Sport cuts deep into our culture and community

It’s powerful because it’s real. It’s powerful because it’s unscripted, and its powerful because the stories live on long after the lights of the stadium go down.

Harness the power of sport on Nine in 2022.

For further information, contact your Nine representative or complete the form, and a member of the team will be in touch.

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As Australia re-opens, brands truly delivering social good, localism and sustainability will roar ahead

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As Australia re-opens, brands truly delivering social good, localism and sustainability will roar ahead

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Emerging from lockdown is a “defining time for brands” and those that walk the talk to support communities, localism and focus on growth through doing good will power out of Covid – and well beyond, finds latest research from Nine, in partnership with Fiftyfive5.

Good equals growth

As states start to re-open, Nine’s research in partnership with Fiftyfive5 shows what people want from brands post-pandemic is to help rebuild communities and do social good.

The New Roaring 20s research study looks at how Australia will change over the next decade, but its near-term findings underline that consumer expectations of have shifted. They want brands to help build back better, support local communities and enable a more sustainable future.

“It’s a defining time for brands,” says Nine’s Sydney Head of Strategy, Steve Caunce. “Over the pandemic, Australians have definitely become far more attuned to how brands speak and more importantly, how they behave.”

Over the next 10 years, “these expectations are only going to increase, with an even greater focus around social good,” added Caunce. “Australian consumers are expecting brands to have a solid focus around sustainability. In fact, the research showed us that sustainability was the number one priority out of all the things consumers want from brands.”

Fivefifty5 Director, Hannah Krijnen, says the interviews and surveys undertaken for the latest research found brands big and small are recognising that need – and taking action.

“Whether that's about geographic community or the brand community online, we've really seen brands and businesses take a step towards having a bigger voice for the communities they stand up for, but also looking for ways in which the community can support them,” says Krijnen.

“So we’re seeing a really beautiful crossover between the interests of the brand, the business and the community – and we’re seeing those brands really step up into new opportunities and new growth,” she adds. “Most of the business owners we spoke to were very focused on community, what role it could play and how they too could play a better role in their community.”

Diversity, authenticity, stability


Looking further ahead, the research suggests brands can grow with Gen Z consumers by reflecting their values of diversity, authenticity and sustainability while providing them with stability in a less certain world.

“The importance of brands offering stability and consistency is something that shouldn't be underestimated,” says Caunce. “In fact, these advertising fundamentals haven't changed and I don't think they will change in the future. But the rate of change is something that the study really brought home – and brands will be required to constantly evolve.”

While flux can create consistency challenges for brands, change also brings opportunity for those that can adapt with agility, says Caunce.

Krijnen agrees: Marketers must prepare for a decade of rapid cultural and technological shifts, but retain the core principles of their craft as the world and market environments change.

“I've been talking to people about brands for almost two decades. So to see people really engaging with stories and engaging with how brands behave, giving them additional respect, intending to spend more money with them, really underlines the importance of the fundamentals of marketing and brand strategy,” says Krijnen.

“It does mean brands are more under the microscope, becasue people are really paying attention. But in many ways that will lead to stronger and better branding as well – because the more brands behave in the way that they talk, the stronger the brand is.”

Contact us for more information on how your brand can leverage the power of Nine to deliver real business outcomes.

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LEGO® Masters

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Australia's most imaginative family-friendly format

Australia’s most beloved entertainment show saw an array of new competition twists, mind-bending new challenges, a new “Power Brick”, and a brand-new shiny set.

The latest season delivered more amazement than ever, the challenges excited and surprised the audience. From The Car of the Future to The Stuntman – we saw teams building a model that can fly through a hoop of fire – this year's competition rose to spectacular new heights.

To find out what your brand can achieve with a LEGO® Masters partnership, request a tailored response to help realise your marketing objectives.

See the highlights from the latest season of LEGO® Masters

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Connecting with 3.642 million Aussies each week

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+1.19 million

Total TV viewers each episode

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+3.3 million

Live + VOD streams

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+172.4 million

Live + VOD minutes

Source: OzTAM Live + VOD VPM, Rolling 7 Day Cume, Lego Masters, 18/04/2022 – 23/05/2022 v 19/04/2021 - 24/05/2021,  includes coviewing on connected tv devices; OzTAM Metro (5CM) + Regional TAM (CAM), S4 “LEGO MASTERS” excl encores (Nine + Affiliates), Total People, AUD/Reach, consolidated 7 data (at 20 June 2022)

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+2.301 million

Regional viewers reached in 2022 (across the series)

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803,000

People 25-54 reached in 2022
(across the series)

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+1.066 million

Weekly
(Total People)

Source: Regional TAM Regional (CAM), S4 “LEGO MASTERS” excl encores (Nine + Affiliates), Total People/Ppl 25-54, Reach, consolidated 7 data (at 20 June 2022)

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LEGO® Masters is the show that connects

“LEGO® Masters is a format like no other in its ability to connect with audiences. From young to old, from men to women, this is a rare program that unites and connects the entire family.

This is the reason we have committed to sharing it on your screens for the next two years. It is because of its power to connect audiences in ways other shows don’t.”

Michael Healy
Nine’s Director of Television

LEGO® Masters connects your brands with

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Trusted
Fun
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Nine’s brand impact studies conducted by Gemba on behalf of our major LEGO® Masters sponsors over the last 2 years have highlighted that partnering with the show delivers strong lifts in perceptions of Trust, Fun and Innovation. Adding to the already vast amount of evidence that shows how viewers' feelings towards a show halos onto the brands that partner with them. ​

Find out how LEGO® Masters boosted perception of an iconic Australian retailer

The toy category is very competitive, so Kmart partnered with LEGO® Masters with the objective of driving traffic to Kmart stores, as well as cementing Kmart as the No.1 retail destination for the LEGO® product.

Kmart leveraged IP across their assets in the LEGO® Masters Broadcast, Digital and Social channels, as well as online and instore. This strong partnership would cement them as the home of LEGO® in Australia.

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6%
uplifting in campaign messaging

7% pts
uplifting in brand consideration

14% pts
previous 4 week purchase

To find out more about what your brand can achieve with a LEGO® Masters partnership, request a tailored response to help realise your marketing objectives.

Request more information - GENERIC

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