Impact Over Impressions: The Olympic Multiplier

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Anne Gruber,
Director of Content Partnerships - Sport, Olympic & Paralympic Games

In an era of skippable ads, fractured feeds and declining attention, the Olympics remains one of the last true moments of national attention at scale. And in the face of digital distraction, it’s delivering a rare – and proven - multiplier effect for mid-funnel brand outcomes. This isn’t marketing folklore. It’s Nine’s data-backed reality.  

So the question for advertisers isn’t “should we show up”.

It’s: “can we afford not to?” 

The Data Is In: The Olympic Effect Is Real

"By comparing performance across our entire sport and entertainment portfolio, the results were clear: The Olympic Games consistently outperforms, with up to 3x uplift in mid-funnel metrics like top-box consideration/preference, message agreement and brand relevance. It’s a measurable movement where it matters most, in brand meaning, preference and future action."

Beyond the Numbers: A Movement, Not Just a Media Buy

"The Olympics is a cultural lightning rod. What makes it so powerful is a rare overlap of heightened emotional states and deep national identification – a space where neuroscience meets narrative. This is active viewing, it’s personal, it’s the collective anticipation, the goosebumps in a photo finish, the lump in your throat during the anthem. And when audiences feel more deeply, brands that are present in those moments don’t just land, they last."

Why It Works: Emotion, Identity and Unmatched Cultural Gravity

Neurological supercharge: The science of emotional attention

"Olympic moments live in a different part of the brain. The drama of competition, the raw displays of human endeavour, the suspense of a close finish and the sheer joy or heartbreak of victory – these elicit powerful physiological and psychological responses. In such moments, cognitive defences soften and brand message lands deeper. People aren’t simply watching, they’re feeling. And when they feel, they remember. Brands that show up in this context aren’t intrusions; they’re participants in a shared emotional experience."

Cultural currency: One of the last truly shared national experiences 

"In a fragmented world, the Olympics stands as one of the few true "event moments" left in media. It's a unifying cultural phenomenon that transcends demographics, social divides and even typical media consumption habits. For Australians, our deep-seated love of sport and fervent national pride imbues the Games with an almost sacred quality. We gather as a nation, collectively holding our breath, cheering our heroes and celebrating our shared identity. When brands align with that moment it earns cultural relevance that money can’t buy. It enters the national conversation not as an advertiser, but as an ally."

The Creative Imperative: Don’t Just Show Up, Show Heart

"In a uniquely high-receptivity environment, advertisers must fundamentally shift their approach from transactional messaging to emotive storytelling and value-driven communication."

"With the Olympics, the rules are different." moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

Creative strategy must: 

  • Lead with emotion: Inspire, move and uplift with messaging that goes beyond functional. Brands like Qantas with its "Already Proud" campaign exemplify this, connecting with the journey and sacrifice of athletes rather than just their destination. 

 

  • Embrace narrative: Whether it’s in six seconds or sixty, narrative matters. Tie your brand to themes of sacrifice, ambition, unity or resilience to truly win. 

 

  • Show your values: Authentically integrate your story, don’t just badge-slap. Connect brand purpose to athlete stories or cultural context in a way that feels earned.  

 

  • Read the room: Be true and stay relevant to the moment. Creative must feel seamlessly aligned and tailored to the Olympic spirit. This means understanding the nuances – the specific sports, the athlete narratives, and the national mood. 

The Underestimated Power Play: Reaching 18-39s With Authenticity

"The 18-39s are notoriously elusive in today's media landscape. But younger audiences aren’t unreachable – they're just resistant to generic, traditional advertising. The Olympics breaks that resistance because it delivers what they crave: authenticity, emotion, cultural heat and a collective conversation."

"While some may consume highlights on social media, the allure of live, shared national moments still holds an immense power. Smart brands are taking bolder risks in building short-form, authentic and shareable content within the Olympic narrative, leveraging athlete influencers and creators with natural alignment."

"This is not about repurposing TVCs for TikTok. It’s about becoming part of the cultural moment younger audiences are actively shaping. The Olympics is a platform for brand building with a capital ‘B’ for younger audiences, driving relevance and tapping directly into the zeitgeist." 

Hamish Turner

Hamish Turner - Executive Director 9Network & 9Now

"The Olympics transcends sport; it's a cultural movement that sets the pulse of the nation. In a world of infinite choice, the Games cut through, delivering unparalleled reach and a profound, shared experience. Brands that understand this become part of the cultural fabric, earning unmatched engagement."   

Stew

Stewart Gurney – Director of Strategy and Effectiveness, Nine

"The Olympics multiplier effect is undeniable. The broadcast offers advertisers a rare opportunity to supercharge brand equity and maximise mid-funnel metrics like nothing else. The heightened state of emotional arousal that viewers are in when they watch the Games means they are more responsive to brand messages. At a time when mass reaching, emotionally charged, cultural relevant, brand-building moments are disappearing, the Olympics gives marketers a rare chance to be unforgettable.” 

The Closing Ceremony: Brand Building’s Biggest Missed Opportunity?

Advertising in the Olympics isn't just about moving product – it’s about building long-term meaning. We’ve seen the briefs, campaigns, and case studies, and the brands that get cut-through aren’t the ones that merely ‘show up’ – they’re the ones that show us who they are. 

These brands embed themselves in the Games. They become part of the highs, the heartbreaks. Their creative doesn’t just say ‘we’re here’ it says, ‘we believe in what this moment represents’. And it works. Because in a world drowning in transactional noise, audiences reward brands that take a stand, show heart and act with intent. Done well, Olympic campaigns shift perception, build emotional equity and earn trust that outlasts the medal count. 

In a market saturated with noise and novelty, the Olympics delivers attention with meaning. It’s one of the few remaining moments where millions of Australians feel the same thing, at the same time – and brands have a front-row seat. But that window doesn’t stay open for long. The real risk isn’t overspending; it’s missing out on the chance to be part of something bigger. To anchor your brand inside a national story and trade impressions for impact. In an era where cultural relevance is the most valuable currency a brand can hold, the Olympics is one of the last platforms that can truly deliver it – fact.  

Looking to put your brand at the heart of the Winter Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Leading the Charge: The Spirit of the Winter Olympics

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Alisa Camplin,
Chef de Mission

As Australia's Chef de Mission for the Winter Olympics, Alisa Camplin leads the national team with a deep understanding of what it takes to compete at the highest level. Her role is to ensure athletes and officials have everything they need to thrive, fostering a united, high-performing culture both on and off the field of play. Alisa is passionate about the Olympic spirit, dedicated to supporting every individual, and navigating challenges with agility to inspire the team to achieve their best. 

Leading the Charge: The Spirit of the Winter Olympics 

"As Chef de Mission, my primary role is to ensure our Australian athletes and officials have absolutely everything they need to be at their best at the Winter Olympics – both on and off the field of play. It's about bringing together a diverse group of talented individuals – athletes, coaches, medics, and support staff – to form one united, high-performing team. Our winter sport community already has an incredibly special spirit, and we're working hard to ensure our 'home away from home' in Milano Cortina allows that magical essence to truly uplift everyone. When people feel supported and cared for, they can do amazing things. Part of my role is also to swiftly and calmly tackle any challenges that arise, always seeking to be more agile and adaptive than our competitors, both mentally and practically."

Uniting the World: A Global Convergence 

"The Winter Olympics are an incredible coming-together of humanity, where athletes from nearly 100 nations connect through the universal language of sport. Amidst the snow and often brutal conditions, you witness these amazing moments of respect, solidarity, and celebration – not just between teammates, but among competitors from all different nations. Whether you’re in Milano Cortina or cheering from home, you’re part of something truly bigger. For our Aussie winter athletes, it's a special chance to show the world we’re a force to be reckoned with, incredibly proud to represent everyone back home."

Pushing the Limits: Australia’s Sporting Legacy 

"The Winter Games have always been about pushing limits – of sport, of changing conditions, and of what people think is possible – against the breathtaking backdrop of imposing Alpine beauty. There’s a rich history of innovation and bravery, blended with adrenaline and tradition, mixed with the sheer wonder of snowfall and blizzards. From our first Winter Olympian in 1924 to the team of around 60 Australians heading to Milano Cortina, our Winter Olympians are an indelible part of Australia’s sporting and cultural story. I vividly remember Kristie Marshall inspiring me back in 1994, sparking my own Winter Olympic dream. We won our first medal at those Games, and we’ve continued to win more and more in every Winter Olympics since."

Milano Cortina: A Spectacular Stage

"Milano Cortina is set to be an incredible host. We'll see around 2900 athletes from 93 nations compete across 16 disciplines in what will be the most geographically spread Winter Olympics ever. From figure skaters in Milan to alpine skiers in Cortina, and our freestyle athletes in Livignoit’s a vast, stunning stage. We know the Italian communities will deliver an amazing welcome for the world."

Beyond the Medals: The Olympic Ethos 

"At its heart, the Olympic Movement celebrates excellence, friendship, and respect. Being an Olympian isn't just about those moments racing on ice or holding an edge on a ski slope. It’s an ethos, a deep commitment to years of training, resilience, and teamwork when the world isn't watching. It’s about seeking personal improvement every single day. The Games are a celebration of this spirit, a chance for athletes to share their dreams, hard work, courage, and desire for personal growth with the world. They show what's truly possible when we strive to be our best, individually and collectively. I genuinely can't wait for Australia to get to know our Winter Olympic Team and be deeply moved by who they are, what they do, and how they do it. "

A Golden Opportunity: Engaging a Captivated Audience

This coming-together of humanity, built on shared values and unparalleled human endeavour, creates an environment unlike any other for brands. During these kinds of special global events, audiences are not just watching; they are deeply engaged, emotionally invested, and highly attuned to content and advertising alike. From the Opening and Closing Ceremonies, to stories of sportsmanship and national victories, it’s an exceptionally good time to reach large audiences who are deeply engaged and captivated by the emergence of next-generation athletes and new sports.

Aligned with the enduring spirit of the Olympic movement, the Winter Games offer brands a golden opportunity to connect authentically, inspire admiration, and forge lasting bonds in a truly unique and impactful way across television, print, digital and interactive content. 

Looking to put your brand at the heart of the Winter Olympic and Paralympic Games on Nine? We'd love to hear from you.

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The Fire Within: My Paralympic Winter Journey

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Ben Tudhope,
Australian Paralympic Athlete

As Australia's youngest Winter Paralympian at the 2014 Sochi Games, Ben Tudhope has evolved into a formidable force on the snow. Now, as he prepares for his fourth Winter Paralympics, Ben shares his personal journey, the unique challenges of his sport, and his vision for the Paralympic movement, reflecting on a decade of growth and unparalleled determination. 

The Fire Within: My Paralympic Winter Journey

"As I head into my fourth Winter Paralympics, I can tell you the fire is still there, burning as intensely as if it were my first Games. To wear that green and gold, to represent my country and make my support network proud, is an honour I've now known for nearly half my life. I can't wait to see the show Italy puts on. I'm in it for the experience and to watch other athletes shine, 100 percent."

The Complex Path: A Unique Challenge

"But make no mistake, the path of a Winter Paralympian is uniquely complex. Winter sports already operate on a smaller scale in Australia, and adding a disability magnifies every challenge. The barriers to entry are significant – financial and geographical hurdles often prevent someone with a disability from ever touching snow or trying a winter sport, making the pathway programs to elite levels incredibly difficult."

Extraordinary Determination: Redefining Limits

"Yet from that challenge emerges extraordinary determination. Winter Paralympians are, in my opinion, some of the most insane athletes you'll ever witness. Imagine visually impaired and sit-skiers hurtling downhill at over 100 kilometres an hour, or four snowboarders battling inches apart on a course of jumps, turns and rollers. And then there's sledge hockey – you simply have to see it to understand. The level of competition across all sports is so high now; athletes push their bodies to the absolute limit for their chance to win. That determination is clear in every moment."

Unbelievable Growth: A Sport Transformed

"Since my first Games in Sochi when I was just 14, the growth of the Paralympic movement has been unbelievable. But what truly makes me proud is the evolution of our specific sports. Para-snowboarding, for instance, has exploded from one person in one event to now having two events, with a third on the horizon. We now race four people on course at the same time in snowboard cross, just like our Olympic counterparts, and the skill level is through the roof – even I struggle to keep up sometimes! I truly believe a main reason for this surge in popularity is that people just want to watch elite sport, pure and simple. "

Visibility and Voice: The Power of Television

"However, despite this growth, the visibility of the Winter Paralympics still lags behind the Summer Games and Winter Olympics, often for those same reasons of accessibility and awareness. That's precisely why it is so powerful and crucial for Channel 9 to be the official broadcaster – to share the incredible stories and extreme action of the Winter Paralympics with the Australian public."

A Celebration: Inclusivity and Adaptability

"Ultimately, the Paralympics empower athletes to inspire the next generation. It’s important to remember that not all people with disabilities are Paralympians, nor do they all aspire to be. But for those two weeks every two years, when the Paralympics takes the spotlight, it's a global celebration of inclusivity, accessibility, and adaptability. The world gets a front-row seat to witness how far people can push their bodies, despite any physical impairment, fundamentally redefining what is possible."

A Golden Opportunity: Connecting to the Unstoppable Spirit

The Winter Paralympics offer brands a unique and incredibly powerful platform to connect with an audience captivated by stories of raw determination, extraordinary human achievement, and the breaking of perceived limits. This is an environment where authenticity shines, and aligning your brand with these inspiring narratives of resilience and growth resonates deeply. When audiences see athletes pushing boundaries despite complex challenges, they are uniquely primed to engage with brands that stand for quality, courage, and true impact.

Leverage this unparalleled stage to elevate your message within a trusted and deeply admired context, fostering connections that transcend advertising. 

Looking to put your brand at the heart of the Winter Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Nine’s Digital Impact: Insights from Ben Glover

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Nine's Digital Impact with Ben Glover

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As we approach the start of the Paris 2024 Paralympic Games on August 28, where 160 athletes across 17 sports will write the next chapter in Australia's rich Paralympic history, we spoke with Ben Glover, Nine’s Editor, Wide World of Sports Digital. Glover shared his reflections on the enduring impact of the Olympic and Paralympic Games in connecting to those around us, and the opportunities that lie ahead. 

From Saracens to Fox Sports: Shaping Leadership in Sports Media

Reflecting on the beginning of his career, Glover said:

"Saracens Rugby Club taught me the art of rapid match reporting for digital platforms, an invaluable skill in leading a team that extensively covers live sports. My time at Fox Sports was equally formative, teaching me the importance of creating audience-specific content and using analytical tools to learn from successes and failures. There, I also had great mentors who imparted wisdom on digital strategy and strong leadership".

Preparing for the Olympic and Paralympic Games

Preparing for an event as large as the Games involves meticulous planning. Over the past three months, I’ve led an Olympics subcommittee that meets weekly to strategise and plan our coverage to the nth degree. This includes everything from editorial strategies and content types to daily schedules and staff training to ensure we all have a strong understanding of what’s expected when the Games kick off.

Bringing the Olympic Spirit to Australia

Across the duration of the Olympics, Wide World of Sports drove 22 million page views to Nine.com.au, successfully bringing the excitement and spirit of the Games to Australian audiences through insightful, in-depth analysis and engaging content.

"By leveraging our digital platforms, we've made the Games accessible to all Australians. A strategic decision to appoint an Olympic and Paralympic Games reporter has allowed us to tell the stories of Australia’s athletes – who are they? Where are they from? What makes them great? That’s enabled us to foster emotional connections with our audience, as they get to know the athletes who will be competing on a global stage."

Strategies for Engaging Olympic Fans 

Engaging Australian viewers with Olympic Games content on wwos.com.au has been a focused effort. We've identified the most popular Olympic sports among our audience, such as the mighty Matildas and Australia’s most popular Olympic sport, swimming, and concentrated our coverage on these areas. Comprehensive reporting on lead-up meets, interviews, and feature pieces on the likes of both athletes and coaches have been crucial.

"The emotive stories that emerge from the rigorous qualifying processes in these sports capture the essence of the Olympics—passion, competition, and pushing the limits of human achievement."

We've also tailored the wwos.com.au site look and feel for the Games, ensuring an efficient and customised user experience – one that makes them feel part of a special event.

The Role of Digital

Digital content plays a pivotal role in enhancing Australia’s consumption of both the Olympics and Paralympic Games.

"The sheer volume of events makes digital platforms ideal for comprehensive coverage. Tools like live blogs provide real-time updates on key events and news stories."

Additionally, being both the broadcaster and digital rights holder allows us to integrate short video clips from the field of play into our content, making our platform a destination for fans who want to watch highlights, not just read about it.

A Power that Transcends Sport

Storytelling in sport serves as a catalyst for moments of cultural significance. Whether its uniting a nation through shared victories, or inspiring resilience through athletes' personal triumphs, the strength of the human spirit makes a profound impact on Australian onlookers.

"Sports media has a unique role in uniting people from all walks of life. By highlighting stories of perseverance, teamwork, and excellence, we can inspire and bring people together in a way that transcends sport."

Promoting values of inclusion and diversity through events like the Olympics and Paralympics contributes to a more connected and empathetic world, serving as a reminder of our shared humanity and the incredible potential we have when we come together in the pursuit of common goals. 

The Future of Sports Journalism

The future of sports journalism, particularly for large-scale events like the Olympics and Paralympics, is set to be increasingly digital and interactive. Technologies such as augmented reality will offer immersive experiences, while data-driven journalism will deliver highly personalised content.

"Emphasising inclusivity and representing diverse voices will be crucial for staying relevant in an evolving media landscape."

Anticipation for the Upcoming Paralympics

From both an editorial and personal perspective, I am most excited about uncovering and sharing the untold stories of athletes at the upcoming Paralympics.

"The journey to the Paralympic Games is filled with challenges and triumphs, and we plan to bring these stories to life through engaging visuals and interactive content, ensuring Australians feel connected to every moment."

Paralympians Shine on a Global Stage

"Ensuring that Paralympians are front and center of our Games coverage, alongside their able-bodied counterparts, is a priority for us. Over the next few weeks and beyond, we will use our platform to tell their remarkable stories and expose our audience to their extraordinary commitment to athletic excellence."

Golden Opportunity: Think Digital

The Paris 2024 Olympic Games have propelled record online engagement, as Australians flocked to Nine's digital cross-platform ecosystem. From 9Now and nine.com.au to wwos.com.au to our leading masthead sites (The Sydney Morning Herald, The Age and The Australian Financial Review), Nine’s digital brands offer a unique opportunity to reach vast, engaged audiences. With our 20 million signed-in users and a first-party data set spanning 68 segments and nine Games verticals, there’s no better moment for your brand to connect with Australia and be part of history in the making.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

 

Source: Ipsos Iris Online Audience Measurement Service, 25-31 July - 01-12 Aug 2024, Age 14+, PC/laptop/smartphone/tablet, Website only, Text only, Daily Volumetric data, Total Minutes (000s), Page Views (000s), Visits (000s).

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Capturing the Magic of the Olympic and Paralympic Games: Luke McIlveen

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Nine Publishing's Commitment to the Games

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As the Paris 2024 Olympic and Paralympic Games edge closer, we sat down with Luke Mcllveen, Executive Editor of Nine’s Metro Mastheads, to talk about how Nine Publishing will inform Australia with the most up-to-date news, innovation and information during the Games.  

An Unforgettable Olympic Memory

Reflecting on Aussie legend Cathy Freeman, and her unforgettable victory sprint in 2000, Luke said: 

As a young reporter, I had the privilege of being in the stadium when Cathy Freeman stormed home in the 400metre final, at the Sydney Olympics. The roar of the crowd as she turned for home is something I’ll never forget. Cathy’s exhaustion and sheer relief at the finish line, where the weight of a nation was lifted from her shoulders, truly transcended sport. The pressure on her to win was immense. What unfolded that night, in 2000, became not only an iconic moment in Australian sporting history, but a moment with profound cultural significance. 

Bringing Iconic Moments to all of Australia

Featuring a team that has covered a combined total of 29 Olympic and Paralympic Games, and won 60 major awards, the strength of Australia’s most respected mastheads - The Sydney Morning Herald and The Age, along with the Brisbane Times and WAtoday - will ensure the Paris 2024 Olympics are covered like no previous Games.

For Paris 2024, we are sending Australia’s best team of journalists to capture every pivotal moment of the Olympic and Paralympic Games. Our comprehensive coverage will include rolling updates, insightful articles from top sportswriters, and stunning photos and videos produced by award-winning photographer Eddie Jim. We will be first with breaking news, offering premium interviews, analysis, and features from renowned journalists such as Greg Baum, Chip Le Grand, Michael Chammas, Jordan Baker, and Emma Kemp. 

Innovative Strategies for Audience Engagement

Nine’s strategy is to bring the spectacular Games alive for fans no matter where they choose to engage, Luke said:

To keep our audiences informed and engaged during the Games, we will provide round-the-clock digital coverage with a strong emphasis on video, leveraging our collaboration with Nine's broadcast team. While Australian athletes will be at the forefront, we also recognise the global appeal of major events like the 100-metre men’s and women’s track finals, ensuring comprehensive coverage that captivates millions.

Opportunities for Advertisers in a Digital Age

Recognising the shift towards digital media consumption, Nine is leveraging this trend to offer advertisers unparalleled access to a highly engaged audience during the Olympics and Paralympics. Luke said: 

The rise in our digital audiences presents a unique opportunity for advertisers to connect with Australia through Nine's innovative platforms. Our homepages will feature designated Olympics modules as a 24/7 destination for fans, including a full schedule of events, an up-to-the-minute medal tally, and the most captivating video and still images from Paris. Our brilliant writers will provide the best reads, ensuring our loyal digital subscribers stay informed without delay. 

Balancing our Coverage: Catering to Varied Interests

To ensure every viewer’s interest is captured during the Games, Nine is dedicated to delivering a diverse and eclectic coverage.  

Nine has meticulously planned its coverage to ensure expert journalism across a diverse range of events that will inspire Aussies, from swimming to basketball, football, shooting, cycling and athletics,” Luke said.This approach ensures that the varied interests of our audience are catered to, providing comprehensive and engaging content throughout the Games. 

A Lasting Impact with Editorial Excellence

As the world eagerly anticipates the Olympics and Paralympics, the excitement is palpable. Discussing the unique challenges of Tokyo, Luke says: 

"Paris 2024 represents the first true Olympic celebration in eight years. The storylines are already compelling – can Australia dominate the US in the pool? Will the Matildas secure a podium spot after their remarkable World Cup campaign? Who will rank the fastest 100 metre sprinter in the world? Traditional favourites return, and new sports like skateboarding and surfing continue to break barriers and lay new standards. In a year filled with heavy news, Australians are ready to set their alarms and lose themselves in the magic of the Olympics. Nine Publishing is committed to delivering coverage that not only informs but also inspires, leaving a lasting impact on our audience and the nation. 

Golden Opportunity: Engaging a Captivated Audience

Audiences will be watching live sporting events, but more than that, they will be checking the news, reading commentary, and following all other parts of the Olympics and Paralympics that make these events such an exciting experience. From the Opening and Closing Ceremonies, stories of sportsmanship and national victories and losses to the emergence of the next generation of athletes and new sports. During these kinds of special global events, it’s an exceptionally good time to reach large audiences who are deeply engaged and attuned to both the Games and advertising, across print, digital and interactive content. 

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Rising Above: Chris Bond’s Paralympic Journey of Inspiration

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Chris Bond's Paralympic Journey

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As the Paris 2024 Paralympic Games approach, we are inspired by the stories of athletes who have overcome incredible odds to represent Australia on the world stage. Chris Bond, captain of the Steelers Wheelchair Rugby team, shares his journey from an able-bodied Australian to a Paralympic champion. His story is a testament to the unifying and inspiring power of sport.

Growing Up in a Sporting Nation

Chris describes growing up in the 90s in Australia, a sporting nation.

“In my able-bodied youth, my twin brother and I played everything from indoor-soccer and four-square handball to footy to get us through the school day. After the bell we would build jumps and ride our bikes until the streetlights went on. On the weekends it was all about rugby league. We idolised our national teams, gathering around our small box TV with pride as we felt connected to fellow Australians battling it out in their green and gold. Sport was a major part of our lives, keeping us fit, socially connected, and giving us a strong sense of belonging and community."

A Life-changing Diagnosis

Chris’ life took an unexpected turn when he was diagnosed with cancer. Subsequent infections led to the amputation of both legs, his left hand, and all but one finger on his right hand at the age of 19.

"After three years in the hospital system fighting for my life and regaining my independence with my newly acquired disability, I knew that something was missing – my passion for sport. And from there, my eyes were opened to a world of Para-Sport."

Finding Purpose in Wheelchair Rugby

Joining a new community of like-minded people, who had similar life journeys and a shared desire to compete, was the vehicle that drove Chris back to motivation.

"Wheelchair Rugby was the best form of rehab, fitness and therapy for me. It taught me to be grateful for the function I have remaining and gave me hope for the future. It pushed me to do more for myself in everyday life and provided real-world examples of others with severe disabilities achieving what seemed like unattainable milestones."

Determined to pursue his passion, Chris moved from Canberra to Brisbane to start his Paralympic pathway. "I dropped everything I was doing and hit the road with my black lab, at the beginning of a journey that gave me a strong purpose in my new world and reignited my childhood dream."

Becoming a Paralympic Champion

Fast forward over a decade, and Chris Bond is now captain of the Steelers, a two-time Paralympic gold medallist, two-time world champion, father of two, and homeowner living independently on the Sunshine Coast.

"The Paralympic movement has grown tremendously, and we now have the opportunity to consume increasingly impressive Para-sport on free-to-air TV every four years. Australians are now realising that sport is sport, and they love to back the green and gold, regardless of the event. We love a good story of our fellow Aussies having a crack, it’s what unites us."

Uniting through Sport

Chris highlights the growing recognition and inspiration drawn from Paralympic athletes.

"Australians are beginning to get to know our Paralympic athletes and feel inspired by their unique stories in their quest to reach the pinnacle of sport. Nothing has been given, it has all been earned, and that resonates well with the average Australian battler."

Impact on Future Generations

Reflecting on the impact of the Games, Chris says

"I have heard countless stories of kids wanting to be like the Steelers after watching us play - dreaming of one day wearing the green and gold.

Life is full of unexpected challenges. We can’t predict what will happen, how long we’ll live, or what illnesses or injuries might come our way. But seeing a fellow Australian survive a near-death experience, lose their physical abilities, and still smile with determination and purpose is a powerful reminder of the incredible resilience of the human spirit. It shows that no matter the setbacks, we can reset our mindset, set new goals, and achieve our dreams. Life is short, so why wait? Start chasing your dreams now."

Golden opportunity: Creating a lasting legacy

The Paris Games are an opportunity for brands to align with the values of resilience, unity, and inspiration, embodied by our Paralympic athletes. We have never had more access, exposure and connection to the hundreds of individual stories, characters and proud Australian athletes who drive the core message of living a healthier, active and more purposeful life. And the momentum of the Games is set to continue as Australia continues to back ALL athletes, the power of mateship, community and a fair go for all.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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Celebrate the Olympic Spirit: Insights from Anna Meares

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Insights from Anna Meares

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As we approach the Paris 2024 Olympic and Paralympic Games, Nine is proud to celebrate the history, athlete spirit, and impact of the Games. To start a series of conversations, we had the pleasure of speaking with Anna Meares, the Chef de Mission for the Australian Olympic Team. Her insights offer a profound understanding of the cultural chemistry that animates the Olympics, and in turn engages millions of Australians time and again.

Navigating the Games as Chef de Mission

Meares describes her role as Chef de Mission as multi-faceted.

"Firstly, I am in charge of the environment and culture set for our Australian Olympic Team in Paris. I achieve this by building a leadership team around me, including Olympians Mark Knowles, Kaarle McCulloch, Bronwen Knox, Kyle Vander Kuyp, and Ken Wallace. I work with the Australian Olympic Committee to build relationships with member sports, coaches, high-performance staff, presidents and CEOs to understand their needs and create a cohesive Olympic Team."

Anna's passion for the role is evident as she emphasises the honour and pride she feels in leading the team and working with like-minded, motivated individuals. 

The timeless appeal of the Olympic Games

"There is great history in the Games," Anna reflects. "It is great because of the people, the stories, the effort, the love, and the unity through common value and purpose."

Anna's personal connection to the Games began as an athlete, and she found the experience addictive. "To be involved beyond my competitive years, given an opportunity to impact the lives of others as they have their moment in the Games and the Australian Olympic Team, is what gets me up every day."

A multi-sensory celebration

Highlighting the multi-dimensional nature of the Games, Anna says they are

"the biggest multi-sport event in the world and are ‘multi’ in so many ways. They celebrate our multicultural world. The Games are truly multi-sensory, multi-emotional, multi-colourful and multi-dimensional. It is where participation and unity combine with high performance in a showcase that comes around just once every four years. It is a celebration, and one that athletes and other participants savour for the rest of their lives." 

The making of an Olympic champion

"For those rare few who stand atop the podium, we all know it takes a great deal from themselves, their family, friends and community. They are exceptional.

There is a lot that must go their way and a lot out of their control. What contributes to those who succeed at the Olympics is that despite there being no guarantee of success, they commit and dedicate as much as anyone else, prepare as much as anyone else, and are able to execute across more facets than anyone else on that one day of competition. You do not have to be perfect. You just have to be better on that one day, in that one moment. To have the composure, confidence, and instinct – not just the physical traits. The body is one thing, the heart and the mind are another."

Memories and moments

Anna's first memory of the Olympics is from 1996, at the age of 12, watching the men's 1500m swimming final at Atlanta on televisions in a shopping centre. She recalls weaving through the crowds to get to the front and witness Keirin Perkins win gold for Australia, and Dan Kowalski silver.

"It wasn't the results that I remember as a young girl, but the impact on an enormous group of people who didn't know them, didn't know each other, but were pulled together through their sporting efforts at those Games." This memory underscores the unifying power of the Olympics.

At her first Games in Athens in 2004, just 20 years of age, Anna felt like she was "plucked from watching to now being inside the TV," surrounded by athletes from various disciplines – 150kg weightlifters, four-foot gymnasts, seven-foot basketballers – as she walked through the Olympic village. Her final Games memory is equally vivid, carrying the flag for Australia at the main stadium and being hit by a wave of noise, colour and lights – a memory she will never forget.

Golden opportunity: Creating a lasting legacy

From iconic city attractions, powerful stories, breathtaking athletic performance and ground-breaking sports to pure entertainment, the Games provide an unparalleled opportunity for brands to make their mark in history. Through Nine’s unified content ecosystem, brands have a unique opportunity to create a legacy, make an impact, and be part of a celebration that resonates with 98 per cent of Australia.

Stay tuned for more insights and stories from the Games as we continue our conversation with those closest to the magic.

Looking to put your brand at the heart of the Olympic and Paralympic Games on Nine? We'd love to hear from you.

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TODAY: Your Way

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TODAY, your way

TODAY is more than just a breakfast show. We are a family to our viewers, bringing Australians all the latest in sport, entertainment, weather, finance, breaking news and more, seven days a week. We are a trusted voice, a place to laugh, and a safe space to guide our viewers through challenging times.

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The TODAY EXTRA team covers everything from entertainment, celebrity interviews and news to practical lifestyle content such as fashion, beauty, parenting and relationships, health and nutrition. Hosted by David Campbell and Sylvia Jeffreys, airing nationally Monday to Friday 9.00am-11.30am and Saturday 10.00am-12.00pm.​

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The TODAY Weekend team bring you the latest in news, weather, current affairs, sports, politics, entertainment, fashion, health and lifestyle. It goes to air nationally on Saturday and Sunday from 7.00am to 10.00am, hosted by two of Australia’s most respected journalists, Clint Stanaway and Sophie Walsh.

TodayWeekend_White

The TODAY Weekend team bring you the latest in news, weather, current affairs, sports, politics, entertainment, fashion, health and lifestyle. It goes to air nationally on Saturday and Sunday from 7.00am to 10.00am, hosted by two of Australia’s most respected journalists, Clint Stanaway and Jayne Azzopardi. ​

TodayShowHostsWeekend

Check out how we've helped brands realised their big ideas by connecting with Australian communities far and wide

Stat1

57% Female
43% Male

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61% are main Grocery Buyers

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40% of TODAY viewers are working professionals

People 18-59 make up 50% of the TODAY Show audience ​

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Source: OzTam ( 5 City Metro) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Profile, Reach, Total People, Consolidated 7.

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Our morning TV audience is growing across all screens

2.2M

Weekly Total TV reach

+25%

Year-on-year
BVOD average audience growth

+90%

Of viewers are in the Eastern Seaboard

+308K

Total TV average audience per episode

+87%

Of minutes viewed was via a Connected TV in 2023

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], National, Metro 5 Cities, Regional (Incl WA RoA), Sydney, Melbourne, Brisbane, Adelaide, Perth, Queensland, Northern NSW, Southern NSW, Victoria, Tasmania, Regional WA, Nine Content, 12/02/2023 - 01/04/2023, 16/04/2023 - 02/12/2023, Cumulative Reach, Today, Today Season 2023, Total People, P 18-39, P 25-54, P 55+, GS 18+, Total TV, Consolidated 7. ​OzTam (5 City Metro + Regional Combined Panel) Nine Primary, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, Today, Total People, P 18-39, P 25-54, P 55+, GS 18+ w CH, Average Audience, Consolidated 7. ​OzTAM LIVE VPM, Today, 12/02/2023 - 16/04/2023, 01/04/2023 - 02/12/2023, includes co-viewing on connected TV devices.

Today delivers information
your way

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"As Australians morning routines evolve...TODAY welcomes people into their living rooms, joins them on their commute and entertains them on their phones long after the program is over."

​Alexander Needs
Director - Partnerships & Strategy​
News & Current Affairs  ​

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A powerful ecosystem​​

Reaching Aussies no matter
where they choose to engage

TODAY is building a community on social media 

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Facebook

Followers

2.5M followers

61% female vs 39% male

Majority of audience 25-44

Avg. 18.7M
video views per month

Avg. 870K
engagements per month

Instagram

Followers

74% female vs 26% male

Majority of followers 35-54

13% audience from Sydney and 11% Melbourne

Avg. 3.2M
video views per month

Avg. 233K
engagements per month

TikTok

Followers

our fastest growing online community

53% female and 47% male

Largest demographic is 18-24 (33%) followed closely by 25-34 y.os (26%)

Avg. 3.9M
video views per month

Source: Meta Business Suite and TikTok Business Suite (Feb 2024)

Today x Shell’s Way

Teaming up with Australia’s top Breakfast show was the ultimate way for Shell to connect with their target audience of everyday Australians always on the move. ​​

This partnership with TODAY ensured year-round brand visibility with the consumers they wanted to reach.

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Today x Chery Motor's Way

Chery Motors strategically leveraged Australia's TODAY show for the OMODA 5 launch, featuring a high-stakes stunt where six contestants fought to keep their hand on the car, with the winner securing a brand-new OMODA 5.

Our market leading experts lead the way, across all categories

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Experience the all-new Nine's Traffic Network: a premium upgrade to your morning routine. Recently revamped with a sleek new look and feel, our traffic reports seamlessly blend into TODAY Show and TODAY Extra, offering valuable and timely information to an engaged audience. ​​

Trusted by Aussies for over 60 years, Nine remains committed to delivering reliable information at scale. Brands can align with this premium service via a host live read and visual on screen, ensuring their message reaches engaged audiences during their morning commute. With multiple updates each weekday covering Sydney, Melbourne, Brisbane and Perth, Nine's Traffic Network keeps Australians informed and prepared for the day ahead.

Don't miss the opportunity to elevate your brand with the credibility and style of Nine's all-new Traffic Network.

Amplify your brand story by aligning with TODAY

ConsumerPromotions

The TODAY Show loves to engage directly with viewers through fun and exciting consumer promotions. With the cost of living placing pressure on households all over Australia, put your brand front and centre by giving back to Aussies through a TODAY Consumer Promotion.

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The TODAY weather host broadcasts live from different events and locations around Australia and abroad, and across the morning showcases these for our viewers. This is the perfect opportunity for brands with an event, activation or special location to showcase.

SegmentSponsors

Align your brand to TODAY’S most popular regular segments: Weather, Sport, Entertainment, Your Money, Tech, Property and more.

SegmentIntegration

Integrate your brand within a Sponsored Editorial Segment. TODAY creates tailored integration opportunities to meet brand objectives and align with campaign goals. The best opportunities exist when aligning to contextual news or calendar events.

To find out what your brand can achieve with morning TV, request a tailored response to help realise your marketing objectives. 

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Tipping Point Australia

TP Logo

A game show phenomenon with a NEW Aussie twist

Off the back of the breakout success of Tipping Point UK, Nine has created our very own supercharged version for Aussie fans.​

​For the first time, filmed in front of a live audience, this high-stakes game show will go to air at 5.00pm on week nights, leading into the 9News 6.00pm bulletin in 2024.​

​Our local version has our own format twists – from the introduction of Temptation Jackpot to a brand-new studio and upgraded Machine, which will excite Tipping Point tragics and a new breed of fans alike.​

Don’t miss out on your chance to invest with low-risk and maximum reward. ​

Led by Nine's super host Todd Woodbridge

In 2024, fresh from his Australian Open commentating duties, Todd Woodbridge takes on his latest challenge as host of Nine’s Tipping Point.​

He is one of the network’s pre-eminent hosts, having been a part of Nine’s Ashes coverage, the Australian PGA golf tournaments and Postcards.  He will also feature in Nine’s coverage of the 2024 Olympic Games in Paris.

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Tipping Point Australia is what viewers have been waiting for

It’s not often that a new format comes along that is a proven global sensation and is easily accessible for brands. Tipping Point has already amassed a cult following in Australia through the UK version, attracting a game show-loving audience in this timeslot for over 20 years.

Connecting with game-show lovers at 5pm for over 20 years

We know who they are & how to engage them

%

55% Female

%

45% Male

People
Eye

Average Audience per episode

TV

Average Weekly Reach

%

Aged 25 - 32

%

Are the grocery shopper

Source: OzTAM Metro (5CM) and Regional Combined Panel, Week 7-34 2023, Mon - Fri, 17:00 - 17:59, Channel 9, Avg Aud, Avg Weekly Reach, Total People (demo attributes by sex & age group) Consolidated 7​. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Average Audience, Mon - Friday, National, Linear TV. TV MAP VOZ Analyser, VOZ Data 4.0 © OzTAM Pty Limited [2023], 12/2/23 - 26/8/23, Nine Content, 17:00-18:00, Total Grocery Shopper, Average Audience, Mon - Friday, National, Linear TV.  

The Tipping Point Trifecta

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There are plenty of playful opportunities for your brand to interact with this audience

The Tipping Point  for your brand

PiggyBank

Temptation Jackpot

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Viewer At Home Trivia

MysteryBox

Mystery Prize Provider

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Own The Last Break

To find out what your brand can achieve with Tipping Point Australia, request a tailored response to help realise your marketing objectives.

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NRL on Nine 2024

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NRL ON NINE IS
IN A LEAGUE OF ITS OWN

The NRL on Nine is a mega-marketing platform where brands can connect seamlessly and contextually across a unified platform ecosystem. The result? Reaching highly engaged, passionate super fans across moments of unrivalled impact.

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

CHECK OUT WHAT'S
IN STORE IN 2024

NRL on Nine is the greatest game of all, uniting people regardless of their background as they barrack for their team. And for over 30 years, Nine's Wide World of Sports has been a very proud part of it. This season, a new history awaits.

tHE BEST NRL COVERAGE, EVERY WEEK
broadcasting australia's biggest games in footy

The best NRL content delivered to our audiences on demand wherever and whenever they want. From the All Stars fixtures in February, right through to the internationals in November, and everything in between. The NRL offers 32 weeks of continuous content, spread across key competitions and underpinned by Nine's 24/7 conversation, providing opportunities to create bespoke campaigns around calendar moments. Weekly news and magazine shows support and drive the stories, providing opportunities for your brand to always be part of the conversation.

AUSTRALIA'S MOST EXCITING SPORT
UNLEASHED IN LAS VEGAS

For the first time ever, the NRL Telstra Premiership season kicked off on American soil. The 2024 season opening double-header made history on Saturday, March 2, at the world’s greatest arena, Allegiant Stadium. 1.7M Aussies tuned in across Total TV, with spectacular growth of +32% on the first Sunday match of 2023.

Source: TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 3/03/2024 v 2/03/2023 & 5/03/2023, Average Audience, Cume Reach, NRL Match Only, Total People, People 18-39, Total TV, Total BVOD, Overnight.

NRLTimeline

FEBRUARY 11
SINGLE MATCH

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MARCH 2
TO OCTOBER 1

Men's NRL

JUNE 5
TO JULY 17

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MAY 16
TO JUNE 27

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JULY 25
TO OCTOBER 6

NRLW

SEPTEMBER 13
TO OCTOBER 6

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24_7 conversation

FEBRUARY 11
SINGLE MATCH

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MARCH 2 TO
OCTOBER 1

Men's NRL

JUNE 5 TO JULY 17

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MAY 16 TO JUNE 27

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JULY 25 TO
OCTOBER 6

NRLW

SEPTEMBER 13
TO OCTOBER 6

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24_7 conversation mobileview

NINE’S TOTAL MEDIA POWERHOUSE

REACHING AUSSIES NO MATTER WHERETHEY ENGAGE

Rugby league on Nine is powered by an unrivalled cross-platform. With total television coverage including live-in-play simulcast, high-definition Broadcast Video on Demand, our vast publishing environment, and highly engaging audio products. And the reality is that a sport is only as big as its fans, and the NRL has a fanbase that’s in a league of its own.​​

Nine is the only place that covers every moment and every story, whenever and wherever NRL fans choose to engage.

TV

BROADCASTING +750 HOURS OF
LIVE NRL MATCHES

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Reaching 15.7 million in 2023, we offer not just the linear experience on Channel 9 but also Australia’s leading on-demand and streaming platform 9Now, creating new ways for brands to tell their story.

TotalAudio

AIRING +800 HOURS OF
NRL RADIO CONTENT

TOTAL AUDIO

Reaching 2 million across radio in 2023, we are a direct line to the footy fans of the nation. We serve up the biggest and best footy Australia has to offer, with world-class analysis of all the action on and off the field across talk radio, streaming and podcast.

Publishing

PUBLISHING +30,000
NRL ARTICLES

TOTAL PUBLISHING

Reaching 16.3 million in 2023, 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. Amplified by our digital offering, from bite sized digital magazine shows on Wide World of Sports to highlights and expert editorial opinion.

Source: GfK Radio360 Ratings, SMBP Survey 6 2023, Mon-Sun 5.30am-12MN, Cume (000s), Nine Radio - 2GB, 3AW, 4BC, 6PR, AP10+.Roy Morgan Research; People 14+ for the 12 months ending September 2023
Total Nine Publishing includes: nine.com.au, SMH Print & Digital, The Age Print & Digital, AFR Print & Digital, Brisbane Times, WA Today, Domain Digital, Good Weekend VIC & NSW, Sunday Life VIC & NSW, Domain NIM VIC & NSW, AFR Magazine, Fin!VOZ Data 5.0 © OzTAM Pty Limited [2023]. TVMAP VOZ ANALYSER, NATIONAL, CYTD 2023, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach, based on Matching "Primary Description records = contains FRIDAY NIGHT NRL GOLDEN, KNOCK OFF, ANZAC DAY FOOTY, NRL LIVE, NRL GRAND FINAL, RUGBY LEAGUE FINAL SERIES, Total People, When Watched Basis 

Men's NRL

NINE'S NRL FANS CAN'T GET ENOUGH
OF THE SPORT THEY LOVE MOST

The men’s NRL premiership competition is stacked with world-class talent: the electric Reece Walsh, dynamic David Fifita, wily Shaun Johnson and rampaging Reuben Cotter. Other-worldly athleticism combines with brute force. Tough carries blend with acrobatic finishes, pace with flair, physicality with sportsmanship.

NRLW
NRLW

EXPANDED IN 2023,THE 11 WEEK NRLW SEASON HAS BROUGHT IN NEW FANS & AUDIENCES

THE COMPETITION STANDS TO GAIN FROM THEGROWING POPULARITY OF WOMEN'S SPORT

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Breaking records in 2024

State of Origin needs no introduction. It’s the most talked about series in Australian sport, and it returned again in 2024 exclusive to Channel 9 and 9Now. The men’s and women’s State of Origin series ignite unparalleled excitement among fans as they eagerly anticipate the clash between rival states. These match-ups showcase the pinnacle of rugby league skill and determination with state pride, creating an electric atmosphere that resonates with fans across the nation.

Plus, in 2024 there were three State of Origin women’s games, a first for the groundbreaking series.

AUSSIES REACHED MENS & WOMENS 

Women's Origin match in history

year-on-year
BVOD audience game 3 men's origin

Source: VOZ 5.0 National Total TV. Total TV includes Nat. Broadcast TV (including ‘spill’*) and Nat. BVOD. 

if it matters to fans
nine will deliver

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.

And Nine's unrivalled cross-media NRL offering does just that. It connects with millions of Aussie fans, year after year. Footy fans who are passionate, highly engaged, have money to spend, and immerse themselves in premium footy content week after week across the full NRL season.

NRL_TV
9Powered_Logo_White

The reigning premier
of creativity and results

Big ideas make brands famous.
As does the power of premium sporting content.

And with the help of Powered by Nine, we have a big idea for every budget, underpinned by Australia’s best NRL 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.

01
02
03
04
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CREATING A NEVER-BEFORE-ACCESSED OPPORTUNITY,
WESTPAC OWNED THE 20 METERS UP TO THE TRY LINE

Challenge: Westpac wanted to deepen their connection with everyday Australians in emotionally fuelled moments. Seeking a way to amplify their brand around the game Australians love.

Solution: Through Gemba’s platform The Westpac Red Zone, fans were connected to every unmissable moment in Nine’s exclusive coverage of every NRL Friday, Finals and NRLW match.

Execution: The Red Zone Analyser was supported by the expert commentary team who would unpack the action from the main playmakers in game-defining moments.

Westpac red Zone Mocks

Recall of Westpac Red Zone

Above broadcast integration benchmark

Uplift in positive awareness from pre-wave viewers

Source: Gemba NRL Interim Report 2023

nrl on nine​
your partner in business

A powerful Nine ecosystem across TV, Digital, Audio and Publishing with several ways to connect with footy fans at scale across Australia.​

Our commitment to brand partners is that our framework provides flexibility and adaptability to deliver customised solutions. 

Request a tailored response to help realise your marketing objectives.

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