The advertisers getting sports media right in 2025

Alongside great Australian sporting events and moments, so often what we remember the most is the brands that were able to cut through all the noise, and truly align themselves with a pivotal moment. Whether that be grassroots campaigns that implore certain emotion, or big, bold unifying nationwide messages. Sports advertising in Australia is known for its rare ability to reflect the country’s identity and passions with a brand’s vision. Take VB’s long running partnership with Cricket Australia. Or Toyota’s leveraged community spirit in partnership with the AFL. Then there’s when NAB had young players look like their heroes as ‘mini legends’ and more recently in Paris 2024 when Qantas reminded our athletes ‘that we are already proud’. All of these brands understood their position in market, they knew who their audience was, how to reach them, and most importantly how to leverage the power of sports to create long term associations that align with their core messaging. 

These campaigns are more than just a strong creative, they’re rooted in a cohesive media strategy that understands exactly who they need to reach and why. In an often-cluttered landscape where attention is the most sought-after commodity, it's often difficult to stand out. So, when it happens it’s important that we appreciate it and most crucially understand why.  With that being said, let’s take a look at the brands and campaigns that are doing it right in 2025. 

Nike go big, bold and “Unmistakably Aus”. 

In February, Nike unveiled their new Australian National Football Team collection designed by Kamilaroi artist Reko Rennie. It became the first collection designed by a First Nations artist. It also signified the first time a kit design would be worn by all Australian national teams, inclusive of senior, youth, paralympic and futsal levels. So, the challenge from a marketing standpoint became, how can they leverage the wave of support for the Matildas and Socceroos in recent times, with an inextricable link to First Nations culture, the unifying nature of the jersey design and the significance of its wear.  

The answer, a bold OOH approach, complimented by strategic social placements. In July 2024, Nike became the first brand to utilise QMS’ 3D programmatic billboard at the Emporium in Melbourne through a five-day campaign titled “winning isn’t for everyone”. To amplify the message from this previous campaign, they again launched through this bespoke site with a simple message: “unmistakably Aus”. This same message was then rolled out across large format, and street furniture sites in metro markets, and notably through a range of light-rail transit wraps, with this same copy, replicating the colours and design from the new jerseys. As mentioned, this was then complimented with Meta and TikTok activity, which focused more on the values of inclusivity and unity across all levels of football embodied by the kit design. Additionally promoting the retail launch of the shirt to drive conversions.  

Nike knew their audience didn’t need reminding about who Australia are and what colours they wear, instead the focus became how can we take a moment and create a lasting resonance, and that’s just what they’ve done. From driving awareness with recognisable messaging, to funnelling traffic through strategic Meta and TikTok placements, to attributing conversions with the aid of programmatic. Nike knew exactly what they wanted to say and how to say it, all while looking snazzy doing it. 

The AFL invite fans to “get in on it” in 2025. 

To promote the launch of the 2025 season, the AFL was faced with the challenge of appealing to its Culturally and Linguistically Diverse (CALD) audience. It’s solution, a campaign that highlights the many moments, traditions, and cultural significance of the competitions 160-year history. Featuring, a plethora of momentary flashbacks to legendary rivalries, iconic celebrations, flowing mullets, and sideline pie consumptions. It was clever, entertaining, and a sharp reminder about everything the AFL has going for it. Reminding this audience just how accessible the AFL is, and everything you miss out on when you don’t watch. 

The campaign went live across digital, social and OOH in March through creative agency 72xSunny and production company Good Oil and featured a soundtrack from Melbourne band Sleepazoid. The campaign relied heavily upon a uniquely Australian feel, tapping into both nostalgia and cultural identity. The result being a series of creatives that not only work for their audience and platforms, but one that implores a certain sense of FOMO amongst its viewers. Reminding us all that its always more fun when you “get in on it”. 

Kia Tasman Ute: The right talent, the right moment 

So often brands seek the biggest and best talent to showcase their product, service or latest time-based incentive, and so often it appears performative, desperate, and drives a certain fatigue amongst its audience. The challenge for advertisers when using key talent is how do we connect this person/people with a moment that causes everyone to associate them with our brand now and forevermore. To understand how to do this, look no further then Kia in this current media landscape. Off the back of several successful TVC campaign launches over the past year, their latest is no exception. 

The Kia Tasman Ute TVC features Alexander Volkanovski, MacKenzie Arnold, Darren Lockyer, Alfie Langer, Ash Barty, Steve Waugh, Buddy Franklin, and Dylan Alcott, amongst others as they wrangle across the fictional ‘Tasman Town’ in order to tame a wild buck. It’s witty, entertaining and an exemplification of a brand who knows exactly who they want representing it. The vehicle space is one of the must cluttered media environments, featuring an ever-growing range of indiscernible products with comparable features and prices. So, sometimes standing out requires going beyond looking for new ways to showcase features, and prices, instead looking for a lasting resonance and association. 

The Kia Tasman Ute campaign went live across TV, digital and social in March, to coincide with the debut of the 2025 NRL season. It also featured nationwide activations whereby potential consumers could see and drive the car firsthand. Achieving two key things. Firstly, using talent, to connect with a moment and amplify it with timing. Secondly, creating a tangible outcome to drive bottom of funnel conversions, complimentary to its widespread awareness campaign. The Kia Tasman Ute and wider yearly brand strategy is an example of everything we love about classic Australian advertising. 

 In a market where attention is harder than ever to capture, these examples serve as reminders that the best brand moments are built on authenticity, timing, and deep cultural resonance. Not everyone gets it right, so when they do, it’s crucial we stop, take note and understand why.