AFL legends Eddie Betts, Jack Riewoldt, and more star in new Kayo campaign
Kayo Sports has launched its biggest AFL campaign to date, anchored by a TVC highlighting its new Super Saturday LIVE offering to the tune of Elton John’s iconic track, Saturday Night’s Alright (For Fighting).
From the 2025 season onwards, Fox Footy on Foxtel and Kayo will be the only place to watch every round of the home and away AFL season on a Saturday in Victoria and Tasmania, and nationally for the first eight rounds.
Via the new Super Saturday LIVE offering for subscribers, live coverage will include analysis, new talent, programming, and more, building on Foxtel’s existing commentary teams and match graphics.
Developed by Foxtel’s in-house creative agency, BALBOA, the new campaign features 19 high-profile talents from Fox Footy, the AFL, and AFLW, including Jonathan Brown, Jack Riewoldt, Kath Loughnan, Garry Lyon, Dermott Brereton, Kevin Sheedy, Shaun Burgoyne, Adam Gilchrist, Jordan Lewis, Sarah Jones, Eddie Betts, and more.
“Super Saturday LIVE on Kayo Sports will change the game for AFL coverage across the country. To celebrate, we have launched our biggest AFL campaign and biggest Kayo Sports digital campaign. You won’t be able to miss us,” said Cate Hefele, executive director at Kayo Sports.
“More footy, with no ad-breaks, world class production from the team at Fox Footy and every game in 4K – AFL in 2025 on Kayo Sports is delivering more value than ever for our subscribers.”
Foxtel Group’s executive director, marketing & BALBOA, Michael Nearhos, added: “We knew we had to create bold, unmissable campaign to reflect the scale of our AFL coverage from this season.
“What better way to mark this new era than by bringing together a host of Fox Footy’s best talent and the league’s star players into one celebratory TVC that belts out the iconic track, ‘Saturday’ by Elton John.”
The campaign is also live across OOH, radio, digital, and social channels.
Credits:
Client: Kayo Sports
Creative & production: BALBOA, Foxtel Group Creative Agency
Production Partner: Truce Production Co.
Post-production VFX: 3P Studio
Sound Design & Music Production: Uncanny Valley
Media: Foxtel Group Media and Mindshare
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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