Cross-code collaborations, Mary Fowler x Barbie partnership significance
Cross-code collaborations, Mary Fowler x Barbie partnership significance
Today’s lineup:
Cross-code collaborations have been a big thing so far this year
The Mary Fowler x Barbie partnership is much more significant than meets the eye
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The NFL is “in talks” with the MCC and Visit Victoria to host an NFL regular season game at the MCG in 2025, the LA Rams are reported as the most likely “home” franchise
The NBL announced “HoopsFest” a festival that will see the NBL, WNBL, and U18 Club Championships converge in Perth for a first of its kind week of festivities in September
Fanatics partnered with Rugby Australia to become its official online store provider and launched “The Wallaby Shop”
James Hardie is returning to the Parramatta Eels as the club’s major sponsor from 2025, and will feature across NRL, NRLW, Elite Pathways and Community Programs
Therabody became the official training partner of the Melbourne Stars for WBBL 10 and BBL 14
Brick Lane Brewing agreed to a partnership extension of the Melbourne Aces and Melbourne Ballpark until 2027
JAZZ™ apples signed as Netball Australia's newest Suncorp Super Netball League partner
The Queensland Maroons announced their SOO game 1 squad in partnership with Personalised Plates Queensland using this creative clip:
OMO and Rexona are donating $100,000 to grassroots netball as part of a promotion to support the Confident Girls Foundation, via the Woolworths x Netball Australia partnership
Netball NSW and SEDA Group announced the launch of a new Sport & Business Program in 2025
Tottenham Hotspur FC posted the below eye-catching clip on their social media in the lead up to TEG’s Global Football Week
The NBL met with the City of Greater Geelong to discuss redevelopment plans for the ageing Geelong Arena and to bring a team back to the region
Rexona launched a new campaign featuring Penrith Panthers star Nathan Cleary that will run across screens, social, OOH, partnerships, retail and search
Cross-code collaborations have been a big thing so far this year
Athletes and sports often team up with one another in the form of a meet and great, jersey-swap or some other PR-themed exercise to create a value exchange, and achieve a common goal.
Cross-code collaboration benefits:
Fan base expansion: Provides an opportunity for sports to introduce one set of fans to another
PR: Generates media coverage, providing a platform to deliver key messages e.g. buy tickets to the upcoming game
Recent notable examples:
Sam Walsh & Adam Cerra were among a list of Carlton Football Club players that visited Tottenham Hotspur's open training session
To build hype for TEG Sport's Global Football Week, they participated in a jersey-swap with Ange Postecoglou (who is a lifelong Carlton FC supporter)z.
Nick Daicos also got in on the act, wishing Newcastle United "all the best" for the game via social media and doing a jersey-swap of his own with Callum Wilson.
The NRL partnered with the LA Raiders, NASCAR and UFC as part of their Las Vegas expansion
The NRL conceded that they don’t have millions of dollars to spend on advertising their US venture so to maximise their reach and impact, they’ve entered into new sports partnerships. Details on what they entail are vague, but the UFC partnership involves the pair sharing content & PR opportunities featuring high-profile fighters & players.
UFC champion Alexander Volkanovski recently visited the Sydney Swans
The UFC is looking to embed themselves further into the APAC region. In addition to the NRL partnership, their fighters have been getting active.
Jordan Mailata paid a visit to Australia and visited Collingwood Football Club
His visit was part of the Philadelphia Eagles' growth plans in Australia and the NFL's broader "Global Markets Program". The LA Rams have also been focusing their international fan engagement activities in Australia.
Gary Payton visited the Sydney Swans and Duop Reath visited the Fremantle Dockers
The Sydney Swans are an effective partner for cross-code initiatives because in 2023, Roy Morgan found that they were the most widely supported AFL club with 1.3m+ supporters.
Both South Australian AFL clubs helped create a "LIV Golf city-takeover" vibe during the tournament
Port Adelaide FC hosted Bubba Watson to a game and Henrik Stenson hit a hole in one in front of a blockbuster crowd at Adelaide Oval to win a member a car.
Are all cross-code collaborations good?
Not necessarily.
Although many fans are passionate about more than one sport, the key is to be strategic with who you partner with to ensure you’re not contributing to the cannibalisation of your own sport.
Category growth...
Cross-code collaborations can support the growth of the broader "sports" category. This is noteworthy because research from Gemba has found that despite the commonly held perception, Australia only ranks 8th in the world for sport passion, and that people's passion for "entertainment" is growing at a much faster rate than sport.
The Mary Fowler x Barbie partnership is much more significant than meets the eye
Last week, Mattel (parent of Barbie) announced a partnership with Mary Fowler that involves creating a one-of-a-kind Barbie doll in her likeness.
She was among a string of 8 other female athletes from across the globe also announced as "role-model" ambassadors:
Venus Williams: Tennis (United States)
Christine Sinclair: Soccer (Canada)
Estelle Mossely: Boxing (France)
Alexa Moreno: Gymnastics (Mexico)
Rebeca Andrade: Gymnastics (Brazil)
Susana Rodriguez: Paratriathlete (Spain)
Federica Pellegrini: Swimming (Italy)
Ewa Swoboda: Track & Field (Poland)
Although these partnerships appear to be typical on the surface, the cultural impact has the potential to be profound
Why?
Barbie dolls are sold in 150+ countries, and 1 billion Barbie dolls have reportedly been sold across the globe.
The Barbie brand has extended well beyond the toy aisle - TV, movies, clothing, music, video games, literature, etc.
For decades, Barbie’s impact on culture has been significant, and has shaped the values, attitudes and beliefs of millions of young girls across the globe about things like beauty, gender, and aspiration.
Historically though, Barbie has faced criticism for reinforcing traditional female stereotypes, lacking diversity, and emphasising fashion, beauty, & domestic roles over athleticism or physical prowess.
Barbie’s evolution has been in-sync with female sport
In Australia, female participation in sport has been low for decades, and female athletes have faced many barriers to participation.
Societal influences (often shaped & reinforced by brands) such as body image and gender stereotyping have caused many young girls to overlook sports pathways.
Times are changing, and Barbie is helping to rewrite the female sports narrative
Mary Fowler, alongside Barbie's new line of "role-model" athletes are set to help normalise & celebrate female participation, encouraging more young girls to play sport from a young age.
With these new dolls in hand, young girls can envision themselves as athletes, and feel more encouraged to pursue their athletic interests as they mature.
Female sport is on the rise
In Australia, female sport is currently experiencing significant growth and continues to gain momentum across participation, broadcast & media, sponsorship and general professionalisation.
Globally, Deloitte has predicted that women's elite sport will generate $1.94b in revenue in 2024, up 300% from only 3 years ago.
There's still a lot of work to be done, but brands can play a significant role in fueling its growth, and in return capitalise from it.
Win-Win for Mattel
Barbie is a pop-culture icon, and sports has the power to further consolidate this position.
The Barbie brand generated $1.54b (US) in 2023 and revenues peaked in 2021.
With the Olympics not far away, this new portfolio of global athlete partnerships provides an opportunity to deliver brand growth, sales uplift, and potentially enable Mattel to hit a new sales peak.
This is a great example of a socially-conscious, mutually beneficial partnership:
More Barbie’s sold = more young girls encouraged to play sport
More young girls playing sport = more Barbie's sold
The cycle repeats.
ASICS Oceania - Head of Digital Marketing
AusCycling - Event and State Operations Lead
Australian Football League - National Disability Inclusion Participation Lead
Bastion - Senior Broadcast Producer
Bastion - Senior Client Director PR
Bastion - Experiential Producer
Bicycle SA - Program Coordinator
Carlton FC - Digital Marketing Coordinator
Cricket Australia - Head of Partnership Sales
Cricket Tasmania - Marketing & Content Manager
Cricket Victoria - Head of Cricket Victoria Foundation
Fanatics - Merchandise Planner
Football Australia - Senior Partnerships Manager
Foxtel Group - Producer Fox Sports
Foxtel Group - Sport Sales Strategy Executive
Fremantle Dockers - Brand and Marketing Team Lead
Gold Coast Suns - Community Programs Coordinator
ISC Sport - Account Manager - NSW
Hockey WA - Venue Operations Lead
Kardinia Park Stadium Trust - General Manager - Venue and Commercial Operations
LSKD - Athlete Program Manager
Mazda - Brand Marketing & Partnerships Specialist (10 Month Contract)
Melbourne Cricket Ground - Membership Systems & Insights Manager
Melbourne Football Club - Senior Manager - Partnerships
Moonee Valley Racing Club - Strategic Project Manager
Motorsport Australia - Communications Manager
National Basketball League - Fan Data and Analytics Manager
National Basketball League - Social Media Coordinator
National Football League - Events and Community Manager
Netball Victoria - Partnership Coordinator
Netball New South Wales - Schools Lead
Netball Queensland - Marketing Coordinator
Nielsen - Product Specialist, Sports
Octagon - Freelance Account Director
Red Bull - Sports Event Manager
Rip Curl - Digital Marketing Manager
Surfing NSW - Head of Marketing
Sports Entertainment Network - Merchandise Manager
Sports Entertainment Network - Partnership Manager
Sports Entertainment Network - Game Night & Events Manager - Perth Wildcats
St Kilda FC - Events Lead
Sydney FC - Fan Engagement - Programs Coordinator
Tabcorp - Producer/Editor Sport
TEG - Event Coordinator
Tennis Australia - Precinct Experience Lead
Trek Bicycle - Australia & NZ Brand Specialist
Trek Bicycle - APAC e-Commerce Manager
Twenty3 Sport + Entertainment - Digital Marketing Coordinator
Volley Australia - National Participation Product Manager
Western Bulldogs - Head of Content & Digital
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