News Corp Australia enlists cricket legend Shane Warne for SuperCoach BBL TVC via The Works

Further amplifying News Corp Australia’s acquisition of Cricket Australia’s broadcast and digital rights, and in the lead up to the Big Bash League season launch on December 19, SuperCoach BBL has been launched to engage cricket fans over the summer.

For News Corp’s new fantasy sports competition – SuperCoach BBL – Shane Warne has been signed for the 2018/19 summer season as its ambassador, in a cheeky print, digital, TV, radio, social and PR campaign.

As one of Australia’s greatest ever cricketers, Warnie is the perfect fit for the fun, cheeky and at times irreverent SuperCoach brand to engage more cricket fans this season. Warnie is known as much for his cricket knowledge as he is for his ability to deliver a subtle and humorous sledge.

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As the face of the SuperCoach BBL campaign, created by The Works, Warnie calls out players to take on the “King of Spin” – as players can add Warnie to their SuperCoach BBL leagues, and challenge him in the head-to-head rounds.

Warnie brings to life the insights around banter and bragging rights against your mates, promotes the massive cash prizes ($25k is up for grabs plus weekly cash prizes) and educates players how to play.

Says Brendan Collogan, general manager, customer marketing: “Shane Warne is the perfect fit for SuperCoach because he personifies two great things about the game – skill and banter. We’re very pleased that we have continued to grow this fantastic brand with Shane’s involvement. “

Says Nathan Bilton, creative partner, The Works: “SuperCoach is Australia’s best fantasy game. It’s all about banter with your mates, testing your skill and playing for keeps. So to launch SuperCoach BBL we went to the best in the game when it comes to cricket and a cheeky sledge, Shane Warne.”

Warnie is a key member of FOX CRICKET’s commentary team and an expert contributor to News Corp Australia’s print and digital newspapers. His role as ambassador of SuperCoach was a natural extension for Warnie to be a familiar face across all of News Corp’s cricket coverage.

SuperCoach is the jewel in the crown of News Corp’s digital subscription business, with 20 percent of SuperCoach AFL and NRL players subscribing in order to unlock loads of stories and extra stats about the game. While SuperCoach BBL content will mostly be free this season to grow the audience, the ultimate goal is to convert BBL players to subscribers in future years.

SuperCoach players watch more matches, so they can follow the real life players who fill their SuperCoach team, beyond simply watching the team they support. This insight makes SuperCoach players key targets to also subscribe to Foxtel, so they can watch every round of AFL, NRL and now BBL, live on FOX SPORTS. Further demonstrating the value of SuperCoach to the wider News Corp subscription business.

SuperCoach is Australia’s #1 fantasy sports game for AFL and NRL, where players take on the role of coach and select a team of real life footballers to represent them in a competition against their mates. Each round, the real life footballers are attributed SuperCoach points based on their on-field performance. The stakes are high, with SuperCoach points determining who wins the big cash prizes and more importantly, who wins the weekly bragging rights against their mates. It’s the ultimate test of footy knowledge that fuels the banter from round to round.

Anyone can play SuperCoach, you just register at supercoach.com.au. It’s free to play, and you can download the app on App and Play Stores.

Creative Agency: The Works

Marketing manager, sport & wagering: Alex Thomas, News Corp Australia