OTT & Digital

Football Federation Australia in MKTG digital media deal

Sports marketing agency to commercialise the FFA Digital Network.

by Elena Holmes

Football Federation Australia in MKTG digital media deal

Football Federation Australia (FFA) has partnered with Dentsu Aegis Network’s sports marketing arm to launch a new digital marketing and communications initiative ‘FFA Media Powered by MKTG’.

The five-year deal will see MKTG commercialise the FFA Digital Network, including the My Football Live over-the-top (OTT) app, and lead the commercial strategy and operations for the platform.

The company will provide Australian soccer’s governing body with an end-to-end digital marketing solution approach delivered by best practice in ad product offering, content, social, technology and data.

The announcement comes as stages one and two of FFA’s digital network are launched, providing new websites for fans and participants.

The MKTG deal follows the news that FFA agreed a five-year digital broadcast rights deal with telecommunications company Telstra, and will see both Telstra and the FFA begin collaborating on the development of the My Football Live OTT app.

The app is due to launch in June 2018, and will allow all Telstra customers to watch the country’s top tiers of men’s and women’s club soccer, the A-League and W-League, as well as the FFA Cup and FFA controlled national team games live.

The partnership builds on MKTG and FFA’s existing relationship of nearly four years, where MKTG manages stadium signage for FFA controlled matches.

Commenting on the new deal, Luke Bould, FFA head of commercial, digital and marketing, said: “FFA is delighted to partner with MKTG uniting their local experience and the power of their track record of innovation around the globe, to football’s new digital network. Together, along with the Hyundai A-League and Westfield W-League clubs and Member Associations, we will be able to deliver great experiences to our fans, participants and our commercial partners.”

Matt Connell, national managing director of MKTG, said: “This new partnership with FFA is a significant development for MKTG. Complementing our long term position in stadium rights management, FFA Media Powered by MKTG will extend our offer to include digital media rights and all the elements within.”

“FFA and MKTG have a shared vision to help unlock the potential of what the FFA digital network can deliver for its partners and other brands that want to build an association with football, from grassroots to the elite. We believe that FFA Media Powered by MKTG will be the key to this.”