This weekend in Melbourne, 2 Australian Rules Football (AFL) teams are playing off in the Grand Final. It’s the Australian equivalent of the Super Bowl – in excess of 100,000 fans watch live with millions more around the nation glued to TV screens.
Melbourne Victory play a game on Sunday – so they tried to take an advertisement in the Footy Record – the AFL Grand Final program magazine that gets read by the 100,000 fans on the Saturday.
The AFL, which has veto over what ads can appear in the magazine, refused the ad.
“…..we want to let our fans know…..”
“It’s a huge weekend for sport in town, a great celebration and we want to let all the fans know, especially the ones coming from interstate, about our game against Queensland on Sunday,” Victory chief executive Geoff Miles told Fox Sports.
“We got a call yesterday that the ad had been pulled. We understand that the reason was because we are a rival code and the AFL have a discretion to take out any ads that they’re not happy with.”
“We’re disappointed, we’re supporting the Storm this weekend, the (NRL grand final against Brisbane will be live) on the screens at Telstra Dome for all the fans.”
Excellent work Geoff and whoever is advising you!
$100,000 Coverage For Free
So now instead of taking a 5,000 advertisement, Melbourne Victory go to the media and get about $100,000 worth of coverage. For free. And they come out looking like the nice guys.
Loving your work Melbourne Victory.
- tells everyone when the game is
- tells others that his sport supports other codes (and he gives an example)
- make the AFL CEO look like a liar (or at least full of hot air)
A great example of different thinking generating excellent coverage – way more than the costly ad would have.