The Challenge
The FIFA Women’s World Cup 2023 was one of the most-watched sporting events in Australian history, capturing the attention of a nationwide audience.
With matches held across the country, Optus Sport faced the challenge of tapping into the energy and passion within local communities, engaging new audiences in real-time, and showcasing that excitement across social platforms in a fresh, dynamic way.
The Solution
We launched Optus Sport: On The Road - a YouTube live show broadcast from different locations around Australia on every match day throughout the tournament.
Hosted by Adamo De Nigris and Michelle Escobar, the show delivered a fun, fast-paced, and fan-first look at the World Cup. From breaking news (including Sam Kerr’s dramatic calf injury) to viral challenges, fan interaction, expert analysis, and light-hearted banter - every episode captured the spirit of the tournament.
Episodes were filmed in vibrant, unpredictable settings - from outside stadiums and packed sports bars to German beer halls - ensuring each show felt unique and closely tied to the local matchday atmosphere.
We also partnered with TikTok to deliver multiple exclusive TikTok LIVE streams during key tournament moments, extending our reach to a younger, mobile-first audience and complementing the YouTube series with platform-native content.
The Results
30+ live shows were streamed across YouTube and TikTok throughout the tournament.
500,000+ views on YouTube, with peak episodes attracting 1,000+ concurrent viewers.
Millions of views on TikTok LIVE, with additional content amplified via Spark Ads to maximise reach and engagement.
The series successfully blended real-time fan energy with premium live production - cementing Optus Sport’s role as the digital destination for FIFA Women’s World Cup content in Australia.