The Challenge
The Premier League is the most valuable sports rights in the world. As the official broadcaster in Australia, Optus Sport carried the responsibility of doing it justice.
The key objectives were clear:
Drive awareness of the Premier League and its unforgettable moments
Engage existing fans with compelling content that reflects the intensity and drama of the league
And most importantly, convert that attention into new Optus Sport subscribers
In a global content race, the challenge was to stand out and lead the conversation, not just join it.
The Solution
We built a content strategy anchored in real-time relevance, creative risk taking, and audience-first thinking.
Our approach included:
A commitment to being always-on. Not just turning up for match coverage.
Presenting breaking news in a creative way. Due to timezones, Australia will never be first with news, so presenting it in a new engaging way to get through was key.
Owning cultural moments with bold, vertical-first video tailored for TikTok, Instagram Reels, and YouTube Shorts.
Focusing on content beyond live match moments including exclusive interviews, press conferences, compilations, and more.
Constantly experimenting with formats. From humour and nostalgia, to analysis and bite-sized explainers.
Prioritising football storytelling that matters, giving fans a reason to follow Optus Sport beyond just scores and stats.
This wasn’t just content for content’s sake - it was editorially sharp, emotionally resonant, and platform-native.
The Results
Optus Sport solidified its position as an industry leader in football content, delivering record-breaking results across the 2024/25 Premier League season:
1.7 billion video views on Premier League content.
53 million interactions across all social platforms.
Over 22,000 pieces of content created throughout the season.
A significant increase in brand visibility and subscriber interest, driven by compelling creative and always-on coverage.
This approach to social proved that when executed with purpose and passion, content doesn't just support the product - it becomes the product.