Special K AFLW Sponsorship and Leverage Program
Special K sponsor the AFL Women's as part of an ongoing strategy to empower women and girls. The team came to us seeking to attain more value and leverage the sponsorship to its full potential. We renegotiated the contract, securing additional media value across both AFLW and Channel 7 platforms, as well as creating the Special K Play of the Day, a distinctive asset within the broadcast that reminded viewers of the partnership and Special K's mission to support strong women. A co-created content model is due to launch during the AFLW off-season to continue to build on the in-season success.