An advertising concept for a 'Brand with Balls'

Professional sport is a multi-billion dollar business with highly tuned, even higher paid athletes squeezing all the dollars they can from sports created to generate more and more money with every season. But sport is also about the dreams and aspirations of everyday, overweight blokes who bring as much passion, drama and comedy to sport as any team of professionals.

Traditionally brands become the 'official sponsor' or the 'official beverage supplier' or the 'official plastic toy merchandising partner' to an event like the ACB Tour. Traditionally they pay lots of money to get their brand attached to the professional teams, then a lot more on sponsorship advertising to try to beat the clutter of the competing 'official sponsors'.

Alternatively, a brand can be attached to the Australian Tour of the Carribean without taking on the constraints and official sameness of mainstream corporate sponsorship. By taking a step outside of the box, a brand can own a whole new emotional territory… the dreams and passions of everyday, sport loving blokes.

'Playing for Australia' is an entertaining and innovative approach to sports sponsorship. For the corporate partner, it offers the high-profile association to the ACB's tour of the Caribbean without the major expense. It offers the consumer pure entertainment, humility and a unique piece of aspirational adventure and Australian humour.

In a series of televised updates, 'Playing for Australia' follows the trials and tribulations of The Other Carribean Tour - The Abbotsford Anglers vs. The West Indies.

In regular three-minute, funny, ridiculous and highly entertaining segments, the Anglers keep Australia in touch with the flip side of international sport… the human side.

From the pressures of team selection to the on-field dramas of being hopelessly outclassed and intimidated by some very talented, the Angler characters will keep the entertainment rolling with an innovative and very real energy.

The reports will take us behind the scenes of an international cricket tour in a tropical paradise. As well as including updates on official and un-official tour matches, the cameras will show us the dramas and comedy of the world's most self-indulgent cricket team. As the Anglers soak up the sights, sounds and spirits of the reggae infused islands, the locals will be swept up in their infectious sense of humour and occasion.

Three tour matches will be played under full international one-day cricket rules on spectacular cricket grounds against historically powerful clubs in Barbados, Trinidad and St. Vincent. The lower key scratch matches will be organised 'off the cuff' with colourful local teams and could take place anywhere from a school ground to a deserted beach in a poor fishing village.

Loosely based on the adidas 'Road to Sydney' concept, 'Playing for Australia' uses humour and irreverent entertainment as its core proposition, to create quality content for a broadcaster as well as a dynamic marketing vehicle for a brand with the balls to be different.

It's the alternative to the big-bucks corporate sponsorship on the ACB tour, using a humour in the spirit of HG & Roy's 'The Games" and Working Dog's "Frontline". It's the 'Spinal Tap' of cricket tours, where boys and their balls show us what it means to chase your dreams to the other side of the globe and invariably fall hopelessly on their asses.

There are three critical, visible partners in the 'Playing for Australia' concept:

1. The Abbotsford Anglers Cricket Club

2. The Sponsor Product/Brand

3. The Sponsor Network

Twice a week for five weeks, the Sponsor Network will premiere a new three minute episode, either built into it's existing programming (ie. During the live broadcasts of the ACB cricket, during the ACB Tour Updates on 'Sports Tonight', as a segment on a variety program such as 'The Panel' or 'Rove Live') or as a stand alone 'advertisement/entertainment slot.

The key sponsors product and/or service will be incorporated into the episode via logos on playing uniforms and equipment, luggage and even ground signage. There will also be additional subtle product placement, where the players and supporters can be seen using the sponsors brand.

Each episode will be 'brought to you by ' the official sponsor, and their logo and an appropriate tagline will be featured at the end of the update. This tagline could be the brands' existing positioning, or an adapted tagline to reflect the direct involvement with the concept.

ie: This 'Playing for Australia' update proudly brought to you by…

Heineken: No overpaid professional athletes. Just real beer.

VB: You can get it playing for your country.

Puma: Chase your dreams.

Red Stripe: The Caribbean… cold.

Virgin Airlines: Dreams don't need to be expensive.

These partners will be the public face of the concept, the mini-documentary series. The sponsorship will be managed by FMG and behind the scenes, the filming production will be produced and created by BIG MAN WORDS & PICTURES PTY LTD.

10 x 3 minute 'Playing for Australia' TV Updates.
To be broadcast at breaks during the live coverage of the Ashes Test Series (SBS) and/or during the nightly sports updates on the free to air networks (ie. Network 10's Sports Tonight).

1 x 60 minute 'Playing for Australia' TV Special
A retrospective tour special combining the best of the TV Updates as well as the 'uncut' footage from behind the scenes. Possible broadcast on cable TV or free to air as mainstream comedy/travel special.

Internet content 'Playing for Australia' Diaries
As comic content on the key sponsor's website, 'Playing for Australia' would generate daily diary entries, a tour gallery, a link to player profiles including stats and pro-tips from the Angler 'pros'.

For more information please contact Matt Fraser at FMG by email or call (613) 9529 1955.