CODE Sports Launches ‘I Call BS’ Campaign to Drive Fan Engagement and Commercial Growth

CODE Sports has officially unveiled a major new fan-focused marketing and commercial strategy with the launch of its national ‘I Call BS’ campaign.

The multi-channel initiative is designed to deeply integrate audience interaction into the publication’s weekly editorial output. Launched today across social media, out-of-home, TV, radio, and internal News Corp Australia channels, the campaign provides a direct commercial vehicle for the sports publisher to capture highly monetisable, high-intent sports audiences.

The strategy initially zeroes in on Australia’s two dominant winter sporting codes, the AFL and NRL, leveraging peak seasonal interest. By capturing user-generated content from passionate supporters, CODE Sports aims to transform traditional sports debates into a recurring content engine. Fan submissions will directly inform and anchor high-profile weekly programming, with selected content being scrutinised by journalists and featured on the CODE Sports AFL Show on Wednesdays and the NRL Show on Thursdays.

Emphasising that the strategic value lies in building a highly interactive, sticky media ecosystem, executive editor of CODE Sports, Sport Jason Scott, said: “Footy fans have been yelling at their TVs for years, and our new campaign gives them a place to be heard – because calling things out is how we lower the BS in sport.”

“We’re not here to sit on the fence, I Call BS delivers an engaged, opinionated audience that actively participates every week.

“It’s an always‑on, fan‑generated content engine with consistent, growing reach,” Scott said.

Highlighting that the campaign’s architecture represents an evolution in how major Australian media brands build consumer relationships, Roller general manager, Taylor-Lee Selby, added:  “This isn’t just about another sports campaign. It has been designed to create a more dynamic relationship between CODE Sports and its sport loving audience.

“The creative is deliberately bold and socially native, putting fan voices at the very centre of the campaign,” Selby said.

The creative assets lean heavily into socially native, question-led headlines that replicate group chats, pub debates, and weekend sports controversies. For commercial partners, this format provides unique, integrated sponsorship opportunities within highly visible, fan-led media segments.

As sports media companies increasingly compete for digital retention, CODE Sports’ investment in a fan-led content loop positions the organisation to capture an authentic, data-rich audience profile that will appeal heavily to national wagering, beverage, and retail advertisers.

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