News Australia and The Bottle-O Launch National “Match with Mates” Campaign Across Major Sporting Properties

News Australia has teamed up with retail liquor brand The Bottle-O, alongside agency partners Starcom and Publicis Sport & Entertainment Australia, to launch a commercial campaign titled “Match with Mates“.

Spanning the footy finals, the Big Bash League, Christmas, and Easter, the initiative leverages News Australia’s prominent digital and print properties, including SuperCoach, CODE Sports, The Daily Telegraph, and news.com.au, to connect with younger demographics across the country.

The campaign aims to capture off-field fan engagement by integrating digital video content, high-profile sponsorships, gameday advertising, and on-ground activations.

Independent Brands Australia marketing manager, Rebecca Bradley, explained the consumer insights driving the partnership.

“We know 60%* of under-40 fan engagement now happens off the field, in group chats, fantasy leagues and post-match debates.”

“The Bottle-O was built for those moments, and News Australia’s reach among sports fans made them the right partner to bring this campaign to life.

“When mates get together around the game, we want to be the first brand that comes to mind,” Bradley said.

News Sport Network head of commercial product, Genevieve McCulloch, highlighted how the partnership captures continuous fan attention throughout the sporting calendar.

“Match with Mates doesn’t begin at kick-off and it doesn’t end when the final siren blows.”

“Fandom is always on, with fans engaging before, during, and long after major games.

“News Australia sits inside every one of those moments across brands including SuperCoach, CODE Sports, The Daily Telegraph and news.com.au.

“By bringing content and community together in one place, this campaign puts The Bottle-O exactly where more than 5 million^ young sports fans are most engaged every month,” McCulloch said.

The campaign incorporates several distinct touchpoints, featuring a custom video series titled The Cooler Codes produced by The Daily Telegraph to explore the unwritten social etiquette of sharing drinks during sports viewing.

Additional components include SuperCoach NRL and AFL finals integrations, live match-day vox pops, CODE Sports player ratings, and specialised international content featuring the NFL’s LA Rams and San Francisco 49ers.

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