UC Capitals and Supercurious Extend Strategic Creative Partnership

The UC Capitals have announced a two-season extension of their strategic and creative partnership with Canberra-based agency Supercurious.

The collaboration, which has been in place since the 2018/19 WNBL season, will continue to drive the club’s brand identity and fan engagement through the 2027/28 season.

By retaining a long-term creative partner, the club ensures consistency in its visual storytelling and digital presence at a time of significant growth for the WNBL.

Praising the agency’s ability to execute complex brand strategies, UC Capitals executive general manager, Christy Collier-Hill, said: “They’ve been instrumental in helping define who we are as a club, not just visually but in how we connect with our community.”

“Having Supercurious alongside us gives us the confidence to keep evolving, keep innovating, and keep raising the bar,” Collier-Hill said.

Supercurious has been responsible for several high-impact activations that have defined the Capitals’ modern era, including the club’s acclaimed game-day opener videos.

Strategic Growth in Women’s Sport

The extension comes as the Capitals look to capitalise on the rising commercial interest in women’s professional sport in Australia.

Managing director of Supercurious, Warren Apps, noted that the Capitals continue to “set the standard” for how sporting brands should interact with their audience.

“Our partnership is grounded in a shared belief in the power of storytelling and the importance of creating genuine connections with fans.”

“There’s a real energy around where the Capitals are heading, and we’re proud to play a role in bringing that to life,” Apps stated. 

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