Australian Professional Leagues Appoints R/GA as Lead Agency

Following a competitive pitch, Australian Professional Leagues (APL) has appointed R/GA Australia as its lead agency partner. APL, formed in 2021, is responsible for the operation, commercialisation and marketing of professional football in Australia, including the  A-League, W-League, Y-League and e-League. R/GA will work closely with APL to help them realise their fan engagement and growth ambitions as they set their sights on re-energising the Australian game.

“We are thrilled to be working with APL. They have the most exciting sports product in the country with unlimited potential. We can’t wait to help them realise that potential by re-inventing the professional football brand and experience in Australia,” said Michael Titshall, VP & managing director, R/GA Australia.  

After conducting a thorough tender process, involving agencies in both Australia and the UK, Rob Nolan, director marketing and data, APL said: “We have an ambitious vision, and R/GA are the perfect partner to help us realise it. Football in Australia has unbelievable potential, and we need the right people on the journey to unleash that potential and deliver the future the game deserves.”

Ben Miles, ECD, brand design and consulting, R/GA APAC added: “From the outset it was clear that APL had big ambitions for the future. We couldn’t be more excited to partner with them as they look to innovate by bringing together brand, experience, technology and marketing. We’re ready to push go and reimagine football in Australia.”

APL joins a roster of R/GA Australia clients, which includes Australian Ethical, Google, Uber, Nike, Kimberly-Clark, Toyota, Slack, among others.