M&C Saatchi Performance Expands beIN SPORTS Partnership to Boost AUNZ Growth

beIN SPORTS, the global destination for sports news, has extended its partnership with M&C Saatchi Performance to lead its growth efforts in Australia and New Zealand. Building on their successful collaboration in Southeast Asia (SEA), beIN SPORTS aims to increase its reach in the ANZ market by leveraging M&C Saatchi Performance’s data-driven, localised approach to expand beIN SPORTS Connect subscribers.

M&C Saatchi Performance has been a key partner for beIN SPORTS in Southeast Asia, delivering impactful marketing strategies across digital channels, including search, social, and programmatic media. The extension of this partnership to Australia and New Zealand marks a new phase in their collaboration, as beIN SPORTS seeks to bring its premium sports content—such as Serie A, La Liga, Bundesliga, and the Carabao Cup—to even more fans in the region.

"We are thrilled to extend our relationship with beIN SPORTS to Australia and New Zealand and support them on their subscriber growth journey. It’s exciting to help connect passionate audiences to such a top-tier broadcast experience," said Bobbie Gersbach, ANZ director at M&C Saatchi Performance.

As beIN SPORTS expands its presence in Australia and New Zealand, M&C Saatchi Performance will apply an agile and targeted marketing model, adapting data insights from their SEA experience to fit the local nuances of the ANZ sports landscape. The agency will focus on engaging niche, passionate sports fan bases through highly targeted digital strategies.

"With M&C Saatchi Performance’s growth marketing expertise and understanding of regional dynamics, we are confident this partnership will help us effectively connect with sports fans across Australia and New Zealand, increasing subscriptions to beIN SPORTS CONNECT and our channel on Amazon Prime Video," said John Armitage, director of beIN SPORTS Australia and New Zealand.

M&C Saatchi Performance will support beIN SPORTS through a critical period of sports programming, with live football content being a major draw for new subscribers.