The Approach

We built an always-on editorial model structured around three content streams:

Planned stories — season launches, key fixtures and anniversaries
Anticipated stories — results, records and major signings, pre-planned for multiple outcomes
Reactive moments — breaking news, transfers and managerial changes, delivered in real time

This framework allowed us to be fast, obsessive, and culturally fluent — giving fans content when they wanted to talk football most.

The Impact

77M+ impressions in the first season
250% social audience growth
300K+ engagements and 12M video views on Facebook alone

Crucially, the work shifted fan conversation away from pricing and service issues, and toward the football itself — cementing Optus Sport as a credible Premier League voice in Australia.

Optus Sport — Premier League Social Strategy

When Optus won the rights to the English Premier League, Australian fans were sceptical.
Pricing concerns and the need to switch providers dominated the conversation. Our job was to change that.

We repositioned Optus Sport on social as The Football Insider — a brand that understood the Premier League as deeply as its most devoted fans, and spoke in real time to the moments that mattered.