On 8 November AFLW launched a new vodcast called ‘The Inside Game’ sponsored by John West Protein+ hosted by Hawthorn Football Club’s first-ever AFLW coach Bec Goddard.
Each week the vodcast will take listeners/viewers/fans behind the scenes of the AFLW and the AFL with a focus on high-performance experts giving their insights – including club dieticians, strength and conditioning coaches and mindset coaches – into how they help players perform at their peak.
The podcast series was promoted by the league, the sponsor, the host, some of the league clubs and by some of those appearing on the show.
Part ✌️ of @BecGoddard22's chat with Suzie Rhydderch on The Inside Game is here, with the @sydneyswans clinical psychologist providing tips on regaining motivation.
Watch the complete episode, fuelled by the John West Protein+ range now: https://t.co/O7c4Rvg5dS#AFLW pic.twitter.com/8oERAQXtZj
— AFL Women's (@aflwomens) November 8, 2021
In this episode of The Inside Game, @BecGoddard22 and @sydneyswans clinical psychologist Suzie Rhydderch discuss how players navigate the rollercoaster ride that is sport, fuelled by the John West Protein+ range
WATCH now: https://t.co/lZxYLyaxjC#FuelledByJohnWestProtein+ pic.twitter.com/4UJNcHrpbA
— AFL Women's (@aflwomens) November 7, 2021
Running in parallel with the new vodcast series, four AFLW players will create TikTok and Snapchat content showcasing cans of John West Protein+ tuna in their training deals.
The stars creating the sponsor content are Adelaide Crows Football Club player, Ebony Mairnoff, Melbourne Football Club player Lily Mithen, Western Bulldogs Football Club player Hannah Scott, and Geelong Football Club player Meg McDonald and all will also take part in the content series.
The John West Protein+ sponsorship of ‘The Inside Game’ was facilitated by OMD Create’s sports partnerships division with OMD Melbourne and Wunderman Thompson producing the owned creative channel.
“We wanted to educate people about the health benefits of the John West Protein+ range so aligning with the elite sport of AFLW, and the people that help the players perform at their best, was a natural fit,” explained OMD Create Director of Sport Partnerships Charlotte Fetherston-Godley.
AFL Head of Marketing and Content Julian Dunne added: “Our video and podcast portfolio continues to grow at a rapid rate, providing exceptional new opportunities to connect brands with an incredibly passionate and engaged fan base. It is exciting to have John West Protein+ get behind our game to promote their new range.”
At AFL Media the team working on the initiative was Jay Mueller (Managing Editor, AFL), Natalie Edwards (Managing Editor, AFLW), Kelli O’Reilly (Commercial Implementation Manager), Sophie Welsh (Digital Producer), Adam Goldfinch (Video Content Manager), Jourdan Canil (Social Producer), Alex Cottier (Senior Video Editor),
Aaron Pereira (Content Creator), John Robinson (Motion GFX), Zoe Caracatsanoudis (Graphic Designer), PJ Smith (Graphic Designer) and Tyson Densley (Managing Editor Social).
The John West team at Simplot Australia behind the sponsorship was led by Katie Saunders (GM Marketing), Leanne Pearce (Head of Brand, Communications & Digital), Tom Peek (Marketing Manager, Seafood) and Kristy Webster (Senior Brand Manager, Chilled & Shelf Seafood), plus Jessica Johnson (Marketing Communications Manager).
The team working on the project at OMD Australia included Mandie Gilchrist (Business Director), Camilla Wallace (Account Director), Michael Gregory (Account Manager), Aaron Miller (National Director of Sport Partnerships) and Charlotte Fetherston-Godley (Director, Sport Partnerships).
While the group at Wunderman Thompson was led by Louise Rutherford (Group Engagement Lead), Zorana Dodos (Engagement Lead), Joe Hawkins (Creative Director), Chris Buchanan (Senior Copywriter), Simon Fleming (Senior Art Director), AFL Commercial, Digital Strategy and Sales), Madeline Gibellini (Digital Sales Executive), Chris Birch (Digital Sales Lead) and Kathryn Barrow (Digital Integration Lead).
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