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Jess Mauboy and Sony Sign On with NRL

NRL.com Sat, Feb 09, 2013 - 11:10 AM

Jess Mauboy and Sony Sign On with NRL Copyright: NRL

The NRL today announced an exciting marketing partnership with award-winning artist Jessica Mauboy and Sony Music Australia.

Mauboy, who will be the headline act and sing the anthem at the Harvey Norman Rugby League All Stars at Brisbane’s Suncorp Stadium tonight, will also play a starring role in the NRL:’s new campaign which will be unveiled later this month ahead of the 2013 Telstra Premiership season kicking-off on March 7.

The multi award-winning 22-year-old singer, songwriter, actress has recorded Rugby League’s new anthem for the 2013 marketing campaign which will have existing and new fans excited about what the game has to offer at all levels.

“NRL is MY game … I love it,” said Mauboy, who is a devoted Cowboys and Queensland Maroons fan.

“Performing two years ago at the NRL Grand Final was a career highlight; so to be chosen to be part of the advertising campaign for the season is incredibly special.

“I find the spirit of the players and the NRL to be inspiring and I am really proud to be part of Sony’s association with the game.”

NRL General Manager of Marketing and Commercial, Mr Paul Kind, said Mauboy’s passion and love of the game made her a perfect fit for the new campaign which will showcase the game from junior participation to the weekly excitement of the Telstra Premiership.

“As a consequence of the new broadcast partnerships, the NRL has access to a significantly more media advertising than the game has had before and this provides an opportunity to promote a wide range of key areas,” Mr Kind said.

'In order to promote our community programs, our junior registrations as well as build excitement for Premiership, Origin and International Rugby League we needed to take our marketing approach in a new direction and the partnership with Sony and Jessica will allow us to achieve that.

Mr Kind said he is excited about the new campaign - produced in partnership with Sony Music Entertainment Australia and Mauboy - which will reflect that goal when it is unveiled later this month.

“To have an association with the country’s leading music company and Australia’s leading female artist is a great coup for Rugby League. Jessica is without question the hottest artist in the country at the moment,” said Mr Kind.

Chairman and CEO Sony Music Australia and New Zealand and President, Asia, Mr Denis Handlin AM, said: “Sony Music has had a long and outstanding relationship with the NRL over many years.

“I am extremely proud that Jessica Mauboy and Sony Music have formed a brilliant partnership for this year’s exciting marketing campaign.

“I know this will be part of a wonderful season that will create plenty of enjoyment for the fans.”

“We have a responsibility in 2012 to retain all of our existing fans, but just as importantly, with the increased advertising investment, attract new fans to the game and build awareness for the incredible work our players, Clubs and State Leagues do in the community.”