The NRL has this morning launched an exhilarating 2013 marketing campaign that has players, officials, volunteers and fans at all levels of the game proudly proclaiming that ‘Rugby League’s got a hold on me’.
The most exciting competition in sport has joined forces with the most exciting star in Australian music, the award-winning Jessica Mauboy, to produce a stunning new anthem for the game, a re-mix of the classic Etta James track 'Something's Got a Hold On Me’.
The track, which will be released by Sony Music next week, is the centrepiece of Rugby League’s first ‘whole of game’ brand promotion celebrating the game’s unique power to bring people together and enrich their lives.
From the fun of Under 6s and Coles Backyard League to the skill and power of the Telstra Premiership, the passion of Holden State of Origin and the pride of representing the Kangaroos and Kiwis, everyone who touches the ball is empowered to achieve things they never thought possible.
And it is all perfectly captured in Mauboy’s new high-energy anthem, the first since the game’s iconic Tina Turner soundtracks of the 1990s to feature a female performer and the first in major Australian sport to star an Indigenous artist.
“The NRL is my game, I love it,” says Mauboy, a devoted Cowboys and Queensland Maroons fan.
“Performing two years ago at the NRL Grand Final was a career highlight, so 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.”
Mauboy will tonight team up with one of the game’s biggest stars, Cowboys co-captain and Kangaroos and Maroons playmaker Johnathon Thurston, at Sydney’s The Star to launch the 2013 Telstra Premiership season and the biggest game-wide campaign in Rugby League history.
A series of 30 and 60-second TVCs will be complimented with extensive retail activation, outdoor, press, radio and digital campaigns that have been developed in partnership with award-winning advertising agency MJW and Sony Music Entertainment Australia.
Significantly, the multi-layered campaign design provides for NRL clubs to tailor brand executions for their individual markets, as well as the game’s community programs, which will take fans beyond the sideline and celebrate Rugby League’s partnerships with the Men of League Foundation, Harvey Norman Women In League and other community and charity programs.
The campaign will also feature an Australian sports first innovation, allowing NRL fans the chance to edit their own version of the advertisement to include more footage of their favourite team and players.
Fans can visit NRL.com/2013 to take the editor’s seat and upload their version to their own personal NRL.com page and share with friends via social media.
“There’s an exciting new edge to this year’s campaign which promotes the incredible work of our players in the community, junior registrations, our State Leagues as well as the Telstra Premiership, Origin and international Rugby League,” says NRL General Manager, Marketing and Commercial, Paul Kind.
“It represents what the game stands for and what it means to people everywhere.
“To have Jessica involved, who is so passionate about the game, that’s a really important component and you can see her bring her love of the game into the campaign.”
A full version of ‘Something’s Got A Hold On Me' has also been produced and is available at: Click here with the public able to download the track, providing greater reach and engagement for the campaign.
“The campaign has aligned itself to the game’s strategic plan with particular emphasis placed on showcasing the values of the sport, while continuing to broaden the appeal of the game’s showpiece event, the Telstra Premiership”, MJW’s Advertising Managing Director, Mr Paul McKay, said.
“Jessica Mauboy is the hottest talent in Australian music and her version of ‘Something’s Got A Hold On Me’ captures the essence of what the game brings those that come in contact with it, whilst providing a catchy tune that is sure to have fans of all ages cheering in the stands.
“Whether it be picking up a ball for the first time, or cheering on your team, NRL is a game that gets a hold of you and won’t let go.”