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Case Study
Commercial Strategy
Partnership Management

Kennedy Official Timekeeper of the AFL

timekeeper of the afl
timekeeper of the afl

Bastion negotiated and delivered a partnership to make Kennedy the official timekeeper of the AFL and own time across the league.

Commercial Strategy
Partnership Management

Bastion negotiated and delivered a partnership to make Kennedy the official timekeeper of the AFL and own time across the league.

Bastion was able to negotiate a unique and highly targeted partnership that saw Kennedy, a luxury watch and jewellery retailer, ‘own time’ across the AFL ecosystem.
Rather than a standard sporting partnership that centres purely around driving brand awareness or boosting sales, the Kennedy partnership with the AFL was designed with the central theme of owning time in the AFL ecosystem.

To achieve this goal, Bastion Experience negotiated and delivered an agreement that saw Kennedy own various mentions of time and ‘time moments’ across the AFL. The brand was featured across broadcast, signage and digital assets. The agreement covers previously un-owned assets, such as the set shot countdown clock. It also took a creative approach to LED signage, which features a Kennedy branded 5-minute warning in the 2nd and 4th quarters of almost all home and away games, alongside digital integrations across the AFL website and match centre.

Bastion delivered a partnership that makes Kennedy easily recognisable as the official timekeeper of the AFL and, with it, allowed Kennedy to truly own time across the AFL ecosystem.

Plus impressions predicted every year
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The shot clock is one of only two assets that receives national exposure at every AFL venue
Agreements negotiated across the AFL, Broadcast and Signage
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