CODE Sports has launched I Call BS, a fan-participation campaign inviting AFL and NRL supporters to submit the rules, moments, and decisions they believe don’t pass scrutiny, with standout submissions unpacked weekly across its podcast shows.
The campaign, which went live on 15 June 2026, is running nationally across social, out-of-home, TV, radio, editorial, and owned channels. Fans can submit entries at codesports.com.au/icallbs, with the best calls featured on the CODE Sports AFL Show (Wednesdays) and NRL Show (Thursdays).
Fan voice at the centre
Jason Scott, Executive Editor, Sport at News Corp Australia, said the campaign was designed to give supporters a formal outlet for the kind of commentary that already plays out informally.
“Footy fans have been yelling at their TVs for years, and our new campaign gives them a place to be heard – because calling things out is how we lower the BS in sport. We’re not here to sit on the fence,” said Scott.
“I Call BS delivers an engaged, opinionated audience that actively participates every week. It’s an always-on, fan-generated content engine with consistent, growing reach.”
The campaign was created in partnership with News Corp Australia’s in-house creative agency, Roller. The creative uses question-led headlines and user-generated style content to mirror the way footy debates unfold in group chats, on social media, and at the pub.
Roller’s creative approach
Taylor-Lee Selby, General Manager of Roller, said the campaign was intended to deepen the relationship between CODE Sports and its audience.
“This isn’t just about another sports campaign. It has been designed to create a more dynamic relationship between CODE Sports and its sport-loving audience. The creative is deliberately bold and socially native, putting fan voices at the very centre of the campaign,” said Selby.
CODE Sports recorded more than 1.1 million unique visitors in April 2026, according to Ipsos iris April 2026 rankings.