News Australia and The Bottle-O launch Match with Mates campaign

News Australia and The Bottle-O have launched Match with Mates, a national campaign running across the footy finals, Big Bash League and Easter.

Developed with Starcom and Publicis Sport & Entertainment Australia, the campaign will run across News Australia properties including SuperCoach, CODE Sports, The Daily Telegraph and news.com.au.

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Campaign targets under-40 sports fans

The campaign targets younger sports fans and will include video content, sponsorships, advertising and on-ground activations.

Independent Brands Australia marketing manager Rebecca Bradley said: “We know 60%* of under-40 fan engagement now happens off the field, in group chats, fantasy leagues and post-match debates. The Bottle-O was built for those moments, and News Australia's reach among sports fans made them the right partner to bring this campaign to life. When mates get together around the game, we want to be the first brand that comes to mind.”

The 60% figure comes from The Growth Distillery’s Sporting Nation 2026 research.

SuperCoach and CODE Sports included

Match with Mates has three components.

The Cooler Codes, a video series produced by The Daily Telegraph, will feature sporting talent discussing the unwritten rules around sharing an esky.

The campaign will also run through SuperCoach NRL and AFL Finals content, vox pops at NRL, AFL and BBL matches, and a CODE Sports series featuring the LA Rams and San Francisco 49ers.

SuperCoach sponsorship, game-day advertising and CODE Sports post-game player ratings will also form part of the campaign.

News Sport Network head of commercial product Genevieve McCulloch said: “Match with Mates doesn't begin at kick-off and it doesn't end when the final siren blows. Fandom is always on, with fans engaging before, during, and long after major games. News Australia sits inside every one of those moments across brands including SuperCoach, CODE Sports, The Daily Telegraph and news.com.au. By bringing content and community together in one place, this campaign puts The Bottle-O exactly where more than 5 million^ young sports fans are most engaged every month.”

The campaign will run during the footy finals in September, the BBL and Christmas period in November and December, and Easter in March.