Motion Entertainment, WPP’s content and production division, has launched its first original production format in Australia, Footy Shorts, in partnership with the AFL and Foxtel.
The weekly program, which debuted in round 22, is aimed at engaging younger AFL fans aged 5–15. The format combines AFL and AFLW highlights with contributions from Australian football content creators, and is designed for both broadcast and social platforms.
Developed with Fox Sports, Footy Shorts seeks to attract younger audiences in a brand-safe environment by integrating professional players, creators, and fan-led content. The AFL has backed the project, providing advertisers with opportunities to reach families and connect with prominent sporting talent.
Lisa Squillace, Head of Motion Entertainment, said: “We’re thrilled to partner with Foxtel, Kayo and the AFL to bring this show to life. As Motion Entertainment’s first new format production in Australia, Footy Shorts demonstrates how WPP Media is investing and co-creating content to deliver premium content for local audiences.
“This highlights our commitment to working closely with broadcasters and platforms to create premium content that audiences and advertisers can authentically connect with.”
The program will air on Thursday afternoons at 4.30pm, with replays on Fridays at 4.30pm and Saturday mornings, running through to mid-November.
Episodes are available via Kayo Sports’ YouTube channel, Kayo Sports and Foxtel. Short-form segments are also produced for TikTok, Instagram and YouTube Shorts.
Featured guests include current players Patrick Dangerfield, Jeremy Cameron, Nick and Josh Daicos, alongside creators Marmalade, Baseline Footy, Caden MacDonald, Ball Magnets, Cooper Hamilton and Jarra Davis. Fox Footy’s Eddie Betts and Brad Johnson also appear.
Fox Footy General Manager, Michael Neill said: “Footy Shorts offers brands a high-impact way to connect with passionate footy fans in a premium, mobile-first environment.
“With fast, funny and highly shareable content designed for how fans consume sport today, it’s an ideal platform for advertisers looking to tap into the energy of the game and drive real attention in the moments that matter.
“Footy Shorts is an exciting new chapter for Fox Footy, giving us the opportunity to connect with the next generation of fans in a way we never have before.”
The launch follows Motion Entertainment’s establishment in Australia last year and the appointment of Squillace to lead the division. Motion Entertainment operates in more than 35 markets globally and has co-produced more than 2,100 TV series and films in partnership with major talent, networks and platforms.