Specsavers is bringing its iconic “Should’ve gone to Specsavers” campaign to netball, announcing a new integrated partnership with Foxtel Media for the 2026 season.
The campaign will debut during Round 6 of the Suncorp Super Netball season, airing across Kayo Sports and Foxtel Netball broadcasts.
From courts to screens
Developed by Foxtel’s in-house creative agency BALBOA, the campaign features two TVCs built around humorous, relatable netball scenarios.
The spots star players from NSW Swifts and GIANTS Netball, showcasing on-court mix-ups caused by poor vision, from mistaken pep talks to wardrobe confusion.
Expanding women’s sport investment
The new deal builds on Specsavers’ existing partnership with the NSW Swifts in 2025, now extending to GIANTS Netball and a broader national audience.
Head of Marketing Awareness and Consideration Anri McHugh said the partnership strengthens the brand’s connection with fans while reinforcing its health message.
“We’re excited to deepen our involvement in netball and connect with more fans nationwide… while delivering a relatable reminder of the importance of eye health,” she said.
Driving fan engagement
The campaign will run across broadcast and streaming, supported by social content, billboards and in-game integrations designed to maximise reach and engagement.
Tracey Scott said the collaboration highlights the personalities within the sport.
“This is a really fun campaign which showcases the wonderful role models we have in both teams… and works from both a fan engagement and brand perspective,” she said.
Media and production partners
The partnership was negotiated and bought by EssenceMediacom, with the campaign running across Foxtel platforms for the remainder of the season.
Group Director Remona Salem said the integration enhances the viewing experience.
“By integrating Specsavers across Kayo Sports and Foxtel platforms, we deepen the connection between the brand, the sport and its community,” she said.
BALBOA Head of Creative Ad Sales Jan Schutte added the campaign was designed to bring the brand’s tone to netball audiences in an entertaining way.
Credits:
Specsavers ANZ
Dominic Savill, Trading Director Specsavers ANZ
Shaun Briggs, Director of Marketing Customer Attraction, Specsavers ANZ
Anri McHugh, Head Marketing Awareness & Consideration
Jeva Lloyd-Besson, Marketing Manager Awareness & Consideration,
Foxtel & BALBOA:
Jan Schutte, Head of Creative – Ad Sales
Natalie Speer, Senior Production Manager
Bradley Conomy, Director of Photography
Bridget Watt, Production Coordinator
Conrad Terpens, Senior Creative – Ad Sales
Daniel Nunan, Copywriter
Mia Wolczak, BTS Director
WPP Media brand EssenceMediacom
Remona Salem, Group Director – Implementation & Activation
Maddison Jones, Associate Director – Implementation & Activation
Anthony O’Callaghan, Head of Investment
Matt Ridsdale, Client Partner
Andrew Mudgway, Managing Client Partner
Main image: Specsavers