Fairfax Media launches Ultimate Footy

February 4, 2013

February 4, 2013: Fairfax Metro Media has partnered with TAC to launch AFL fantasy football website, Ultimate Footy – www.ultimatefooty.com.au – following its purchase in September 2012.

The Ultimate Footy website is part of the portfolio of sport brands that sit under The Age and the other Fairfax Metro Media Mastheads. The site targets men aged 15-50, with a focus on AFL states – Victoria, Western Australia and South Australia.

The only site to offer category-based scoring, Ultimate Footy is the longest running and most popular draft-based fantasy AFL game in Australia. Competing sites are expected to move to this increasingly popular format by launching new draft games this year.

The main features of Ultimate Footy include:

  • Draft-based game where no two teams are alike
  • Multiple and customisable scoring systems
  • Flexible squad, league sizes and more – almost all setting are customisable

Victoria’s Transport Accident Commission (TAC) is the official launch partner for Ultimate Footy. The TAC will receive brand exposure throughout the promotional campaign used to advertise the Ultimate Footy site. TAC is also sponsoring the Ultimate Footy Draft Guide that will be published in The Saturday Age to explain to consumers the best way to pick their teams.

TAC Chief Executive Officer, Janet Dore said “The TAC is pleased to be the official launch partner for Ultimate Footy. It provides us with a great opportunity to engage with young male drivers who are four times more likely to have an accident compared to other drivers. This partnership means that the TAC’s road safety messages will have high exposure to footy fans visiting the Ultimate Footy site.”

The launch campaign will run across print, online, mobile and radio between February and April, representing a significant investment for Fairfax Metro Media. A mobile app will also be created for Ultimate Footy.

“There is a big appetite for draft-based fantasy football games and the launch of Ultimate Footy is a key step in our strategy to reinvigorate our sports brands and build on the incredible strength of our editorial coverage,” said Sigrid Kirk, Chief Product Officer at Fairfax Media.

Fairfax Metro Media National Sales Director, Paul Sigaloff, said the company saw the potential in the draft-based fantasy football gaming area and moved quickly to secure a market-leading position.

“Ultimate Footy will attract loyal regular users who are highly engaged with sport. This will allow us to capitalise commercially on the growing draft-based fantasy sports game market, in terms of traffic and sponsorship opportunities,” Sigaloff said.

Watch the Ultimate Footy video on YouTube.

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About Fairfax Media
Fairfax Media is a leading Australasian media company with metropolitan, rural and regional publications and websites across Australia and New Zealand. Fairfax Media publishes the highly respected metropolitan publications The Sydney Morning Herald and The Age along with Australia’s leading online news websites smh.com.au, theage.com.au, Brisbanetimes.com.au and WAtoday.com.au. Other niche websites include the popular parenting website Essentialbaby.com.au and the youth site TheVine.com.au. The company has a large stable of successful websites in key vertical markets including RSVP.com.au, Stayz.com.au, InvestSmart.com.au, OMG, Australian Property Monitors, Commerce Australia, TenderLink and the recently acquired Occupancy. Fairfax Media also has a strong classified advertising business with print and online publications including: Drive, MyCareer, and Domain.

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