Football is the biggest global sport with the world’s highest profile players and competitions, and the planet’s biggest event the FIFA World Cup.

Football is Australia’s #1 club-based participation sport.

It’s a boom time for football in Australia, with generational interest at an all time high. No other sport in Australia is as prepared to become the largest and most popular sport.

A bold rebranding and repositioning unites the sport’s governing body Football Federation Australia (FFA) the leagues, the National Teams, and all of football under one monolithic banner.

It needed to positively differentiate football from the other Australian sporting codes, grow awareness amongst the general population and allow the existing club brands to shine.

Our biggest challenge was to differentiate the code from other sporting codes in Australia and discover what truly sets football apart.

This was distilled down into three areas that defined football’s unique values and points of difference:

Atmosphere: games are electric and entertaining

Diversity: football is for everyone

Unity: a truly global game

These three differentiators and the brand idea “The Unlimited Game” are at the heart of the new identity.

Fundamentally, to represent the football code in Australia, we needed the brand to reflect the games’ energy and diversity; and hero its colourful and passionate atmosphere at the stadiums.