beIN SPORTS taps M&C Saatchi Performance for expansion into New Zealand and Australia

beIN SPORTS, a global destination for sports news, has extended its partnership with M&C Saatchi Performance to lead its growth efforts in New Zealand and Australia.

Building on the success of their collaboration in Southeast Asia (SEA), beIN SPORTS is poised to further its reach in the ANZ market, with M&C Saatchi Performance leveraging a data-driven, localised approach to expand beIN SPORTS Connect subscribers.

M&C Saatchi Performance has been a critical partner for beIN SPORTS in Southeast Asia, helping drive impactful marketing strategies across multiple digital channels, including search, social, and programmatic media.

The extension of this partnership to New Zealand and Australia marks a new phase of collaboration as beIN SPORTS seeks to bring its premium sports content, including Serie A, La Liga, Bundesliga, and the Carabao Cup, to even more fans in the region.

Says Bobbie Gersbach, ANZ director at M&C Saatchi Performance: “We are delighted to extend our relationship with beIN SPORTS to Australia and New Zealand, and we look forward to supporting beIN SPORTS in their subscriber growth journey. It’s exciting to play a part in connecting passionate audiences to such a great broadcast experience.”

As beIN SPORTS expands its presence in the ANZ market, M&C Saatchi Performance will implement an agile and targeted marketing model, applying data and learnings from its SEA work while adapting to the local nuances of the New Zealand and Australian sports landscapes. The agency will focus on identifying and engaging niche yet passionate sports fan bases through highly targeted digital media strategies.

Says John Armitage, director of beIN SPORTS Australia and New Zealand: “With M&C Saatchi Performance’s expertise in growth marketing and their deep understanding of the regional dynamics, we are confident that this partnership will enable us to effectively connect with sports fans across Australia and New Zealand, driving increased subscriptions to beIN SPORTS CONNECT and the beIN SPORTS channel on Amazon Prime Video.”

M&C Saatchi Performance will support beIN SPORTS in optimising its marketing efforts during a critical period of sports programming, with live football content being a major draw for subscribers.