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No Hayne, No Gain

Five stakeholders who are already profiting from Jarryd Hayne’s NFL success.

The bet on Australia’s boy wonder from down under, Jarryd Hayne, is starting to pay some serious dividends for the San Francisco 49ers, the NFL and a multitude of other NFL stakeholders.

Before the kid from Minto decided to swap out the Steeden for the Wilson, curiosity around the NFL in Australia was already on the rise. However, here at Reload Media we’ve been tracking the explosion of interest in the sport when looking at 10+ year Google Search trends on the term ‘NFL’ in Australia:

Fig. 1 – Search trends in Australia on the term ‘NFL’ since 2004.

Whether it’s a fad or a trend, one thing is for sure – the NFL have gained some serious momentum in Australia thanks to Jarryd Hayne.

So how are some key stakeholders making the most of Jarryd Hayne’s success?

Let’s look at five clever ways organisations at home and aboard are jumping aboard the ‘Hayne Money Train’:

1. Targeting Aussie Searchers

With reports of Jarryd Hayne jerseys selling like hotcakes over in the states, it’s no surprise that the NFL have jumped on Australia’s new, insatiable appetite for Jarryd Hayne merchandise.

The NFL have purchased search engine advertising on terms like ‘Jarryd Hayne Jersey’ and ‘Jarryd Hayne Jerseys’ to help fuel the sales rush. Smart.

Jarryd Hayne Jerseys
Other retailers such as Shop49ers.com and Fanatics.com have also followed suit in this area. With estimates that San Francisco 49ers merchandise will increase by over 1000%, it’s highly likely that this search engine advertising is absolutely helping the NFL and other stakeholders achieve these incredible numbers.

2. Targeting Aussie Apple Device Owners

Apple device owners who’ve logged into their App store recently may have also noticed this clever marketing play the NFL have executed down under:

NFL Game Pass Australia
The NFL have customised their ‘NFL Game Pass’ promotional material around Jarryd Hayne within the Australian Apple App store. Understanding that there will be a lot of Aussies clamouring to watch this ‘movie plot’ unfold, the NFL are pushing their live streaming and catch up TV service to the Australian market as a solution (starting at $129.99 USD for just the 49ers season). Brilliant.

3. Madden 2016 Video Game Sales

Perhaps one of the most creative leverage opportunities has come from the team over at Electronic Arts who have, very quickly, been able to integrate Jarryd Hayne into their 2016 edition of their immensely popular Madden NFL franchise.

Jarryd Hayne Madden 16
It’s no secret that Jarryd Hayne’s fairytale story includes multiple testaments by Hayne himself regarding how he learned certain nuances of the sport via his Playstation over the years.  These revelations were pure marketing gold for EA Sports and they are certainly making the most of it!

4. Triple M ‘Hayne Plane’ Promotion

The Triple M Hot Breakfast team have just wrapped up a promotion centered around sending some lucky listeners over to San Francisco to watch Jarryd Hayne’s first regular season game for the 49ers.

Hayne Plane
The rugby league centric station have used the hype around Jarryd Hayne to engage their listeners and keep them glued to the station.

5. Broadcasting Rights

7matelogo2012
Channel 7, who already held some Australian broadcasting rights for the NFL, have acted swiftly in securing the majority of regular season 49ers games for free-to-air viewing. Advertisers will be licking their lips to get a piece of what’s sure to be an absolute rating boon for 7mate this year.

Well played Channel 7. Well played!

Is there anyone else you can think of that are already profiting from Jarryd Hayne’s incredible success?

Let us know in the comments section below!

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Paul Goldston

Digital Creative Director

As Digital Creative Director at Reload Media, Paul looks after digital campaign ideation, product diversification, Reload Media's marketing activity, internal education and basically everything and anything digital. Coming from a background in performance marketing (as Reload's very first full-time PPC consultant back in 2009), Paul confidently balances high-level creative thinking with data-driven campaign performance. Paul is, in his words “obsessed with providing market leading customer service and helping our internal teams to deliver genuine business impact for all of Reload Media’s clients”.