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News Corp Australia:
The Clubroom Corporate Marquee

Top-class, exclusive experience for corporate guests at the AFL Grand Final

As an annual sponsor of the September Club – the official premium Corporate Partner hospitality venue for the AFL Grand Final – News Corp Australia (NCA) needed help to make its marquee the hottest place-to-be. Bringing together subsidiaries Fox Sport and REA Group, the media company called on Because to deliver an unforgettable corporate event.


The September Club is a highly competitive environment. With 14 other marquees to outshine, NCA had to impress guests from the start and give them a reason to return. FOMO had been lacking in previous years, with many using their NCA invite as a way in to then disappear into other marquees.

We gave NCA’s guests the full VIP treatment from the moment they touched down in Melbourne, including their travel, hotel and match-day experience. We created an easy-to-use Club Room app with a map to help visitors navigate the venue, a detailed itinerary, and an augmented reality table footy game. Presenters Sarah Jones and Yvonne Sampson from Fox Sports reported live from the marquee, with Sarah MC’ing a star-studded panel of journalists and sports presenters. Our high profile guests included sporting celebrities and current and ex-Olympians. We also offered attendees a host of highly-entertaining activities, including a green screen photo opportunity (putting them at the heart of the on-pitch action), a Bathurst race car experience and a pamper station. To tickle the taste buds, trendy entrees were served up: roaming oyster shuckers, espresso martinis on tap and post-match cocktails. All enjoyed in the opulence of the Club Room, of course: the ultimate sports entertainment hub.

guests attended pre- and post-match
of guests participated in our AR table footy game
reached with green screen social and SMS photo shares