in Sport

May 23, 2017

#ThanksCoach Gemba Website


There are so many people to thank for making the game of Australian Rules football great; the star players, the big-name coaches, the legends, the rookies, the mad-for-it fans… But one group is often forgotten in all the hype, a group who form the very bedrock of the game: the local footy coach.

So this year Foxtel and the AFL Coaches Association have teamed up to say ‘#ThanksCoach’ to all the grassroots football coaches around Australia who make the game what it is today.

In an integrated campaign developed by Gemba, Foxtel is encouraging local footy players to express their gratitude for all the tireless work that their coaches put in week-in, week-out. Leveraging the AFLCA and their high profile talent, Gemba have produced a TV, PR and social media campaign that kick-starts the conversation and drives community involvement. eDM communications to more than 47,000 coaches around the country also help get the concept rolling.

AFL Coaches Association CEO Mark Brayshaw is a passionate advocate of the new Foxtel #ThanksCoach program… “When a senior AFL coach gets a player on their list, that player isn’t a ‘blank canvas’; they come with a level of fitness, they know how to run and kick, they have skills, a work ethic and a love of the game. This is thanks to the coaches who came before them. Without the thousands of grassroots coaches out there, football players wouldn’t get guided, nurtured and developed into quality athletes and people. That’s why the AFL Coaches Association are delighted to throw their support behind the #ThanksCoach campaign.”

Gemba has also developed a unique experiential element to bring the sponsorship to life.  Foxtel and the AFLCA are giving hundreds of community coaches around Australia the chance to win a spot in a ‘#ThanksCoach Masterclass’ The brand new and exclusive program will see local and junior coaches learn from some of the best in the business. Each Masterclass will cover everything from skills and drills to mentorship, and is designed to educate and inspire local coaches to keep encouraging and developing the AFL stars of tomorrow. There are 60 places at each of the 10 Masterclasses, meaning 600 lucky coaches will get the opportunity to raise their own game. John Longmire, Brendon Bolton, Alastair Clarkson and Leon Cameron are just a few of the big names involved. The best part? It’s free to participate, and it’s a powerful way to say ‘thanks’ to coaches all over Australia for all their hard work and dedication.

If you know a coach who deserves this amazing opportunity, jump online and nominate them today.

At the end of the Masterclass season, a select group of coaches will receive the ultimate coaching reward; ‘The Coach Trip of a Lifetime.’ This money-can’t-buy experience will see deserving local coaches travel to Melbourne for an unprecedented AFL Grand Final package and incredible access to AFL Coaches Association members.

You can show your appreciation for your coach on social media using #ThanksCoach or to find out more, visit

#ThanksCoach CTA Lock Up


Client: Foxtel

Director of Marketing Operations & Media: Justin Robinson

General Manager – Sports Partnerships: Leah O’Gorman

Head of Sports Marketing: Christopher Boyd


Partner: AFL Coaches Association

CEO: Mark Brayshaw


Agency: Gemba

Director and Head of Marketing: Andrew Condon

Executive Creative Director: Boyd Hicklin

Concept: Mal Chambers & Brent Liebenburg

Snr Creative: David Smith

Art Director: Parisa Rezaei-Abyaneh

Copywriters: David Smith & Boyd Hicklin

Graphic Designer: Felix Jong

Head of Client Services: Clare Stewart-Hunter

Account Manager: Rachel Milliken

Account Executive: Amelia Faulkner

Agency Producer: Jonno Durrant


Video Production: The Woolshed Co.

Director: Richard Hughes

Executive Producer: Dave Christison

Producer: Paddy Mithen

Director of Photography: Ben Blennerhasset

Camera Dept: Anthony Salpietro

Editor: Clinton Madden