Thirsty Camel is continuing to make bold moves in the Australian footy space, ramping up its presence across both the AFL and NRL for the 2025 season.
With a 25 per cent increase in LED signage across major games, combined with new national radio partnerships, the brand is significantly amplifying its reach and visibility among key footy audiences.
For the 2025 season, Thirsty Camel is increasing its game day presence with LED signage featured at 38 major footy matches, including 34 AFL games and four NRL games. This expansion is a strategic step up from last year, ensuring the brand maintains a strong, consistent presence at the highest profile matches in both codes.
The signage will showcase a variety of creatives throughout different stadiums, including Thirsty Camel’s partnerships with Hard Rated and Hahn, as well as standalone brand messaging.
“Our LED signage continues to kick goals for us, keeping Thirsty Camel integrated with one of Australia’s favourite pastimes, watching the footy. Partnering with Triple M takes it further – amplifying our message and firing up listener engagement through crowd favourites like Billy’s Quiz,” said Lisa O’Donovan, National Marketing Manager for Thirsty Camel.
Boosting national reach through radio
Thirsty Camel is tapping into a powerful new avenue with its sponsorship of two of Triple M’s flagship footy programs – Saturday Rub for AFL and Saturday Scrum for NRL. These shows are syndicated across 41 markets, including major cities like Melbourne, Adelaide, Perth, Sydney, and Brisbane, ensuring Thirsty Camel’s brand message reaches millions of listeners each week.
Triple M’s AFL coverage continues to draw strong audience numbers, with an average of 718,000 listeners tuning in to the network’s AFL broadcasts across Melbourne, Adelaide, and Perth each weekend. The program attracts a coveted demographic of listeners aged 25–54, which aligns perfectly with Thirsty Camel’s target market.
For NRL, the Saturday Scrum show is equally influential, with an audience across Sydney, Brisbane, and key regional markets. Hosted by Tony Squires and featuring footy experts like Ryan Girdler and Wade Graham, this show offers Thirsty Camel another prime opportunity to connect with the NRL community.
In addition to the radio sponsorships, Thirsty Camel is bringing an interactive element to its footy campaign with the Billy’s Quiz segment on the AFL Saturday Rub. Each week, listeners are given the chance to win a $250 Thirsty Camel voucher – incentivising engagement and driving foot traffic into stores.
This integration of radio sponsorships with retail-focused promotions not only boosts brand awareness but also encourages listeners to act, visiting Thirsty Camel stores to redeem their prizes. It’s a smart way to bridge the gap between media exposure and in-store sales.
Thirsty Camel’s increased investment in both AFL and NRL this season represents a strong commitment to the footy category. With a broader presence in both live game signage and radio, the brand is ensuring it reaches fans at every touchpoint, from the stadium to the car, and even at home with podcasts and online streams.
This comprehensive strategy underscores Thirsty Camel’s focus on driving brand visibility and consumer engagement throughout the 2025 footy season. By capitalising on multiple media platforms and maintaining consistent messaging, Thirsty Camel is positioning itself as a key player in the Australian sports and liquor retail landscape.