The Australian Football League (AFL) is one of the most popular sports in Australia, where it is commonly known as ‘footy’. As Australia’s home-grown football code it’s tightly woven into the fabric of culture and deeply embedded in the nation’s consciousness. As a major sponsor of the AFL for over 10 years, the National Australia Bank (NAB) has forged a trusted relationship with the footy community. But as digital technology began to transform the fan’s relationship with the game, NAB recognized it had to evolve its own relationship with footy. At the start of the 2013 season NAB set out on a unique mission to ‘Footify Australia;’ the cornerstone of which was ‘FootifyFM’ – an ambitious plan to live-stream commentary of the end-of-season Grand Final in 10 languages. Through a well-orchestrated online content strategy, which included online advertising to drive awareness of the campaign, long-form video content, photos and social updates to build engagement, and online radio broadcasts to live-stream the commentary, we achieved over 40,000 streams of the commentary from over 25 countries.