NFL team Las Vegas Raiders appoints Media33 as strategic agency partner across Australia + NZ
The Las Vegas Raiders has appointed independent Australian media agency Media33 as its strategic agency partner for media planning and buying across Australia and New Zealand, marking an exciting new chapter in the global expansion of the Raiders brand.
The appointment reflects Media33’s growing global footprint in sports and entertainment, and its proven ability to deliver commercially grounded, fan-focused media strategies that connect audiences with the culture, passion, and energy of sport.
The partnership builds on a long-standing collaboration between Media33, led by Executive Director Michael Lambert, and Kristen Banks, Senior Vice President, Marketing for the Las Vegas Raiders and former VP of Marketing of the UFC (Las Vegas). The two have worked together for nearly ten years, driving the growth of global sports properties through meaningful audience connection and authentic storytelling.
“Our partnership with Kristen is built on years of mutual respect and results,” says Lambert. “The trust we’ve built over time is the foundation of how we work together. We’re thrilled to once again collaborate on such an iconic brand, helping bring the Raiders’ spirit and energy to fans across Australia and New Zealand through smart, impactful media strategy and fan-engaging implementations.”
As part of the partnership, Media33 has already played a pivotal role in amplifying the Raiders’ presence across Australia and New Zealand, leading tune-in campaigns and the season kickoff for the 2025 NFL season. The agency is rallying new and existing fans to get involved, focusing on early engagement to build hype and awareness around when and where Raiders games are broadcast each week. Media33’s approach highlights key players, celebrates their achievements and milestones, and channels anticipation leading into game day, driving qualified fans to tune in and get behind the Silver and Black.
To further strengthen the Raiders’ presence in the market, Media33 has also commenced an integrated partnership with Network 7 on their National NFL show, supporting the ongoing growth of the NFL in Australia and creating new opportunities for fan engagement through local broadcast and content integration.
Says Banks: “Throughout our time working together on the UFC, Media33 helped build a powerful connection between the brand and its fans, understanding what truly drives engagement and loyalty in sports. Their deep knowledge of fan behaviour and culture made a significant impact, and I’m excited to partner with them once again as we build a strong and energetic army of Raider Nation fans across Australia and New Zealand.”
Under the new appointment, Media33 will continue to lead media strategy, planning and buying across multiple channels to support the Raiders’ expanding global marketing vision – deepening fan engagement and growing the reach of Raider Nation across the region.
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