Jameson Irish Whiskey rewards AFL fans who used ‘leaked’ Kayo SPORTS code in stunt via 2045

Jameson Irish Whiskey’s latest campaign, Jameson Ultra Access, created by 2045, turned a viral prank from Dan Does Footy into a Jameson reward of two months’ ‘Ultra’ Kayo SPORTS Access for AFL fans.

Jameson Irish Whiskey and Kayo SPORTS have come together for Jameson Ultra Access, an unprecedented partnership to give footy fans more access to their favourite game. A campaign that saw AFL fans turn a viral prank into a Jameson reward of two months’ Kayo SPORTS access for eligible new and returning customers.

The campaign continues Jameson’s in-season partnership with Dan Gorringe, following the Ultra Kicking Challenge, which generated 23.5 million views earlier this year. A continuation of Jameson’s Footy platform, created by 2045, anchoring the Jameson brand in giving fans more of what they love about the game. This time Jameson gave fans more access to the game itself and deepened the brand’s partnership with Kayo SPORTS into a fully co-branded activation. Using Dan’s existing connection with footy fans to amplify the moment.

It began with Dan’s Kayo SPORTS account details visible during viral forfeit content with Collingwood star Nick Daicos. Footy fans spotted it. Tried the code and found it worked for fans that weren’t already subscribed to Kayo SPORTS. Word spread through social channels, then to fan pages before landing on Reddit and Ozbargain.

What looked like a slip-up was, in fact, staged from the start. Dan issued a mea culpa, followed by a joint reveal from Jameson Irish Whiskey and Kayo SPORTS: rather than shutting the code down, Jameson chose to reward everyone who had successfully used it, with two months of ‘Ultra’ Kayo SPORTS Access.

The campaign also gave all fans a chance to win access to the exclusive Jameson Ultra Bar, pitchside at the Ponsford Stage, MCG. Three winners and their guests joined Dan to watch Collingwood take on the Brisbane Lions in Friday’s game during Round 24.  Leveraging Jameson’s MCG stadium partnership to create a moment built specifically for fans.

Behind the stunt sat an integrated, co-branded campaign built by cross-functional teams from Jameson Irish Whiskey, Kayo SPORTS and agency partners 2045, Bolster Group and The Gifted Group. Designed to drive measurable business results for both brands.

Says Liam O’Connell, Senior Brand Manager at Pernod Ricard Australia: “From the Ultra Kicking Challenge to Ultra Access, Jameson is on a mission to give fans more ways to participate in the game they love. We know footy fans are always looking for an edge, whether that’s a better view, a better story or better access. We leant into what had happened & turned a viral moment into a memorable reward.”

Says Jackson Forbes, Head of Sport Sales at Foxtel Media: “From the moment Dan’s code started circulating, fans became part of the story. Jameson ‘Ultra’ Access turned that momentum into a genuinely rewarding experience, with Kayo SPORTS and DAZN’s creator and content ecosystem helping amplify the moment and bring more fans into the conversation around footy. It proved the value of looking beyond traditional sponsorship formats toward ideas built on shared value for fans and both brands.”

Says Tim Evans, Founder at 2045: “Most sponsorship campaigns start with a logo reveal. This one started with a leak. The fans were active participants in it, as much as Jameson was when they stepped in with the reveal and reward. It’s a great example of modern marketing.”

Client: Jameson / Pernod Ricard Pacific
Kristy Rutherford – Marketing Director Australia & New Zealand
Belinda Sanderson – Head of Marketing: Dark Spirits, RTD & Prestige
Liam O’Connell – Senior Brand Manager, Irish Whiskies
Kristine Fernandez – Senior Consumer & Digital Experience Manager
Karlee Fancourt – Senior Partnership & Experiences Manager
Alia Jones – Assistant Brand Manager

Creative Agency: 2045
Tim Evans – Founder
Christopher McKee – Executive Creative Director
Kyle Gradidge – Head of Business Management
Jon Nguyen – Business Director
Gotham Pillai – Associate Creative Director
Angel Aguilera – Art Director
Grace Busch – Copywriter
Matt Jones – Lead Designer

Social & Earned Agency: Bolster Group
James Clarke – CEO
Hannah Nickels – General Manager
Lisa Lowe – Senior Client Lead
Jack Roberts – Social & Creator Specialist
Wolf Young – Creator & Community Coordinator
Richard Nguyen – Media Coordinator

Foxtel Group – A DAZN company
Hari Caulfield – Senior Manager – Gaming Activation & Partnerships
Diya Randall – Creator Marketing Lead
Emilie Parkinson – Digital Producer

Talent
Dan Gorringe

Talent Agency: The Gifted Group
Edward Deal – Founder & Director
Gabrielle Cavalieri – Talent Coordinator
Eva Neville – Senior Talent Manager
Autumn Brown – Talent Manager

Media Agency: Initiative
Julia Ward – Client Director
Isobelle McDonnell – Investment Manager

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