Melbourne Football Club and IG Australia launch second series of ‘The Melbourne Mindset’ via Wavemaker ANZ + Dentsu Creative Public Relations

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The Melbourne Mindset is back with a second series in 2024 investigating the psychological side of AFL Football developed by agency partners Wavemaker ANZ and Dentsu Creative Public Relations.


Presented by IG Australia, the series features players and team members of Melbourne Football Club, sharing rich stories that would typically not make it out of the walls of the Club. Each episode of the series explores the mental side of the game and investigates the strategies those within the club employ to stay committed to The Melbourne Mindset.

The first episode of Season 2 launched on Thursday 2 May with 2021 Premiership player Christian Salem and host Clint Stanaway unpacking Salem’s diagnosis of a thyroid condition and his learnings on mental resilience as it affected his AFL performance.

Working with Wavemaker ANZ and Dentsu Creative Public Relations, the team has extended the series from 2023, continuing to delve into the mental side of the game and explore the deep connection and partnership between IG Australia and Melbourne Football Club.

Melbourne Football Clubs’ Chris Kearon, chief commercial officer, said The Melbourne Mindset series is now an integral part of the club’s content calendar and represents the type of conversations that the club now fosters with their team: “We saw benefit from the last season of The Melbourne Mindset series, encouraging the team to share their stories of commitment to their mindsets both on and off the field. In football, the mind is one of the most powerful tools players have access to and we know how much the mind can affect peak performance.

“The series’ success from 2023 opened conversations across the club about the importance of the mind’s strength and sharing those insights with each other.”

Says Kassandra Humphreys, head of marketing APAC, IG Australia: “After such a successful first season of The Melbourne Mindset, we are pleased to be back working alongside Melbourne Football Club, exploring the mental side of the game. Mindset is as important for high performance trading as it is for high performance football and this series shines a spotlight into the latter.”

IG first partnered with Melbourne Football Club in 2015 and is their Official Trading Partner.

The Melbourne Mindset series will continue to release new episodes in 2024 as IG and Melbourne Football Club delve into the mindset of the game’s elite, with episodes featuring AFL and AFLW talent.

Client: IG Group
Matt Davidson, CEO of Australia
Kassandra Humphreys, Head of Marketing APAC (Australia, Singapore and Emerging Markets)
Raph Krell, Senior Marketing Manager
Yao Yao, Marketing Executive

Partner: Melbourne Football Club
Media Agency: Wavemaker ANZ
Alexia Antonis, Group Director, Content & Partnerships
Kohan Carruthers Taylor, Client Director

PR agency: Dentsu Creative Public Relations
Madeleine Page, Business Director
Isabella Carson, Account Director
Emma James, Senior Account Executive