‘More than Just a Game’: The Newcastle Knights launches new membership campaign via Enigma

Leading independent agency Enigma has today unveiled a new campaign for NRL team, the Newcastle Knights, as the club kicks off its 2025 membership drive.

The “More than Just a Game” campaign celebrates the unique connection between Knights fans and the team, highlighting the profound impact the Knights have on fans, players, and the wider community. It underscores that supporting the Knights goes beyond the game of football—it’s about belonging to something greater

The TVC brings the emotions, sounds, and experiences of gameday to life, combining match footage with raw, unfiltered moments from the stands.

The campaign kicks off an exciting journey to take the match day experience to the next level and build even stronger ties with the community, turning gameday into an unforgettable celebration on and off the field.

Commenting on the campaign, Enigma Creative Director, Matthew Dawe, says: “As a lifelong Knights fan, I’ve experienced first-hand how this club brings people together. The energy in the region lifts when the Knights take the field.  That emotional connection, the highs and lows, is what makes the Knights so much more than just a footy team, and it’s what we wanted to capture and celebrate with this campaign.”

Newcastle Knights CMO Clair Coleman says: “For our fans, we know each clash, each season, is so much more than a game. It’s a tradition, a passion, a lifetime commitment to supporting the club and our players. Enigma has developed a campaign that really encapsulates the spirit of the Knights and our fans, and why membership is so important – it ensures fans are part of every experience, creating memories that last a lifetime. We couldn’t imagine a better way to kick off our 2025 season.”

The ‘More Than Just a Game’ campaign is now live nationwide across TV, OLV and radio.

Creative, Digital and PR agency: Enigma
Client: Newcastle Knights