Pre-Season

Essendon Football Club's 2026 pre-season content strategy was built around a simple idea: bring supporters inside the four walls. By giving fans unprecedented behind-the-scenes access to players and coaches, the goal was to create authentic, personality-driven content that made the club feel more accessible than ever before.

The strategy was underpinned by the psychological concept of the familiarity principle. The idea that repeated, genuine exposure builds trust and emotional connection. Rather than portraying players solely as elite athletes, the content showcased them as people: their personalities, relationships, routines and shared experiences.

Through documentary storytelling, mic'd-up training sessions, player-led content and behind-the-scenes access, the campaign aimed to strengthen the bond between fans and the club. By fostering a deeper emotional connection with the individuals behind the guernsey, the strategy sought to build long-term supporter loyalty that extends beyond wins and losses.