We are an industry leading marketing, media, sponsorship and activation agency who generates ideas and campaigns that connect people with brands and solve real business issues, by using the power of sport and entertainment.
Connecting brands with fans and properties is in our DNA.
Our services include strategic consulting, media planning + buying, entertainment marketing, sponsorship management, as well as brand experiences and events.
No matter the business issue we’re trying to solve, the strategy we employ, the concept we develop, or how we execute it, our approach remains consistent. In essence we:
We leverage extensive industry knowledge, analytical tools that offer real insight, and strong relationships to fully understand the issue, the audience, and the landscape.
We use that understanding to develop strategies and to produce truly creative concepts that inspire and motivate.
We activate concepts and produce campaigns that reach the right audience and deliver clear messaging across a broad spectrum of digital and traditional platforms, channels and touchpoints.
Twenty3 LIVE™ is our live entertainment division. We are a globally recognised entertainment marketing agency, with an extensive track record for delivering successful, dynamic campaigns for some of Australia’s leading producers of live entertainment.
When the Ultimate Fighting Championship (UFC) staged its biggest ever event outside of the US featuring superstar Ronda Rousey in late 2015 at Etihad Stadium, it marked the first time the UFC came to the Melbourne market and the first time an official Championship Fight was held in Australia.
With the brief to “make a big impact” and win over the hearts and minds of a sport-obsessed city, Twenty3 Sport + Entertainment was engaged by the UFC to plan and deliver the most memorable and interactive Fan Village the UFC has ever created. In addition, Twenty3 was briefed to turn Etihad Stadium into the “UFC Stadium” by producing and executing a high-impact UFC branding strategy inside and outside the stadium.
Accordingly, Twenty3 coordinated and delivered an immersive, digitally-driven UFC Fan Village with a focus on entertainment, sponsor and fan engagement, in addition to rolling out unique internal and external venue branding for the UFC.
• Design, plan and event produce the UFC Fan Village
• Development of Fan Village layout
• Conceptualisation to delivery of each individual fan touch point, inclusive of interactive experiences, photo opportunities, athlete appearances, and main stage production
• End-to-end operational and logistical management
• Social media strategy development and social sharing technology management
• UFC sponsor activation planning and execution
• Talent management (UFC fighters)
• Overall staff management, inclusive of MC’s, brand ambassadors, fan experience ambassadors, labour support, volunteers, and operational staff
• Master management of all UFC branding initiatives at Etihad Stadium, inclusive of design production to installation
• PR and influencer marketing
• Measurement and reporting
As Mars’ dedicated sponsorship agency, Twenty3 were tasked with creating a season long digital campaign that not only maximised the value of the partnership assets available, delivered reach, and increased the brands association with the AFL, but established consumer comprehension of Mars’ new brand platform – Enough Chocolate to Deal with Anything!
Knowing match footage is the most craved and engaging content viewed by AFL fans, we created a branded content series using weekly match snippets, as well as iconic historical footage to tell the Enough Chocolate story.
Each piece of curated video content was shared via the AFL’s three main social channels (Facebook, Instagram, and YouTube) as we’ll as their own channels (website, App). Fans could vote for their favourite Mars moment on Instagram, whilst interaction via comments were encouraged on Facebook.
What we found was that fans loved it.
To support this digital fan engagement activity, and to further strengthen the comprehension of the brand platform, we developed a range of topically relevant creative assets to be used the AFL’s channels. In addition, Twenty3 also managed Mars’ physical activations at the AFL Grand Final Live Site along with a social media competition which included a Grand Final Ticket Hunt.
• Partnership identification and contract negotiation
• Strategic input into activation and fan engagement plans
• Brand campaign conceptualisation and implementation
• Digital media planning (AFL sites)
• Content curation
• Asset management
• Reporting and measurement
Twenty3 Live was proud to be part of rap legend Eminem’s record-breaking RAPTURE 2019 tour of Australia and New Zealand, in association with promoter TEG Dainty, in February.
Returning to Australian shores for the first time since 2014, Twenty3 Live led the marketing, media and promotional efforts for the tour. Tasked with generating interest and excitement amongst Australian fans to purchase tickets to 5 massive stadium shows, Twenty3 Live planned and executed a substantial above- and below-the-line national campaign.
The result was a record-breaking aggregate attendance of 304,016 across 5 sold-out stadiums, surpassing the RAPTURE 2014 tour when Eminem played to 201,355 fans across 4 stadium shows.
Eminem’s Rapture 2019 tour broke the attendance records in Melbourne (80,708 at the MCG) and Wellington (46,474 at Wellington Stadium), while performing to full houses in Sydney (ANZ Stadium), Brisbane (QSAC) and Perth (Optus Stadium).
Twenty3 Sport + Entertainment are engaged by the Melbourne Racing Club to design and produce their official Caulfield Cup Carnival cocktail party each year, with the brief being a simple one…deliver an unforgettable showcase of world-class cuisine, style and entertainment.
In 2018 the event was held upstairs at the Stokehouse with beautiful views of St. Kilda Beach. Upon arrival, guests were escorted upstairs where they passed acrobats pouring Moet while suspended from the ceiling, before enjoying the premium food and beverage offerings and a night of fun entertainment.
As the speeches concluded, spectacular fireworks were launched on the beach foreshore which were perfectly viewed from the venue windows, creating a visual moment captured across multiple guests’ social channels.
• Venue procurement and negotiation
• Event styling + design
• Prop design + builds
• Entertainment selection
• Guest lists
• Guest experience management
• Event production
• Media call + PR
As an official wagering partner of the AFL, BetEasy (formerly CrownBet) wished to activate at the AFL Grand Final Live Site in Yarra Park. BetEasy saw this as an opportunity to strengthen their awareness with AFL fans, but also a chance to drive new acquisitions and brand preference by delivering engaging fan experiences.
Understanding the AFL Grand Final Live Site is a cluttered environment, we needed to come up with a concept that captured immediate attention and become a ‘must-do’ attraction for AFL fans.
The result was…The Tower of Torp’.
We built a 12 metre-high BetEasy tower and encouraged fans to climb to the top and attempt to kick a ball into a 4-metre-high replica AFL Premiership Cup. Fans could win 2 tickets to the AFL Grand Final, but more appealing than this was the experience itself…and the bragging rights won should you be successful.
The Tower of Torp quickly became the most popular activation at the AFL Live Site, and its large-scale structure generated a lot of impact and publicity for BetEasy.
For the hotly anticipated 2018 Cox Plate, in which superstar mare Winx was aiming to create history and win a 4th consecutive Cox Plate, we worked with Racing Victoria to build a FREE Live Site on Crown Riverwalk so that the thousands of racing fans and sporting enthusiasts who were unable to get tickets to Moonee Valley could watch history being made in an environment befitting of such an achievement.
• Full concept development and design
• Operational and logistical planning and execution
• Risk management
• Food & beverage coordination
• Stakeholder management
• Talent management
• Financial management
Melbourne took centre stage on Saturday October 6 2018 as a record-breaking 70,309 fans packed the iconic Melbourne Cricket Ground (MCG) for the WWE Super Show-Down event.
Televised to 180 countries worldwide, wrestling’s biggest names took to the hollowed turf of the MCG including John Cena, Triple H, Ronda Rousey, The Undertaker, Shawn Michaels, Charlotte Flair, The Bella Twins, Kane, Roman Reigns and AJ Styles, just to name a few.
Twenty3 Live, in conjunction with promoter TEG Dainty and Visit Victoria, planned and delivered a comprehensive national marketing and media campaign which went beyond Australian shores in attracting interest and demand for this four-hour WrestleMania-style extravaganza.
The 70,000+ strong crowd at the MCG set an Australian wrestling record, surpassing the previous attendance record of 56,743 at the 2002 WWE Global Warning event at Docklands Stadium in Melbourne, and generating $22 million in economic benefits to the state of Victoria
Following a competitive tender, Twenty3 Sport + Entertainment was appointed by the Asian Football Confederation and the Local Organising Committee as the EVENT PRESENTATION SERVICES partner for the 2015 AFC Asian Cup – the biggest football tournament ever staged in Australia. The 23-day football tournament featured 32 games between the top 16 football nations in Asia across 5 Australian cities – Melbourne, Sydney, Canberra, Brisbane and Newcastle.
Twenty3 produced the opening ceremony incorporating various choreographed artistic, creative and musical elements which centred on a giant air-blown inflatable stage. The action-packed Opening Ceremony was headlined by Australian DJ and singer Havana Brown, chart-topping pop band Sheppard and vocals from Indigenous Australian musician Gurrumul.
Additionally, Twenty3 conceptualised, planned and delivered ALL fan experience activity inside and outside of each stadium on match days.
• Team arrivals for all 16 nations including an official Indigenous ceremonial welcome
• Opening ceremony
• Sport presentation (pre-match, halftime and post-match fan experience);
• At stadia fan activations
• Third place play-off match presentation;
• Closing ceremony
• Final trophy presentation
Having been the principal partner of the Mother’s Day Classic for 9 years, in 2014 Twenty3 Sport + Entertainment were engaged by ME Bank to assist the bank strengthen their association with the charity led, mass participation event, and maximise their reach and level of engagement with participants.
In addition to providing campaign creative and concept development support, Twenty3 are tasked each year with planning and implementing all of ME’s on the ground experiential activity - which is rolled out at 11 events nationwide, running simultaneously on the morning of Mother’s Day.
Since being engaged ME’s unprompted awareness has increased YOY and positive sentiment from participants has improved remarkably.
Since 2017 we have designed and implemented ME Café’s where the coffee has been on ME!
• Development of campaign plans that enable ME to maximise their partnership awareness and participant engagement
• Design and style the ME activation space for all 13 events
• End-to-end activation management
• Talent management
• Amplification of consumer experiences
• Implementation of fundraising initiatives
Mars were looking for a way to improve their brand presence across the summer months as well as a find a vehicle that allowed them to better engage millennials, whom they’d lost resonance with.
After conducting a high degree of research and analysis, we proposed a partnership with the Melbourne Renegades in the flourishing Big Bash competition.
In addition to negotiating the contract, which included getting access to a list of highly visible assets which would enable Mars to increase their saliency over summer, as well as a range of opportunities to engage with Renegades and Big Bash fans, Twenty3 was also tasked with developing 360 degree activation plans for each season.
Fan engagement plans included but weren’t limited to:
Fan promotions – on and off line
Branded content (video)
Furthermore, in 2018 on behalf of Mars, we negotiated and supported the brand maximise the value of a partnership with the WBBL Melbourne Renegades team.
The Stawell Gift, first held in 1878, is one of Australia’s most iconic sporting events and represents the pinnacle of professional running in this country. Located at Central Park, Stawell in Western Victoria, it is the premier athletics event on the annual Australian sporting calendar and includes the two richest foot races in the nation – the Stawell Gift and the Women’s Gift – each offering $60,000 prize money.
Held over the Easter period, the 3-day handicapped athletics carnival culminates in the running of the Stawell Gift Final on Easter Monday with a live 3-hour national television broadcast on the Seven Network. There are many off-field activities too that take place over the carnival including Fashions on the Field competition, Family Day, Cadbury Easter Egg Hunt and the Little Athletics Clinic coached by Olympians.
Twenty3 Sport + Entertainment managed all operational aspects of the event for 4 years (2014 – 2017) including:
- Event management;
- Sponsorship management;
- Television production;
- Marketing and media;
- Public relations, digital and social media; and
- Elite athlete procurement.
During Twenty3’s four-year term, highlights included record sponsor income, negotiating and signing a long-term agreement with the Seven Network to provide a live 3-hour national TV broadcast of the event, bringing prize money parity to the Women’s Gift, and the introduction of the Cadbury Easter Egg Hunt at Central Park.
Alongside the Victorian Government, corporate partners who have benefitted from associating with the Stawell Gift include Australia Post, Woolworths, Cadbury, TAC, TAB, ASICS, and Carlton & United Breweries.
The inaugural 2015 International Champions Cup football tournament at the Melbourne Cricket Ground (MCG) featured European powerhouse clubs Real Madrid, Manchester City and AS Roma.
To leverage CrownBet’s sponsorship of the tournament, Twenty3 Sport + Entertainment formulated an activation plan which would give one lucky CrownBet member the chance to win $1 million. To claim the $1 million, the selected contestant had to kick the soccer ball through a hole at halftime of the Real Madrid versus Manchester City match in front of 100,000 fans at the MCG.
Watch the video to find out if the lucky CrownBet member won the $1 million!
Twenty3 Sport + Entertainment was engaged by the Melbourne Racing Club (MRC) to design and produce the official launch event of the 2017 BMW Caulfield Cup Carnival, with the brief being a simple one…”deliver an unforgettable experience of world-class cuisine, style and entertainment”.
Challenged to showcase the four pillars of the MRC – Food, Style, Racing and Entertainment – and bring to life the club’s “Break with Convention” campaign through visual elements, the Twenty3 team wowed guests from the moment they entered the venue.
The ultra-chic QT Rooftop Bar was the perfect destination to host the West Hollywood-styled party, which sure didn’t disappoint.
Key features of the evening were:
• World-class food designed by celebrity chef Teague Ezard;
• Replica Caulfield Racecourse winning post;
• 10m LED lightbox installation;
• An interactive experience created by sensor projectors, depicting broken glass (“Break with Convention”) as guests entered the party
• The EP.LP neon light display – ‘Where Love Lives’;
• The reveal of the Caulfield Cup (via a movie set glass box smashed on stage); and
• An amazing fireworks show choreographed to Grant Smillie’s first track of the night.
As the Event Presentation Services partner for the 2015 AFC Asian Cup, Twenty3 Sport + Entertainment was engaged by the Asian Football Confederation and the Local Organising Committee to conceptualise and deliver a spectacular Opening Ceremony for the biggest football tournament ever staged in Australia.
Hosted at the Melbourne Rectangular Stadium before the tournament’s opening match between the Socceroos and Kuwait, Twenty3 co-ordinated an Olympic-style extravaganza packed into 11-minutes.
Twenty3 produced a ceremony incorporating various choreographed artistic, creative and musical elements centred on a giant air-blown inflatable stage. The Opening Ceremony celebrated Australia’s Indigenous origins, culture, diversity, lifestyle and passion for football.
The action-packed Opening Ceremony was headlined by Australian DJ and singer Havana Brown, chart-topping pop band Sheppard and vocals from Indigenous Australian musician Gurrumul. The spectacular also featured a cast of more than 200 junior footballers, dancers, acrobats, football tricksters and Indigenous performers.
When Whirlpool was launching its new Sports Washer into the Australian market, the company turned to Twenty3 Sport + Entertainment to plan and execute its launch campaign. Following a brainstorm session to challenge the Sports Washer’s cleaning credentials and recognising the role mums play in community sport, the Whirlpool Mud Football tournament was conceptualised, and the tournament was to be staged at the high-traffic Queensbridge Square in Melbourne’s Southbank.
Twenty3 created an inflatable soccer pitch that was filled with more than 4 tonnes of mud, reinforcing Whirlpool’s Sports Washer as hard on dirt but gentle on clothes. To leverage the launch, Twenty3 brought in partners Triple M radio network and A-League club Melbourne City FC. Coaches appointed to the teams were Socceroo legend John Aloisi and Triple M breakfast hosts Mick Molloy and Luke Darcy.
Mums nominated for the tournament by answering a call out on Triple M radio that asked them to describe in 50 words or less why the were the “ultimate sporty mum.” Each team comprised of 4 mums and their kids and played through a round robin series of 14-minute games. GoPro cameras on the players’ helmets captured all the ‘dirty’ video content. The winners of the Mud Football tournament were each rewarded with a new 10kg Whirlpool Sports Washer.
Twenty3 CONSULTING provides specialist advisory services, aimed at ensuring we know the unknowable. Our deep knowledge of the sports and entertainment industries, coupled with extensive ongoing analysis, allows us to offer unrivalled insight and strategic thinking. We improve our clients through services such as:
The Twenty3 SPONSORSHIP team ensures our clients’ partnership investments across various sport, entertainment and lifestyle properties deliver maximum brand value and provide optimum return on objectives.
IDENTIFY the property which best delivers against your objectives
NEGOTIATE the best deal
CONCEPTUALISE + DEVELOP activation and leverage plans which maximise the value of your partnership and connect you with the platform’s audience
EXECUTE all aspects of those plans in the most effective and efficient manner
MEASURE the partnership results against clearly defined objectives
Twenty3 LIVE™ is our live entertainment division. We are a globally recognised entertainment marketing agency, with an extensive track record for delivering successful, dynamic campaigns for some of Australia’s leading producers of live entertainment. We provide a broad range of innovative marketing services that produce extreme exposure for artists and tours, and stellar financial results for our partners. These include:
Twenty3 Live™ has delivered thriving campaigns for a diverse range of tours, from multi-city stadium events through to more intimate soirees, always ensuring we add value to the fan experience. We hold deep domain expertise in live music, sports entertainment, exhibitions and theatrical productions.
Recent tours have included Guns N’ Roses, Prince, Oprah, Hugh Jackman, Michael Buble, Katy Perry, Miley Cyrus, Bon Jovi, Eminem, Queen + Adam Lambert, Billy Crystal, Iron Maiden, Neil Diamond, Spandau Ballet, WWE, NXT and many more.
Twenty3 MEDIA provides our clients with compelling media campaigns that deliver significant results. Offering deep insight into Sports, Entertainment and Lifestyle sectors, we employ targeted campaigns that produce measurable benefits, taking an all-encompassing approach to project management. Our services include:
In a rapidly digitised media landscape, it’s important to partner with an expert. Twenty3 DIGITAL offers unrivalled insights in the space and ensures our clients leverage industry-leading digital consulting. We provide innovative solutions that generate significant results, supported by extensive data. Our broad range of solutions include:
Twenty3 EVENTS has an impeccable track record of delivering innovative, dynamic and memorable events and consumer experiences for our clients that leave lasting impressions.
No project is too small or too large. We are just as proficient at planning and executing immersive brand activations and innovative experiential campaigns, as we are delivering complex large scale events, intimate hospitality gatherings, conferences, or product launches.
Thinking strategically, designing creatively, planning thoroughly, and executing flawlessly are the pillars we pride ourselves on. Our broad range of activities include:
Head of Entertainment Marketing
Head of Sponsorship & Events
Head of Finance
For over 40 years, Paul Leeds held senior executive positions within Australia’s advertising and media industry. He was at the helm of industry pacesetters DDB, Leeds Media and Starcom Australia. Additionally, Paul assumed the position of Chairman and Chief Negotiator of Equmedia - Australia’s largest media negotiating and buying consortium, at the time, with responsibility for approx. $2.5 billion of advertising annually. He was renowned in the industry for constantly achieving the lowest cost and value-added outcomes for his clients.
As Chairman of the Twenty3 Group, Paul is responsible for setting the group’s strategic direction and growth agenda. He brings an unrivalled knowledge of Australia’s media landscape to Twenty3, in addition to relationships with the nation’s most senior media and sport executives. Paul’s passion for sport and support for causes saw him sit on various boards including the National Stroke Foundation, Victoria Racing Club and racing radio station, RSN. Paul currently sits on the board of the Collingwood Football Club where he has done so since 2007.Back to Team
John’s role at Twenty3 Sport + Entertainment encompasses leading the firm’s strategic direction and enforcing an industry-leading client service culture. He is an award-winning marketer and strategist having held senior marketing roles at Mars Inc. before moving into general management with the L’Oreal Group.
Following his corporate roles, John has applied his skills and energy into how the worlds of sport and entertainment interface with the wider business world. He is a graduate of both the University of Melbourne and Monash University, and is currently an Adjunct Professor of Business at RMIT University. John is recognised as one of industry’s thought leaders.Back to Team
Eddie is one of Australia’s most accomplished sports journalists and television personalities. His influence and access to key decision makers across sport, media and politics is unparalleled in Australia. As a key instigator for the formation of the Twenty3 Group, Eddie allows the group to move in circles of significant influence. Eddie’s capacity for communicating an idea and making audiences respond has been recognised in TV studios, boardrooms and the halls of government for over 25 years. His television achievements such as being founder of the hugely successful The Footy Show, three-time Logie Awards host and CEO of the Nine Network Australia, demonstrate his peerless understanding of the media landscape. Eddie is also President of the Collingwood Football Club among other directorships.Back to Team
As Managing Director, Michael oversees the various operations of the Twenty3 Group. With over 15 years in the advertising and media industry, Michael has extensive experience in media management, brand development and the negotiation, and leveraging of some of the country’s largest sport and entertainment properties. A global award-winning media executive, Michael has held various roles with a number of media agencies and prior to joining Twenty3 Group, held the position of General Manager at Starcom MediaVest Group, one of the world’s largest media agencies.Back to Team
Paul Dainty, CEO and President of TEG Dainty, has been a cornerstone of the Australian entertainment industry since 1972 and knows what it takes to connect an idea with an audience. He has been responsible for the biggest tours to hit Australia including Paul McCartney, The Rolling Stones, Michael Jackson, U2, David Bowie, Prince, Pink Floyd, Phil Collins, Neil Diamond, Bee Gees, Bon Jovi, Britney Spears, George Michael, Katy Perry and ABBA just to name a few, in addition to theatrical productions such as Jersey Boys, Hairspray, Mamma Mia, The Rocky Horror Show and Singin’ In The Rain. Paul brings unmatched knowledge in the world of entertainment to the Twenty3 Group and its clients. Further, Paul served on the Board of A-League football club Sydney FC, and was named by Sport Business International as one of the world’s 20 most influential promoters.Back to Team
Head of Entertainment Marketing
Edwina leads the Twenty3 Live™ team, the entertainment division of Twenty3 Sport + Entertainment. She has over two decades of experience providing a deep understanding of the music and entertainment industry. Edwina has led numerous successful marketing campaigns for a number of Australian promoters. This has included world-class, iconic music festivals, as well as national tours for some of the world’s biggest artists including Guns N’ Roses, Prince, Oprah, Katy Perry, Hugh Jackman, Michael Buble, Eminem, Bon Jovi and many more.Back to Team
Levent is a lawyer and business advisor who has extensive Australian and international experience representing both public and private clients in commercial matters. He has broad international networks and is able to combine his legal skills with a strong commercial and business focus, to drive outcomes for his clients. His legal practice has included work in the Sports and Entertainment industry for over 15 years, in which time he has acted for sporting associations, clubs, corporations, sporting athletes and international celebrities. Levent sits on the board of Twenty3, where he is responsible for corporate governance and business strategy.
Lev has been recognised as one of the nation's top lawyers, having been named as part of the "A Team" of Australian lawyers in a survey conducted by Australia's leading in-house counsel, and brings his skills and unprecedented international networks to the Twenty3 Group and its clients. Lev is also a Partner at commercial law firm, Cornwall Stodart, a director of international corporate advisory and M&A firm AE Jarrah Capital, and a director of the Western Bulldogs Football Club.Back to Team
Head of Sponsorship & Events
Ricky heads up Twenty3’s Sponsorship & Events division. With over 12 years experience specialising in sport and entertainment-related sponsorships, events and experiential campaigns, Ricky has established himself as an industry leader who prides himself on maximising value for his clients through strategic and analytical thinking, conceptualising innovative leverage ideas with emphasis on amplification, and executing brand-led, and proprietary owned, events.
Applying creative thinking, meticulous planning and a solution-focused approach to delivery, Ricky has played critical roles delivering market leading brand, sponsorship and event campaigns.Back to Team
Head of Finance
Lara manages the finance function across the Twenty3 Group and is a qualified Chartered Accountant. Over the past 15 years, she gained valuable finance experience working for two leading Media and Entertainment organisations. Lara prides herself to be a trusted advisor with strong commercial insights. She has a passion for developing and implementing finance policies, and to continually improve internal processes. Lara is dedicated to challenge how we do things and works collaboratively with senior management formulating strategy and driving business performance.Back to Team