For Telstra and their agency TGI Sport, the challenge was clear: how to translate a massive national sponsorship of the AFL and NRL into meaningful, personal interactions. They needed a specialist partner to eliminate the logistical complexities of staffing large-scale events and guarantee that every fan interaction perfectly represented the Telstra brand, allowing them to focus on overall event strategy.

LiveWorks was engaged to provide a complete, end-to-end staffing solution for high-profile activations including the AFL Footy Festival and the year-long NRL Trophy Tour. We deployed a fully-managed team of energetic Brand Ambassadors and experienced Team Leaders, who took complete ownership of on-site execution by managing everything from staff performance and morale on long event days to solving problems in real time. This ensured a consistent, premium brand experience for every fan.

The partnership delivered exceptional, measurable results. Across the campaigns, our teams engaged directly with over 50,000 fans, facilitated more than 15,000 photos with the NRL Trophy, and maintained a near-perfect 99.8% staff attendance rate. We successfully provided the scale, quality, and reliability needed to activate a national sponsorship on the ground.

By removing the entire operational burden and guaranteeing a premium, on-brand experience at every touchpoint, we enabled TGI Sport and Telstra to maximise their sponsorship investment. This success led to an extension of our working relationship for over a year, cementing our role as a trusted partner for high-profile national activations.