Supercars has appointed Popsta Media as its digital media sales agency, granting the consultancy exclusive responsibility for YouTube media sales across Australia and New Zealand.
The appointment gives brands access to one of Australia’s most engaged motorsport audiences through premium placements.
Popsta will also oversee sales of digital inventory across the Supercars website, app and branded content integrations, creating new opportunities for advertisers to buy Supercars YouTube media directly.
Perfect timing
Popsta Media is a music, sport and entertainment media consultancy partnering with Universal Music Group, Moonbug Entertainment and now Supercars across Australia and New Zealand.
The business represents exclusive YouTube inventory spanning global music talent, premium kids content and high-performance motorsport.
Supercars head of digital Andrew Mara says: “Supercars is one of Australia’s largest sports and the country’s premier motor racing category, and Bathurst is one of Australia’s biggest cultural icons.
“The growth across our digital channels been exponential, following heavy investment into the digital experience across each digital touchpoint. It was the perfect time for us to partner with Popsta Media, who brings deep expertise in digital and YouTube monetisation.”
Strengthens commercial digital offering
Shaun Warry, co-founder of Popsta Media, says the partnership gives brands a premium entry point into one of the most scaled and engaged digital sports audiences in the market.
“We’re excited to now offer brands premium brand-safe opportunities in one of Australia’s largest sports, through YouTube media, content sponsorships, display inventory and branded content opportunities.”
Andrew Mara, Supercars head of digital, says that a shift in content strategy has driven high demand from brands to partner with Supercars through content integration.
“We’ve had high demand from brands wanting to position themselves around our highly engaged YouTube audience. The partnership with Popsta Media strengthens our commercial digital offering and creates new ways for brands to engage Supercars fans across our owned platforms.”
