Foxtel-owned streaming service Binge is celebrating the addition of live and on-demand sports content into its platform with the rollout of a new campaign, 'It all happens here'.

Created in-house by Foxtel's Balboa team, the work features AFL player Bailey Smith and NRL player Jarome 'Romey' Luai browsing through the streamer's expanded content offering, including drama, reality, movies, sport, news, and lifestyle. The ad opens with the duo stating: 'I've always loved Binge, but Binge hasn't always loved me... until now.'

This campaign is part of BINGE's strategy to enter its 'sports era' and reach new audiences with an expanded content offering. The ads will be integrated into a multi-channel media campaign, with media handled by Mindshare and Foxtel Group.

"BINGE is entering its sports era and we're excited to entertain the nation with the best shows, movies, sport, news, lifestyle, live channels and much more - it all happens here. Integrating sports talent into our paid media campaign was a no brainer to reach new audiences with an expanded content offering and reiterate that BINGE has something for everyone," said Binge Marketing Director, Fiona King.

Starting from 30 November, Binge will offer live and on-demand sport, including the AFLW Grand Final, WBBL Grand Final, Men's Big Bash League, Super Netball, World Surfing League, Women's Golf, all Kayo Minis of the F1, and Fox Sports-produced magazine shows. During the winter, Binge will also broadcast NRL and AFL games on Thursdays, Fridays, and Sundays with no ad breaks during play.

"Bailey and Jarome nailed their debut Binge performances in ads that we think will resonate and help cut through the noise," said King.

Binge will offer subscribers more than 3,000 On Demand hours and a 24/7 dedicated Lifestyle channel, more live news channels from major local and global outlets, and live music channels.

"The brief was simple: Introduce sport on Binge - but the challenge was not over-complicating the creative. Great talent was the solution. Bailey and Jarome are instantly recognisable - even if you're not a sports fanatic you know who they are - and the perfect jumping off point to promote the variety of content available on BINGE while staying true to the brand's personality," said Executive Creative Director at Balboa, Guy Sawrey-Cookson.