Australian insurance company, Youi, has launched a new brand platform for its Official Insurance Partnership for the NRL and the Brisbane Lions.

Youi has been an official partner of the National Rugby League (NRL) since 2017 and began its partnership with the Brisbane Lions’ Australian Football League (AFL) and AFL Women's (AFLW) teams in 2020.

Created by the insurer's internal agency, 'Footy. Made by Fans' is designed to acknowledge and reward football fans across Australia, recognising them as key contributors to the game.

Creative Director for Youi Insurance, Matt Gilmour, said: “Brendan Fevola said it best when he pointed out the huge impact of empty stadiums during Covid, saying that 'fans make the game'. I agree with Brendan, which is why I love this platform that's all about what fans bring to footy. Our in-house team has brought this direction to life beautifully and I'm excited for Youi to keep showing up and doing things for all the fans throughout the season.”

The campaign will be rolled out across TV, broadcast partnerships, Out of Home (OOH) and audio channels, with creative that features real-life football fans. It will continue to roll out over the season, with campaign extensions and fan engagement and experiences to come.

Chief Marketing Officer, Youi Insurance, Angela Greenwood, said: “As the people’s champion, we wanted the platform to deliver something of real value to footy fans and tangibly demonstrate Youi’s connection to the game. This is just the beginning, and we’ll continue to walk the talk when it comes to celebrating, supporting and rewarding fans.”

The campaign includes initiatives such as the Youi Community Hill and Canteen at the Lions’ new home, Brighton Homes Arena, and the Youi Community Scrum, a community uplift program in partnership with the NRL. The Youi Community Scrum will initially be rolled out across the Northern Rivers of New South Wales and outer Brisbane in Queensland.

Brisbane Lions Chief Executive Officer, Greg Swann, said: "We have a great partnership with Youi, they’re an innovative brand always looking to work with our club, engage our fans and help our football community. Our club is made by fans, they’re who we play for week in week out and it’s great to see Youi align so well with the fabric of our club,”

Chief Executive Officer, NRL, Andrew Abdo, said: “Youi spent the time to create such a unique platform, that truly resonates with, and celebrates fans. Something we are proud to partner with Youi on.”