Youi Insurance is handing over its sponsorship of the Brisbane Lions AFL team to a superfan, Scott Villiers, for their Round 21 match against St Kilda.

This decision is part of Youi's 'Footy. Made by fans.' campaign, launched earlier this year to celebrate the contributions of fans to the sport.

Scott Villiers, a father of three, has been a Lions fan since the club's days in Fitzroy. As part of this initiative, Villiers will receive access to a range of Youi's usual game day assets, including a custom-designed takeover of the Youi logo, which will feature prominently on the Lions' playing guernseys in the Round 21 clash. The logo will also appear prominently throughout in-ground media and across Youi's screens strategy as part of their Lions sponsorship.

"Our Made by Fans platform is built on the idea that fans are the people that give footy its DNA, and what better way to truly recognise that influence than by giving a superfan like Scott an opportunity to represent Youi for this game," Angela Greenwood, Chief Marketing Officer at Youi Insurance, said. "Handing over some of our sponsorship benefits has been an adventure in itself asking the AFL for permission to change a guernsey mid-season is no easy feat - but it’s important to us that footy fans can see themselves represented on the big stage."

The execution of this phase of Youi's campaign was a collaborative effort, with M&C Saatchi Sport and Entertainment leading in content production and PR, Youi's internal agency providing brand oversight, and the Brisbane Lions supporting from a partnership perspective.