Description
One of Australia’s most decorated national sporting sides, the Australian Steelers wheelchair rugby team, has launched a groundbreaking public campaign – stripping back its iconic green and gold uniforms in a quest to find a long-term corporate partner.
Developed by Ogilvy, the ‘Officially Unsponsored’ campaign has been designed to put the Steelers in the shop window for brands looking for a point of difference and a way to cut-through, showcasing the team’s progressive mindset and boldly announcing themselves as an option for brands looking to engage with sport. It will be seen across social, OOH and print.
In the campaign, athletes wear the minimalist all-white uniforms with QR codes positioned where a sponsor’s logo traditionally would be placed. Scanning the code will lead to a purpose-built microsite, aptly named the ‘SponsorSHOP’, an Australian-first digital marketplace where brands can explore a curated range of sponsorship opportunities for the Steelers, from naming rights and apparel partnerships to event and campaign collaborations and more.
This professional campaign titled 'Officially Unsponsored' was published in Australia in February, 2026. It was created for the brand: Australian Steelers, by ad agencies: Ogilvy Australia and WPP Production. This Digital, OOH Outdoor, and Print media campaign is related to the Sports industry and contains 5 media assets. It was submitted about 14 hours ago.
Credits
Strategy, creative, PR: Ogilvy
Production: WPP Production
Production Partner: TSE (Total Sport & Entertainment)
Photographer: Sam Tolhurst
