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IG Australia and Melbourne Football Club, in collaboration with Wavemaker, Dentsu Creative and creative agency Sunday Gravy, has launched the second episode in its 'The Melbourne Mindset' series.
The Melbourne Mindset investigates the psychological side of AFL football by sharing rich stories that would typically not make it out of the walls of the Melbourne Football Club.
The second episode has launched with Melbourne Dee’s vice captain Jack Viney and Australian sports commentator Hamish McLachlan discussing how he forged his own path from his father's career.
The series is the first content collaboration between Melbourne Football Club and IG since their partnership began in 2015. It will continue to roll out new episodes in 2023 as IG and MFC delve into the mindsets of the game’s elite.
Chris Kearon, chief commercial officer at Melbourne Football Club, said in football and in trading, the mind is one of the most powerful tools players and traders have access to.
"We know how much influence the mind can have on peak performance. It was important for Melbourne and IG to communicate the real and deep connection between trading and footy," said Kearon.
"Our players must have their minds coached and trained to overcome adversities and their emotions to operate at their best. This is The Melbourne Mindset. We’re proud of this series launch and its message, encouraging our players and IG’s traders to raise the bar in everything they do.”
IG Australia head of marketing Kassandra Humphreys said the company is thrilled to showcase the importance of The Melbourne Mindset for both traders and players.
"We know this to be as important in trading as it is in football. We are excited about the strong link between the psychology of playing elite sports and trading," she said.
“IG is proud to support our traders as well as Melbourne’s players committed to the mindset."
Credits:
Client: IG Group
Kevin Algeo, Head of APAC & Africa
Kassandra Humphreys, Head of Marketing
Raph Krell, Marketing Manager
Yao Yao, Marketing Executive
Partner and production: Melbourne Football Club
Creative agency: Sunday Gravy
Media Agency: Wavemaker ANZ
Gabriela Stewart, Client Managing Partner, Wavemaker ANZ
Alexia Antonis, Group Director Content & Partnerships, Wavemaker ANZ
Kohan Carutthers Taylor, Client Associate Director, Wavamaker ANZ
PR agency: Dentsu Creative
Public Relations Managing Director: Simone Pipkorn
Business Director: Madeleine Page
Senior Account Manager: Isabella Carson
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