ESPN Taps Stephen A. Smith for Australia Super Bowl Campaign
ESPN's first major Australian campaign legitimizes taking sick leave for Super Bowl viewing, positioning ahead of 2027 broadcast rights with Stephen A. Smith.
ESPN has launched a campaign encouraging Australian and New Zealand fans to take sick leave for Super Bowl LX, featuring sports commentator Stephen A. Smith in a direct appeal to both employees and employers.
The broadcaster's "Have a Siiiiick Day" campaign, created by Sydney agency Now We Collide, addresses the timing conflict between the Monday morning Super Bowl broadcast and work schedules across Australia and New Zealand. The campaign launched ahead of the February 9 game between the Seattle Seahawks and New England Patriots.
Campaign Targets Workplace Viewing Conflicts
The campaign features Smith, host of ESPN's First Take program, in video content that directly acknowledges the practice of calling in sick to watch live sports. Campaign Brief Asia reported that ESPN created separate messaging tracks for employees and employers, with Smith providing talking points for both audiences.
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The approach represents ESPN's first major consumer campaign in Australia since securing exclusive Super Bowl broadcast rights. The network will begin airing the NFL championship game starting with Super Bowl LXI in 2027, making this year's campaign a positioning exercise ahead of that transition.
Smith's involvement reflects ESPN's strategy of using established on-air talent to build recognition in markets where the network has limited consumer presence. His First Take program airs on ESPN Australia, providing existing brand familiarity with sports audiences.
Broadcaster Addresses Regional Timing Challenge
The Super Bowl timing issue affects all Australian and New Zealand sports broadcasters. Games typically air Monday morning local time due to the 16 to 19-hour time difference from US venues, creating consistent conflicts with work schedules.
B&T noted that ESPN's campaign explicitly legitimizes viewer behavior that networks typically avoid acknowledging publicly. The dual-message approach provides employees with justification language while offering employers a framework to position game-day flexibility as a workplace benefit.
Now We Collide developed the campaign to support ESPN's broader Super Bowl coverage, which includes extensive studio programming from San Francisco throughout game week. The network is also producing a 24-hour multi-platform event beginning immediately after the game and continuing through Monday.
ESPN Builds Regional Presence Ahead of Rights Transition
The campaign positions ESPN to compete with established Australian sports broadcasters that have aired previous Super Bowls. Branding in Asia reported that the network is using Smith's profile to establish audience relationships before it begins exclusive coverage next year.
ESPN's regional expansion reflects broader efforts by US sports networks to grow international audiences. The Super Bowl consistently attracts significant viewership in Australia despite the scheduling challenges, making it a priority property for broadcasters seeking sports audiences.
The campaign runs across digital and social platforms through game day on February 9.
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