Sonos has found a new playing field – football. In a clever partnership that links Sonos sound with the football game invented in and for Australia, the brand has teamed up with with AFL club Collingwood plus its celebrated captain, Darcy Moore, as its newest ambassador – one of the country’s most famous football clubs and one of the game’s most respected voices.
3.8 million watch State of Origin. 9.1 million who tune in for AFL. The partnerships reflect Sonos’ broader push to connect with the emotional energy and mass appeal of Australian sport, placing premium sound at the centre of the game-day experience.
PR and the social ambassador campaign was led by Poem, and includes a suite of photography assets for use across earned, owned and paid channels. The Collingwood club partnership and digital content campaign was led by Sonos
“Sport is the great social glue of Australia – it brings people together. The emotion of footy is fuelled by sound, and we’re passionate about elevating that,” said David Robb, director of marketing, Sonos APAC. “Through this partnership with Darcy and Collingwood, we’re showing how Sonos can enhance the big game moments for fans and athletes alike – from the living room to the locker room and listening on the go.”
Moore fronts the campaign as Sonos’ newest ambassador, bringing his thoughtful approach to both sport and culture. He brings a unique blend of discipline, intellect, and integrity to the collaboration that mirrors Sonos’ commitment to performance and innovation.
Moore stated, “I’ve had a Sonos system in my house for ten years now, so this partnership felt like a natural fit. Sound is integral to my routine, from training to game day. It sets the mood, sharpens my focus, fuels motivation, and pushes my limits. The energy and excitement of the game are undeniably fuelled by sound, not just for the fans, but for us players too.”
As part of its official partnership for Collingwood’s 2025 season, Sonos has outfitted the club’s training facilities with state-of-the-art sound systems and equipped players with its latest speakers, soundbars, and headphones. The collaboration is supported by a digital and social campaign across Sonos and Collingwood channels…
…including the Sonos Player’s Playlist series:
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…and behind-the-scenes game day content – offering fans a unique glimpse into the eclectic music tastes and daily lives of their favourite players.
Collingwood CEO, Craig Kelly, commented, “As a Club, we’re thrilled to partner with Sonos, a brand that shares our passion for creating memorable experiences. Adding another iconic brand to our commercial portfolio who aligns with creating a premium product and enhancing the customer experience is naturally a great fit.”
Rhania Farah, general manager at Poem, added, “Our insights revealed that tapping into Aussies’ love of sport presented a major opportunity to connect with the Sonos audience, which we’ve chosen as the focal point of this campaign. Both Sonos and Darcy Moore share an unwavering dedication to peak performance and pushing the boundaries of excellence. Together, they’re perfectly positioned to genuinely engage and resonate with sports fans across Australia.”
