Credit: Daniel Álvasd via Unsplash
The Las Vegas Raiders have appointed independent agency Media33 to handle media strategy, planning and buying across Australia and New Zealand.
The move strengthens Media33’s work in sports and entertainment, expanding a long-running partnership between executive director Michael Lambert and Raiders senior vice president of marketing Kristen Banks, who previously worked together at the UFC.
Lambert said the partnership was founded on “years of mutual respect and results”.
“The trust we’ve built over time is the foundation of how we work together,” he said.
“We’re thrilled to once again collaborate on such an iconic brand, helping bring the Raiders’ spirit and energy to fans across Australia and New Zealand through smart, impactful media strategy and fan-engaging implementations.”
Media33 has already led tune-in activity and the season kickoff campaign for the 2025 NFL season, focusing on growing local awareness and fan engagement for the Raiders.
The agency is working with Network 7 on its national NFL program to further build the Raiders’ presence through local broadcast and content integration.
Banks said Media33’s understanding of sports fandom and culture was key to the partnership.
“Throughout our time working together on the UFC, Media33 helped build a powerful connection between the brand and its fans, understanding what truly drives engagement and loyalty in sports,” she said.
“Their deep knowledge of fan behaviour and culture made a significant impact, and I’m excited to partner with them once again as we build a strong and energetic army of Raider Nation fans across Australia and New Zealand.”
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