CASE STUDY • ELITE SPORT
How Fixon Media Group Helped Softball Australia
Announce A World Cup In 24-Hours
Softball Australia is the national governing body for the sport in Australia, representing athletes, coaches, and communities across the country. In 2025 they had a historic announcement to make, the 2027 Women’s Softball World Cup Finals would be hosted in Redcliffe, Australia.
For a sport actively campaigning for inclusion in the 2032 Brisbane Olympics, this was more than a press release moment. It needed to be a statement. They had one day in Redcliffe to capture it. They called Fixon Media Group.
CLIENT
Softball Australia
YEAR
2025
LOCATION
Redcliffe, Queensland
SECTOR
Sport
SERVICES
Brand Films
THE CHALLENGE
A story six decades in the making.
The brief was unlike most. This wasn’t a campaign built over weeks with controlled conditions and multiple shoot days. It was a single 24-hour trip to Redcliffe, where the launch events and media activations were taking place in real time.
The videos needed to announce the hosting of the 2027 World Cup Finals, honour the sport’s legacy, including Australia’s 1965 Women’s World Cup victory, the first women’s world championship won by Australia in any sport, champion female participation, inspire the next generation, and actively support Softball Australia’s Olympic advocacy efforts ahead of 2032. All of it, across one day, with players, executives, government representatives, and the Minister for Sport all in attendance.
THE sOLUTION
One fast-paced day on the ground.
Our team embedded with Softball Australia’s marketing department throughout the entire trip, capturing every key moment as it happened, the press conference, stakeholder interviews, live activations, and on-field content with players and officials including Minister for Sport Anika Wells.
From a single day of filming we produced ten pieces of content across four formats.
A 60-second hero film announcing the World Cup Finals, released across all of Softball Australia’s social channels. Seven interview reels featuring players, sponsors, executives, and ministers. Two short highlight reels from the launch activations. And a 40-second and two-minute brand story film featuring all key stakeholders, built specifically to support commercial partnerships and the Olympic inclusion campaign.
Each piece wove the sport’s 1965 legacy into the modern narrative, connecting sixty years of history to the vision of what Australian softball is building toward.
BRAND FILM PRODUCED
THE RESULT
A launch that landed.
The campaign delivered strong digital engagement across Softball Australia’s channels and generated widespread media coverage in the days following the launch. The hero film became the centrepiece of the announcement, a unifying piece that connected the sport’s history to its future and gave every stakeholder a single asset to rally around.
The brand story film has since become a cornerstone tool for government relations, sponsorship outreach, and the ongoing campaign for Olympic inclusion ahead of Brisbane 2032.
MOVING FORWARD
A story with a long way still to run.
The 2027 Women’s Softball World Cup Finals in Redcliffe will be one of the most significant events in Australian softball history. The content produced on that single day in 2025 will continue to serve the organisation through every phase of the lead-up, from sponsorship conversations to public awareness campaigns to the Olympic advocacy push that sits behind all of it.
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