THE ACTIVATION
Federation Square was completely reimagined as a Premier League fan zone through a full Stan Sport brand takeover. The live broadcast sat at the heart of the space, surrounded by entertainment, freestyle football performances, branded prize activations and hospitality zones. Every element was crafted to embody the spirit of matchday, uniting passionate supporters and new audiences in a shared, high-energy experience that blurred the line between sport, fandom and entertainment.
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○ CHALLENGE
When Stan Sport secured the exclusive streaming rights to the Premier League, one of the biggest sporting moments in Australian TV, they needed a launch that matched the magnitude. With just two weeks’ to execute, New Moon was tasked with creating a large-scale fan experience that announced Stan as the new home of football, brought the energy of matchday to life, and drove nationwide buzz.
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○ SOLUTION
In record time, we transformed Melbourne’s Federation Square into a high-impact live site for the Manchester City v Tottenham Hotspur match. A custom pitch, giant screen, immersive activations and a bold blue wash turned the square into a sea of Stan Sport energy. Interactive giveaways, food trucks, and roving performers kept the atmosphere alive, creating an experience that felt as epic as the league itself.
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○ RESULT
– 6,000–8,000 fans attended across the live broadcast period, with capacity crowds at peak moments
– Extended dwell of 2–3 hours, with fans staying for the full Premier League broadcast
– Audiences engaged across 9 key activation moments
– Activation was amplified across national broadcast, digital and social channels, extending reach beyond the live audience
– Positioned Stan Sport as Australia’s home of football, proving live sport’s power as a cultural, fan-first moment
THE DESIGN
Stan Sport dominated the landscape through bold, cohesive branding paired with Premier League creative. The custom pitch, large-format signage, and colour-blocked furniture created a premium yet accessible environment, while the full precinct branding ensured the Stan Sport presence was unmistakable from every angle, on ground and across broadcast.
PRODUCTION & LOGISTICS
Delivering a live broadcast event of this scale in one of Melbourne’s busiest public spaces required careful planning and precision. From coordinating large-format LED screens and sound systems to navigating site permits, overnight bump-ins and crowd management, the operation was tightly orchestrated across multiple teams. Despite the two-week turnaround, the build was executed seamlessly, ensuring the experience ran smoothly for both fans and broadcast.
THE PARTNERSHIPS
In collaboration with the EPL, Federation Square and Ultra Football, we delivered a seamless activation under extreme time pressure. Strategic partnerships expanded reach and credibility, while influencer attendance and media coverage amplified the experience nationwide.