Five years of content for Australia’s greatest stadium.
An ongoing partnership with Adelaide Oval covering matchday, concerts, hospitality and brand — across The Oval Hotel, Bespoke Wine Bar & Kitchen, Five Regions Restaurant and every major event in the precinct.
5 YRS
Ongoing partnership
500K+
Views across socials
3x
Gather Rounds covered
Multi-venue
Across the precinct
An iconic precinct that had to feel world-class every single week.
Adelaide Oval is more than a stadium — it’s a precinct of venues, brands and experiences that all live under one roof. From Test cricket and AFL to concerts, functions, tasting events and fine dining, the brief across all of it has been the same: show up at world-class standard every time, across every channel. For the past five years we’ve been the content partner behind that work — producing social, video, photography and marketing collateral for the Oval, The Oval Hotel, Bespoke Wine Bar & Kitchen, Five Regions Restaurant and every major campaign the venue has put into market.
One precinct, many brands, one content engine.
Major Events & Matchday
Embedded content teams across the Ashes 2025, Gather Round 2024, 2025 and 2026, AFL matchdays, Test cricket and international tours — capturing the goosebump moments and turning them into live-ready social content in minutes, not days.
Concerts & Stadium Shows
Content production across major stadium tours including Ed Sheeran’s Loop Tour 2026, Metallica and more — from pre-show hype content to on-the-night coverage and post-event recap films used across social, ticketing and partner channels.
Hospitality & Precinct Brands
Ongoing social, photography and video for The Oval Hotel, Bespoke Wine Bar & Kitchen and Five Regions Restaurant — plus tasting events, private functions and the venue’s signature hospitality offering that lives alongside the sport.
Brand Campaigns & Collateral
Creative and production for major brand moments including Adelaide Oval’s Reconciliation Action Plan, paired with marketing collateral deployed across billboards, print media and the website — one content engine feeding every channel.
How it came together.
The brief
Adelaide Oval is more than a venue. It’s a precinct of brands that all need to show up like world-class every single week. The Oval itself, plus The Oval Hotel, Bespoke Wine Bar & Kitchen, Five Regions Restaurant, the Adelaide Oval Roof Climb, and every major event from Test cricket to Gather Round to Ed Sheeran live on the same calendar and need a single content engine that can serve all of them. When the engagement started five years ago, the brief was already ambitious. Build an always-on content partnership that could cover matchday, concerts, hospitality, brand and campaign work for Adelaide Oval across every channel the venue lives on. Social, billboards, print, web, ticketing, partner decks, and sponsorship collateral. One team, one voice, one content engine covering the entire Adelaide Oval ecosystem.
The strategy and execution
The Fuel My Social approach to Adelaide Oval is built around one principle: every shoot becomes a multi-channel asset library. Nothing we produce for the venue is deployed only once. A single matchday shoot becomes organic Reels, paid ads, website hero modules, sponsor collateral, press decks and in-venue signage, all within the same month. Over the course of the partnership we’ve embedded content teams across the Ashes 2025, Gather Round 2024, 2025 and 2026, multiple AFL matchdays, Test cricket, international tours, and major stadium concerts including Ed Sheeran’s Loop Tour and Metallica. Each event gets its own production plan, a shot list tied to the venue’s marketing priorities, and a live social workflow that publishes key moments within minutes of them happening on the ground. Alongside the event work, we run ongoing content for the precinct brands: The Oval Hotel, Bespoke Wine Bar & Kitchen and Five Regions Restaurant all get regular social content, photography and video produced from the same content engine. We also handle brand campaign work for major moments including Adelaide Oval’s Reconciliation Action Plan, and deliver marketing collateral that extends beyond social into billboards, print media and the venue’s website.
Hundreds of thousands of views, every channel, every event.
Over five years, our content for Adelaide Oval has generated hundreds of thousands of views across social channels — and extended well beyond social into marketing collateral used on billboards, in print media and across the venue’s website.
Every shoot becomes a multi-channel asset library — fuelling ticketing campaigns, hospitality promotion, brand storytelling and partnership decks across the full Adelaide Oval ecosystem. From the Ashes to Gather Round to Ed Sheeran’s Loop Tour, Adelaide Oval has trusted us to tell the story of every major moment, and it’s a partnership that’s now running into its fifth year.
Stills from the shoot.
Let's talk about your brand.
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- hello@fuelmysocial.com.au
- 0451 245 589
- Adelaide, South Australia