Home Advantage
Every organisation in sport has access that money can’t buy. We find the stories inside it and build a series around them.
Six questions, all about you — not about me.
They take a couple of minutes, and they mean that when we talk it’s an actual conversation, rather than me asking you the basics for twenty minutes.
Fill it in and I’ll come back to you within a day.
What I keep noticingMost of the best moments in sport happen when the cameras aren’t pointed at them.
I’ve spent over fifteen years in sport, from the promo departments at Nine, Ten and Fox Sports to producing at Premier League Productions in London, and for the last ten I’ve been the one with the camera. Inside teams, inside tournaments, from World Cups down to grassroots.
Everywhere I go, these organisations, brands and sponsors are already sitting on the best untold stories in their sport. There are athletes people would love to know, coaches with twenty years of opinions, and a lot of really good angles that just pass by, because everyone’s busy with the game and nobody’s around to catch them.
It isn’t that the access isn’t there. Most of the time it’s that nobody has the time to notice what’s in front of them.
Every zone is already yours
You already own the access. What you’re paying for is knowing what to do with it.
What it isA programme you run, not a video you order
So we built a programme around that, and we call it Home Advantage. The name comes from the simple idea that you already have the best seat in the house. The players, the coaches, the staff, the volunteers and the fans are all yours, and the stories are happening whether anyone films them or not.
What makes it different is that it starts before a camera comes out. We spend time inside first, at training, on the bus, in the office, wherever the work actually happens, because we believe you’re never going to spot the good stuff if you’re not around for it.
From there we plan a series rather than a single piece, so the content has somewhere to go. Each episode builds on the last, people get to know the faces, and you have something coming every week instead of scrambling for the next post.
We look after the whole thing, from the planning to the shoot to the edit, because the stories that land are usually the ones you only find by being there from the start.
How it runsWhat it involves, start to finish
1. It starts with a conversation, not a quote
We want to know what you’re trying to move, where you’re trying to grow and which fans you’re trying to reach. It might be members, ticket sales, a sponsor renewal or a number someone’s promised the board. We’d rather understand the job properly before we put a price on it.
2. We spend time inside first
Before anything gets filmed, we turn up. We meet the people, sit in on training, get across how the place works and listen to the stories your own staff tell each other. Your team usually knows things we never would, and this is where we learn them.
3. We map out the season
We shape what we’ve found into a content roadmap: the people worth following, the moments on the calendar, the episodes and how they connect. You end up with a year of content planned, so you’re not reacting week to week.
4. We film as it happens
Plans change in sport, so we stay close enough to pick up the stories on the run. When a player nobody was talking about has a big game, we can sit down with them and build something around it while it still matters.
5. The series keeps going
Episodes are cut for wherever your audience actually is, whether that’s vertical for Instagram, longer pieces for YouTube or your own site, and versions your partners and sponsors can share. It keeps building between events instead of going quiet in the off-season.
What it can look likeThe method stays the same, the format changes
What it turns into depends on you and the stories we find. Sometimes it’s one athlete’s season, sometimes it’s the whole organisation, and sometimes it’s a brand following the people who use what they make. It could be:
An athlete documentary
A season series
A brand film
The official film of an event
Behind-the-scenes short form
Some mix of all of it
What it doesHome Advantage does three things, really
Fan loyalty
Your fans stick around between events, because there’s always something coming and a reason to check back in.
Brand recognition
People get to know your athletes by name, and not just your results, which is what makes them follow you and not just the scoreline.
Content roadmap
You’re not scrambling week to week, because it’s already planned, and your team can get on with everything else.
Two examplesOne finished, one still to come
FIFA World Cup 2026: embedded with the Colombian national team
The job was to capture features and stories across the five weeks they were in the tournament. The biggest thing I found was how it evolved from week to week, as trust was earned and respect was gained.
What started out as compulsory interviews with players and managers turned into real conversations, with stories nobody knew about in week one. We saw the opportunities as they happened, picked up the stories on the run and made the most of it while it still mattered.
A sporting federation with ambition, and no budget yet
We’re working with a sporting federation who’d never really produced content before. They had the ambition and the athletes, they just didn’t have a budget.
So we went and found one together, and the funding came through. The series is still ahead of us, and when it gets going we’ll be building it out from the inside. More on that one soon.
That’s not technique. It’s time, and turning up, and not being a problem.
Working with your teamWe work alongside the people already there
Wherever we come in, it’s a collaboration. Your comms and marketing people know the organisation, the athletes and the sensitivities far better than we do, and they usually know things we never would. We bring the time on the ground, the storytelling and the production, and we fit around the way you already work.
Access only works if people are comfortable with you being there, so a big part of the job is being easy to have around. We keep it small, we keep out of the way when we need to, and the person you meet at the start is the person who turns up.
Who it’s forOrganisations sitting on more than they’re showing
Home Advantage is built for organisations that have the access and the ambition, and want their content to actually grow an audience. That’s often a federation, a league or a club in a growing sport, or a brand or sponsor with real people behind what they do.
It’s the same inside a brand. The story’s usually wherever the work actually happens, and nobody’s looking for it there either.
It tends to suit
National and state federations, emerging leagues and challenger competitions
Clubs and teams building a following beyond match day
Sporting, apparel and athleisure brands, and the sponsors attached to sport
Heads of marketing and comms, content leads and commercial managers, often running a small team
Organisations with a content budget that isn’t moving the numbers, or funding they could unlock with the right idea
Probably not the right fit if you need
A highlights package or press-conference edits
A quick edit of footage you already have
A single video with no plan for what comes after it
Three quotes compared on price alone
Questions people askBefore you get in touch
How long does a Home Advantage programme run?
It’s built around your calendar rather than a set number of weeks. Most of the value comes from being around across a season or a year, because that’s how the trust builds and the stories show up. We’ll work out what makes sense in the first conversation.
What does it cost?
It depends on what the job needs. We don’t send a quote before we understand what you’re trying to do, so we’ll hear what you’re after first and then scope it properly. We aim to be fair and competitive while doing the job well.
We don’t have a content budget yet. Is it still worth talking?
Yes. Our sporting federation example started exactly there. Sometimes the budget comes from a grant, a sponsor activation, or a government or tourism partner, and the concept is what unlocks it. We’re happy to help work out where it could come from.
We already have someone in-house doing content. Does that matter?
Not at all, and it usually helps. We work alongside whoever’s already there, and they often know the best stories before we do. Home Advantage gives them a plan, more hands on the big moments and a series to build on, rather than replacing anything.
Will having a camera around get in the way of the athletes?
We keep the crew small and we learn the rhythms of the place before we film anything. After fifteen years in sport, a lot of the job is knowing when to step back. The aim is for people to stop noticing us, because that’s when the real conversations start.
Do you work outside Australia?
We’re based in Sydney, and the work has taken us to World Cups and major events overseas, so travelling for it is normal for us. If the stories are there, we’ll go to them.
Do you edit footage we’ve already shot?
For new clients, we tend to work best when we’re involved from the start through to the edit, because the stories come from being there. If you have a library of footage, it can absolutely become part of the series.
Who you’ll be working withPat Ulloa, PUP Creative
I’m Pat, and I started PUP Creative here in Sydney after coming back from London. We’re a small team that works as producer, camera and editor on the one job, so the person planning the story is the same person in the room when it happens.
Recently we were embedded with the Colombian team at the FIFA World Cup. Before that, we were in the middle of India with the Australian cricket team on the eve of the 2023 final, and rocking around in golf buggies with Jannik Sinner the day before the Australian Open final.
Getting startedSix questions, all about you
If this sounds like something you’re after, the form is at the top of this page, just under the video. It only takes a couple of minutes, and I’ll get back to you within a day.
Fill in the form, or email Pat directly at pat@pupcreative.com.au