AFL and Clubs Extend Tradable Bits Partnership to Unify Fan Engagement

The Australian Football League (AFL) has announced a multi-year renewal and expansion of its partnership with Tradable Bits, selecting the company’s fan data platform to power digital engagement across both the AFL and AFLW.

Following a competitive RFP process, the agreement reinforces a relationship that began in 2019 and has since scaled into one of the most comprehensive fan data ecosystems in global sport.

By integrating the AFLW into the core engagement framework, the league is further strengthening its leadership in women’s sport, ensuring that technological innovation and personalised experiences are delivered consistently across all elite competitions.

Commenting on the partnership, AFL general manager digital product & technology, John Sinistaj, said: “From the screens to the stands, the AFL connects fans to the moments that matter to grow their love of footy.”

“This requires delivering engaging experiences throughout the season that drive viewership, foster community, provide actionable fan insights, and create meaningful connection opportunities through partner integration.

“Tradable Bits was the best solution to deliver on these objectives,” Sinistaj said.

For Richmond, senior platform developer, Daniel Bull, highlighted that deeper insights into fan behaviour have transformed decision-making, allowing for smarter, more effective lead generation and community surveys.

This enables clubs like the West Coast Eagles and Richmond to move beyond simple transactions toward long-term fan relationships by tailoring content and match-day experiences, such as junior mascot selections and “Fan MVP” voting, to specific demographic profiles.

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