Melbourne City FC Secures Decade-Long INTIX Partnership to Transform Digital Membership Experience

City Football Group’s Melbourne City FC has signed a ten-year technology partnership with ticketing and data specialist INTIX to completely overhaul its club membership framework into a fully bespoke, data-driven fan engagement ecosystem.

The decade-long agreement features a co-designed product roadmap engineered to evolve dynamically alongside the organisation’s scaling requirements, moving away from generic off-the-shelf software solutions to establish a tightly integrated white-label digital frontend.

Strategically, the alliance aims to empower the club with real-time analytics to capture behavioural insights, streamline commercial fulfillment, and convert prospective supporters into dedicated paid members.

Underscoring the long-term commercial vision driving the collaboration, Melbourne City FC CEO, Brad Rowse, noted the shift from transactional ticketing to enduring relationship management.

“Membership is much more than a transaction.”

“It can be the start of a lifelong connection with the Club, and our partnership with INTIX will help us make the experience better from the first click through to matchday.

“We didn’t want to settle for something off the shelf. Working with INTIX has allowed us to build a platform around our members’ needs, with room to keep improving it over time,” he said.

From a technology vendor perspective, the partnership provides INTIX with a prominent marquee client in the Australian elite sporting landscape.

INTIX CEO, Judd Goldstein, highlighted the significance of equipping the club with advanced data architecture.

“With this solution, Melbourne City will truly be able to own and manage the relationship with their most deeply engaged fans in real-time, with live insights flowing seamlessly from our platform into their existing systems.”

“We are also excited to have an opportunity to provide fans with a membership experience that brings more value to both them and the club,”

“We are thrilled to be working with such a tremendous and innovative partner. Melbourne City and City Football Group are helping us show the Australian elite sporting market what a modern membership solution can and should look like and be,” Goldstein stated. 

The custom infrastructure connects seamlessly with Shopify for e-commerce, third-party customer relationship management systems, marketing automation software, and AAMI Park stadium access control, allowing supporters to use digital wallet passes alongside general matchday ticket holders.

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