Rugby Australia and Komo Partner to Build Fan Loyalty for the Golden Decade

Rugby Australia has appointed Komo as its official fan and member engagement platform, embedding the Australian-built technology across its entire national ecosystem.

The partnership serves as a mechanical necessity for the “From Green To Gold” strategy, providing the engagement and loyalty infrastructure required as Australia prepares to host a series of major international events. This “golden decade” includes the Men’s Rugby World Cup in 2027, the Women’s Rugby World Cup in 2029, and the Brisbane Olympics in 2032.

The Komo platform will be deployed across the Wallabies, Wallaroos, Sevens, NSW Waratahs, ACT Brumbies, and Super Rugby Pacific. The technology allows these teams to launch branded fan hubs, live in-stadium activations, and gamified campaigns in minutes.

By capturing first and zero-party data, Rugby Australia aims to move away from fragmented broadcast models and changing social algorithms to build direct, data-rich relationships that persist beyond match day.

General manager of fan growth at Rugby Australia, Dan Wilkins, stated that the partnership helps create better match-day moments and interactive experiences while building the data capability to understand what fans actually value. 

“We need to give fans more reasons to engage, not more things to scroll past.”

“Our job is to make Rugby feel more present, more rewarding and easier to be part of across the year.

“This partnership helps us create better match-day moments, competitions and interactive experiences, while building the data capability to understand what fans actually value and give them more of it,” Wilkins said.

CEO and Co-founder of Komo, Joel Steel, highlighted that the platform is designed to turn every touchpoint, into a data point that deepens fan relationships over time.

“Rugby Australia is entering the most significant period the sport has ever seen in this country, and the ‘From Green To Gold’ strategy reflects an incredible ambition,

“But the organisations that will truly capitalise on this decade aren’t just the ones that show up for the big moments – they’re the ones building direct, meaningful relationships with fans in between.

“That means knowing who your fans are, what they care about, and how to keep them connected to the game long after the final whistle.

“That’s what Komo is built for: turning every touchpoint – in the stadium, on broadcast, through websites and social media, across the varying seasons – into a data point that deepens the relationship and compounds over time.

“We’re proud to be the platform powering that mission not just for Rugby Australia, but for Australian rugby.”

The integration with Rugby Australia’s existing technology stack will deliver Komo’s full suite of capabilities, including loyalty programs, real-time surveying, and sponsor activation tools, across all properties starting from the 2026 season. 

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