St Kilda Football Club Announces Partnership with Live-Shopping Platform Whatnot

The St Kilda Football Club has formalised a new commercial agreement with live-stream shopping platform Whatnot, naming the company as the club’s official and exclusive live shopping partner. The partnership is set to run through to the conclusion of the 2026 season.

Whatnot, which serves as Australia’s largest platform for community-driven live commerce, allows buyers and sellers to connect through shared interests in brands, products, and collectibles.

This deal represents an expansion for St Kilda, aiming to diversify its commercial portfolio and engage supporters through interactive, digital-first experiences.

Highlighting the club’s commitment to exploring modern digital engagement strategies, St Kilda chief customer and commercial officer, Michael Scott, said: “As a club, we’re always looking for innovative ways to engage new audiences and stay ahead of the game, both on and off the field.”

“Partnering with a fast-growing and unique platform like Whatnot is a fantastic opportunity for us to diversify our commercial partnerships and connect with fans in a completely new way,” Scott said. 

Noting that the collaboration marks a significant milestone for the brand, general manager of Whatnot Australia, Alex McCauley, added: “This is a first-of-its-kind partnership for Whatnot, and we’re excited by the opportunity to connect with a passionate new audience.” 

Enhancing Fan Engagement

Under the terms of the agreement, the partnership will focus on interactive content and digital activations. Fans will have the opportunity to participate in live-streamed events featuring St Kilda players and club personality Ollie Geale.

These sessions are designed to facilitate real-time interaction, allowing the club to leverage the unique community-building features inherent to the Whatnot platform.

As an immediate incentive for the club’s supporter base, Whatnot has launched an exclusive offer for St Kilda members, providing a $15 credit upon signing up to the platform.

Whatnot will receive prominent exposure across the club’s digital, social, and game-day assets throughout the remainder of the 2026 AFL season.

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