St Kilda Saints Leverage School Holidays for Fans and Commercial Activations

St Kilda Football Club has rolled out a multi-pronged campaign to deepen fan engagement and drive commercial outcomes during the winter school holiday period, using match-day offers, community clinics, and retail incentives to broaden its supporter base.

The strategic push aims to grow match-day attendance, merchandise sales and community participation, while making better use of year-round club assets.

Free Kids Tickets Fuel Match-Day Growth

For its recent Sunday fixture against the Sydney Swans at Marvel Stadium, the club introduced a ‘Kids Go Free’ initiative, offering free entry for fans under 14 and up to 10 redeemable tickets per transaction.

The promotion helped lift gate numbers and was backed by family-friendly activations including a live DJ, glitter bar, glow sticks, mascots, and giveaways. While direct revenue from children’s tickets was foregone, the offer encouraged greater per-capita spend on food, beverage and merchandise—and built positive associations with the Saints brand among younger fans.

Clinics Reinforce Grassroots Pathways

St Kilda also ran a tiered series of July Holiday Clinics, catering to children aged 4–12 and teens aged 12–16 through its “Future Saints” program. The clinics supported grassroots participation, while giving the club an early pathway into junior membership acquisition and talent development.

Retail Offerings Drive Holiday Spend

The club offered 30% off Youth Guernseys and apparel, both online and at stadium outlets, coupled with a free Saints lanyard and keyring for all youth merchandise purchases at Sunday’s match.

This dual-purpose campaign aimed to boost sales during a key retail window and move inventory, while offering added value for in-stadium spend and deepening brand affinity among young fans.

Community Assets Boost Year-Round Engagement

Beyond the stadium, St Kilda spotlighted the Linton Street Café and on-site museum, alongside the Danny Frawley Centre—a facility housing a gym, pool, recovery spaces and mental fitness programs.

The café and centre offer ongoing touchpoints for fans outside game day, positioning the club as a community hub while diversifying revenue through memberships and program fees. CSR value is also embedded in the centre’s focus on holistic wellbeing.

The added prospect of fans glimpsing players in training offered further incentive to visit club facilities during the break.

Digital Strategy Supports Amplification

The club backed the initiative with a coordinated digital campaign, encouraging fans to follow official channels and engage with branded hashtags such as #SaintsFooty, amplifying reach and reinforcing online community presence.

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