Tradable Bits To Revolutionise AFL Club Fan Engagement

Tradable Bits, a leading provider of fan data technology, has been selected by all 18 Australian Football League (AFL) clubs to drive fan data acquisition, analysis, and activation strategies for the upcoming season.

This move further solidifies Tradable Bits’ partnership with the AFL, which has been ongoing for over five years, as it continues to expand data intelligence gathering across in-venue, broadcast, email, and mobile SMS platforms.

As the premier fan marketing platform across the AFL, Tradable Bits offers comprehensive solutions tailored to the unique needs of sports organisations.

Its technology provides seamless fan engagement tools, including a purpose-built CRM for sports teams and integrations with ticketing, merchandise, and marketing automation systems.

Commenting on the platform and their goals, Tradable Bits general manager, APAC, Tim Mullaly, said: “”At Tradable Bits, we’re fans first and foremost. We understand the core of fandom is connection, and our clubs are always looking to get closer to their fans by delivering unique and authentic experiences.”

“With the vast majority of the AFL industry now using our data intelligence and activation tools, Tradable Bits is powering more fan engagements than ever before,” Mullaly said.

Through this partnership, the AFL and its clubs will collect fan intelligence across multiple platforms, ensuring a more personalised and data-driven approach to fan engagement.

Since its initial partnership with the AFL in 2019, Tradable Bits has played a crucial role in transforming digital fan engagement, with the collaboration starting as a pilot project aimed at diversifying engagement tools for AFL clubs, but as the league’s digital ecosystem has evolved, the partnership has grown significantly.

Commenting on the partnership, North Melbourne digital marketing and analytics manager, Jackson Zilco, said: “Partnering with Tradable Bits has been instrumental in helping our club better understand and engage with fans. They’ve grown with us as we’ve evolved our Fan Engagement and Data strategies and are always proactive when it comes to ideas and strategy.”

“We’re aiming for record membership numbers in 2025, and Tradable Bits is key to our lead generation efforts. It remains an integral part of our technology stack and plays a big role in helping us reach Membership targets,” he said.

Western Bulldogs head of customer experience & insights, Danielle Wooley, added: “Tradable Bits’ automations have streamlined our fan communications. By integrating directly with Ticketmaster Archtics, we’ve cut our fan welcome email turnaround time to less than 24 hours, a task that previously took up to three weeks.”

“Timeliness and relevance matters. Prioritising this shows our fans that we understand them and goes a long way to fostering genuine connection.

“We ran a Tradable Bits Personality Quiz during the season, garnering over 3,000 participants.

“The campaign fed a tailored experience journey, resulting in a 500% attendance increase in one season,” Wooley said.

Tradable Bits has been at the forefront of different initiatives during their partnership with the AFL, including real-time automation, personalised experiences, and return on investment (ROI) tracking.

Throughout 2024, Tradable Bits campaigns generated over 100,000 hours of engagement for fans across the AFL ecosystem, which will now power fan engagement initiatives for all 18 clubs as well.

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