Australian Rules football is almost a religion Down Under. But it takes a lot of work to maintain the fan base and to keep support growing.
Each club must engage regularly with its members and its sponsors to generate income and build loyalty. Managing this on a day-by-day basis is no small ask.
Clubs in the Australian Football League (AFL) count their members in the tens of thousands, and have multiple corporate sponsors. They want to make sure everyone gets the right ticket for the right game and that sponsors get all their entitlements when and where they should. They also want to inject efficiency and transparency into their operations.
In the past, clubs have had to grapple with monster spreadsheets to manage everything. That’s time consuming and inefficient.
Now, two major clubs – the Sydney Swans and Adelaide Crows – are using technology to transform fan interactions and stakeholder management. Microsoft partner, JayThom, has developed SportsRM to manage complex corporate sponsorship and hospitality arrangements.
Built on Microsoft Dynamics 365, the solution is transforming how the Swans and the Crows interact with corporate sponsors and fans.
