AFL Creates Fans for Life with Salesforce

The Australian Football League (AFL) is dedicated to growing the sport at every level, from local clubs to elite competitions. To achieve their mission of bringing 'footy in every home,' whether through playing, supporting, coaching, or volunteering, the AFL recognized the need to enhance both grassroots participation and overall fan engagement.

By leveraging Salesforce's integrated CRM, data, and AI solutions, the AFL has transformed its approach to community and fan interaction. Data silos that once hindered decision-making have been replaced with a unified view of fans and members, enabling targeted marketing campaigns and improved engagement strategies. Clubs like the GWS GIANTS and Sydney Swans are now empowered with data-driven insights, optimizing their operations and enhancing the fan experience.

Salesforce's Marketing Cloud, combined with the AFL's Fan Data Service, has automated and personalized engagement efforts. Clubs can now tailor communications based on fan interests, such as preferences for men's or women's squads, or reward frequent attendees with membership opportunities. This level of personalization extends to game day experiences, with potential for real-time information delivery to ease stadium entry and travel.

Looking ahead, the AFL aims to further leverage AI to improve decision-making and create even more personalized fan experiences. By streamlining tasks and providing ethical, bias-free AI tools, the organization is committed to empowering its employees and ensuring that no one is left behind in this technological evolution.

Value Results:

• Increased Membership: All ten clubs on the Salesforce platform experienced increased membership during the 2023 season.

• Time Savings: Clubs saved over 42 hours per week through email automation.

• Data-Driven Decisions: Enhanced data insights empowered better resource allocation and growth strategies.

• Enhanced Fan Engagement: Personalized campaigns and experiences fostered stronger connections with fans.