Tradable Bits, a fan engagement, data, and marketing solutions company, has expanded its relationship with the Australian Football League (AFL), the world’s only professional Australian-rules football league, to provide the league and 17 AFL Clubs with fan engagement and live activation solutions in 2024.

As part of the expansion, Tradable Bits will provide fan engagement options, a purpose-built CRM solution, and integrations with ticketing, merchandise, and marketing automation tools.

Tradable Bits first began working with the AFL in 2019 on a pilot project to help clubs diversify their digital fan engagement tools.

Tradable Bits has expanded its relationship with the league over the years, having now provided fan engagement services at 17 of the 18 teams in the AFL, with the most recent additions being the Geelong Cats, Adelaide Crows, and Port Adelaide Football Clubs.

The deal expansion has been unveiled with the 2024 AFL season set to begin on March 7.

Tim Mullaly, general manager of Asia-Pacific (APAC) for Tradable Bits, said: “As the leader in fan engagement solutions for the live sports and entertainment industries, we are thrilled to expand our affiliation with the AFL.

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“This relationship brings together our innovative engagement platform and CRM to deliver a holistic solution for the league and its teams. The demand for tailored experiences has never been stronger from the fan, and effective segmentation is the cornerstone to delivering on this.

“Turnkey fan engagement templates make digital or live in stadium activations a breeze, while the FanCRM allows for simple data segmentation. Smart AFL clubs are activating fan data through out-of-the-box marketing integrations, selling more memberships for less spend, generating qualified leads for sponsors, and demonstrating tangible ROI.”

Nick Forward, general manager of AFL Digital, added: “With the support of Tradable Bits, we're able to offer personalized experiences and enhance our digital offerings that not only strengthen our connection with each fan but also enrich their overall experience with the AFL and its clubs.”

Last November the AFL agreed a decade-long partnership with sports marketing agency TGI Sport.

TGI partnered with the AFL to upgrade the match experience at the 100,000-capacity Melbourne Cricket Ground (MCG) stadium, and the 53,359 Marvel Stadium.

The agency will provide new LED signage and digital screens at the two grounds in a move that is aimed at increasing the commercial outlook of sponsors and enhancing the matchday experience.