The Australian Football League (AFL) and its clubs have renewed and expanded their partnership with Tradable Bits, selecting the company’s fan data platform to power digital fan engagement across both the AFL and AFLW.
Over the years, this partnership has scaled to become one of the most comprehensive fan data ecosystems in global sport. Since first partnering with Tradable Bits, AFL clubs have transformed how they engage fans, moving from fragmented channels to a unified, data-driven approach that connects digital, in-venue, and partner experiences.
Today, the platform supports:
- Millions of new and existing fans engaged across the AFL ecosystem
- Real-time engagement across web, mobile, in-stadium, and partner activations
- Centralised fan data powering marketing, commercial, and editorial teams
- More than 46 million campaign views generated and counting, totalling over 46 years in total engagement time
The expanded agreement includes support for both the AFL and AFLW, ensuring that connected, data-driven fan experiences are fully deployed across both the men's and women's competitions. By unifying fan data and engagement strategies across both leagues, the AFL is solidifying its leadership in women's sport, building a more connected, inclusive, and future-ready fan ecosystem.
QUOTES:
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Tradable Bits is uniquely positioned to help the AFL and its clubs elevate digital fan engagement at scale. We centralise fan interactions across all channels, uncover where and how fans engage most, and enable personalised communication at the right time, on the right channel, in the right way. By putting fans first, we help organisations better understand and serve their audiences, driving deeper engagement, stronger communities, and measurable commercial outcomes.
Mike Morris – General Manager, APAC at Tradable Bits
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From the screens to the stands, the AFL connects fans to the moments that matter to grow their love of footy. This requires delivering engaging experiences throughout the season that drive viewership, foster community, provide actionable fan insights, and create meaningful connection opportunities through partner integration. Tradable Bits was the best solution to deliver on these objectives and support a cohesive, data-driven fan engagement ecosystem.
John Sinistaj – AFL General Manager Digital Product & Technology
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Tradable Bits is an intuitive platform that empowers even our non-technical team members to build and launch campaigns with ease. It sits at the core of our martech ecosystem, serving as our primary tool for prospecting, database growth and fan engagement. Fully integrated with our CRM and marketing automation platform, it powers everything from lead generation campaigns and community surveys to match-day member experiences. Beyond engagement, Tradable Bits has directly contributed to sustained year-on-year growth in digital partner spend since 2019. It is not just a tool — it is a strategic asset embedded across our commercial, marketing and membership operations.
Shane Chapman – Head of Data & Analytics at West Coast Eagles
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Having access to deeper fan insights has transformed how we make decisions. Tradable Bits enables us to better understand behaviours and preferences, allowing us to deliver more effective campaigns. This can be seen through their reporting suite, which lets us look at a range of demographic profiles of who enters various competitions, so we can further tailor specific experiences to the right people.
Daniel Bull – Senior Platform Developer at Richmond Football Club