The sporting landscape has shifted, fans don’t just want to watch matches, they now expect to be immersed in game day experiences. This evolution has opened up doors for advertisers to tap into a more cost-effective channel while reaching new audiences.
That shift was a key talking point in a YesterMorrow webinar presented by AW, where a panel of sporting experts explored the balance between preserving tradition and growing their respective sports by enhancing the future fan experience.
For Loretta Johns, former Sydney Swans executive general manager, she was challenged with keeping the traditions of AFL alive and thriving, whilst also trying to get the casual fan watching the game. One way the Swans achieved this last year was through the ‘Match Day Mingle’.
“We created a singles event, very Gen Z targeted, to really create a social space within the game where, yes, the game is happening, and people will still watch the game, but that’s not the only thing that they’re focused on. They’re also focused on that social connection,” she said.
This was a massive hit, with both games last year that included the ‘Match Day Mingle’ selling out.
She also stated that the Swans didn’t want to dilute AFL tradition through having more casual fans walk through the turntables. So, on arrival attendees of the half time speed dating were giving a scarf—representing a multi-generational, traditional connection to the club.
Not to mention the food that was served up during the speed dating was an AFL delicasy of Four’N Twenty pies and sausage rolls.
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This led to more fans attending games, more fans tuning into the Swans social media channels and an overall bigger reach for the commercial partners of the Sydney Swans. It also presents an opportunity for challenger brands who may not have thought sport was the right channel for them—whether that be audience or price.
Initiatives like the ‘Match Day Mingle’ highlight how sport is evolving into a hybrid entertainment and social experience, creating fresh entry points for brands and advertisers. By attracting a younger, more socially-driven audience, the Sydney Swans are offering partners access to consumers who may not engage with traditional matchday advertising. This opens the door for challenger brands to activate in more creative, experience-led ways—whether through sponsored social zones, themed food and beverage tie-ins, or digital extensions across social media.
Ultimately, it broadens the commercial appeal of AFL beyond its core audience, delivering more touchpoints, deeper engagement, and a stronger return on investment for advertisers willing to think beyond the game itself.
The WNBL are also committed to reaching new fans, but not by sacrificing the enjoyment for traditional fans—making the league a strong media channel for advertisers. WNBL did this through “storytelling”, something that CEO Jennie Sager said has been missing in the women’s game for quite some time.
The basketball competition utilised storytelling in a four-part docuseries called ‘Beyond the WNBL’. The series took fans inside the lives, pressures and passions of the athletes driving one of the world’s premier women’s basketball leagues.
“It was huge part of our marketing and content strategy. That’s because there’s so much research out there that shows that young girls form their connections with players individually, more so than traditional club loyalty,” said Alli Galloway, WNBL head of fan growth
“The players who were telling those stories almost act as your influences to get those stories out as well, because they’re ultimately the ones that have the strongest connection between their followers and and the stories that they’re trying to tell.”
This proved a masterstroke as a new era of WNBL fans are now tuning into the sport. This can be shown in the recent finals series attendance that increased by 34 per cent compared to the previous season.
For brands and advertisers, WNBL’s investment into storytelling presents a powerful opportunity to align with athletes as influencers, tapping into engaged, loyal followings in a more authentic way than traditional sponsorship. It also allows for more nuanced partnerships such as branded content, documentary integrations, and purpose-led campaigns.
