What others say about us is far more important than what we say about ourselves. Find out more in this case study about Sydney Swans Football Club.

Other solutions weren’t able to track seating arrangements, sponsorship entitlements and membership engagements in one place.

Mitchell Miller, IT Manager, Sydney Swans


The Challenge

Each year 100,000 plus fans pack into “The G” to watch the Toyota AFL Grand Final. The atmosphere is electric, the players charged, and the sponsors keen to see whether the team they have supported will make it all the way to the top.

It’s the pinnacle moment of the season.EngageRM Sydney Swans Case Study Feature

Throughout the year the Sydney Swans engage regularly with members and sponsors, generating income and building loyalty.

Managing that day-by-day is no small ask. The Swans 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 the Swans have grappled monster spreadsheets to manage everything – a time consuming and inefficient approach.

Microsoft partner, EngageRM, have developed the SportsRM product to manage complex corporate sponsorship and hospitality arrangements. Built on Microsoft Dynamics 365, the solution is transforming the Swans relationships with corporate sponsors and fans.

We need to keep track of 17,000 plus entitlements for 70 plus sponsors and keep 50,000 members happy. The Swans’ ‘monster spreadsheet just didn’t cut it

Mitchell Miller, IT Manager, Sydney Swans

The Solution

Serving sponsors and ensuring excellent customer experience is also a top priority for the Sydney Swans. The only way to achieve that was to embrace leading edge technology. Swans IT Manager, Mitchell Miller explains:

“When we considered our options, other solutions weren’t able to track seating arrangements, sponsorship entitlements and membership engagements in one place,” she said.”

The fact that SportsRM also integrates with PerfectTablePlan, a system used to manage sponsor seating at some venues, was an added bonus.

“Our events department has found that it’s saving them a lot of time. This helps them deliver better services for our customers.” Mitchell says.

“Even the players benefit as they now have clear sight of any sponsor obligations they may have”.

“The new platform has streamlined operations in the marketing and sales teams. But it’s also delivering tangible benefits at the coal face; membership attendance is increasing, with fewer empty seats on game day; sponsors can see their entitlements – and print out their own tickets for game day”.


  The Benefit

EngageRM’s solution has allowed the Sydney Swans to break free from a manual approach anchored by clunky spreadsheets. Now, using technology tailored to deliver greater flexibility, agility and improved insights they can deliver better returns for the business.

The Swans will continue to benefit from SportsRM’s continuous improvement commitment to support changes in the industry and shifting club requirements.

Ultimately Sydney Swans have built closer fan and sponsor relationships and are kicking goals, thanks to SportsRM.

Seamless and memorable experiences

Our solution delivers operational excellence and builds consumer insights to improve operations and build revenue.