DARREN BIRCH.

  • COMPANY: AFL
  • ROLE: General Manager – Growth, Digital and Audiences
  • SESSION NAME:

    Leveraging Commercial Partnerships to Deliver Strategic Outcomes for Fan Engagement

  • CO SPEAKER:

    Matt Sanders, CEO – Draftstars

  • OVERVIEW:

    With growth from digital, social and desk top channels and the utilisation of greater statics of the game, AFL & Draftstar identified how they could create a more engaged user experience. The presentation will cover how the AFL & Draftstars use social and peer interaction, richer and deeper statistics into a mobile platform to improve engagement and ultimately commercial returns.

  • KEY LEARNINGS:

    1. How AFL created deeper user experience with commercial outcomes

    2. Why AFL invested and believed in the Draftstars partnership

    3. How did AFL identify the opportunity to help future proof their sport