Case Study: Australian Football League boosts AFLW sign-ups and engagement with Genius Sports

Australian Football League - Customer Case Study

The Australian Football League (AFL) partnered with Genius Sports and its digital partner Telstra to grow the AFLW fanbase and unlock more value from women’s football. AFLW wanted to build on its existing digital engagement strategy by creating a fantasy football experience, improving user engagement with team and player stats, and integrating the new experience with its existing single-sign-on system.

Genius Sports built a custom fantasy game and predictor platform within the AFL’s digital environment, giving fans leagues, leaderboards, stats, and sponsor activations to drive participation and time spent on owned channels. The result was strong: AFLW’s fantasy and predictor beat sign-up and engagement targets by 2x, supported 30,000+ player sign-ups, reached a younger audience with 60% of users aged 29 or under, and drove one-third of users to opt in.

Australian Football League