Case Study: Cronulla Sharks achieve 75% more profiles and $72K additional revenue with Marketo

NRL rugby team Cronulla Sharks taps the power of Marketo to get closer to fans, customers, and prospects

Cronulla Sharks, an Australian NRL team that also owns its stadium, faced fragmented fan touchpoints (website, email, social, game days, membership) and a thin marketing database—just 45,000 profiles despite up to 1.5 million annual website visitors. The club needed a seamless customer experience, deeper fan insights, and closer marketing–sales alignment to improve lead quality and revenue.

By implementing Marketo marketing automation to capture behavioural data and run segmented, automated campaigns, the Sharks grew profiles by 75% (to ~79,000) in three months, achieved an 11% conversion rate on automated membership campaigns, generated $72,000 in new hospitality revenue, improved sales efficiency with higher-quality real-time leads, and eliminated third‑party campaign costs.

Cronulla Sharks

Scott Maxworthy

Head of Digital Commercialization