Case Study

Richmond Football Club


In the dynamic world of Australian Rules Football, fan engagement is a crucial element that can make or break a team’s success. For Richmond Football Club, the challenge was not just about winning matches on the field but also creating a lasting connection with their passionate and growing fan base. Richmond approached us with a clear objective — to enhance fan and member engagement and deliver a corporate sales hospitality solution. Our challenge was to leverage technology to create a seamless and personalized experience for fans, from ticket purchases to event attendance and beyond.

Recognising the unique needs of Richmond and drawing on our experience in the space, we embarked on a Salesforce journey leveraging the power of Sales Cloud, Blackthorn Events, and Marketing Cloud. The goal was to integrate these solutions seamlessly to streamline corporate sales and hospitality operations, enhance marketing efforts, and ultimately strengthen the bond between the club and its supporters.

Sales Cloud & Blackthorn empower Richmond’s corporate sales & hospitality team to manage and promote events seamlessly. From match days to exclusive fan experiences, the club can effortlessly organise and execute events that resonate with their audience. The platform also provides a 360-degree view of each fan, enabling personalised interactions and targeted outreach. Ticket sales, membership renewals, and merchandise purchases became more efficient and tailored to individual preferences.

To elevate the club’s marketing execution, Marketing Cloud creates personalised and targeted campaigns based on all the rich information now available within Salesforce and the clubs other integrated data sources. Richmond now connect with fans on a more personal level, delivering relevant content, promotions, and updates. This not only boosts fan engagement but also contributes to increased membership and game attendance.

Skie has partnered with Richmond on several projects on their Salesforce journey and our partnership has evolved into ongoing projects and managed services, ensuring a sustained and evolving fan experience.

The Richmond Football Club, Skie and Salesforce partnership stands as a testament to the transformative power of technology in the world of sports. By leveraging Sales Cloud, Blackthorn Events, and Marketing Cloud, Richmond is empowered to not only succeed on the field but also forge lasting connections with its dedicated fan base.

Project Summary

Replacing end of life tech with a new lease on life tech

The Challenge

Richmond was facing legacy CRM at it’s end of life and wanted to reimagine the way they engaged and interacted with their fans and members on a more personal level.

The Solution

Sales Cloud with Blackthorn for turnkey events and corporate sales. Salesforce Marketing Cloud & Personalisation to engage and drive deeper club connection with fans & members.

The Result

Richmond Football Club gained total visibility of their membership, driving more targeted and meaningful engagement. Corporate Sales and Events are aligned and drive additional value to members and the organisation.
From the client

Going into this project, we knew nothing about Salesforce. Skie helped use every step of the way from design to build, training to go-live and beyond.

Troy Johnson
, Data & Analytics Manager
Case Studies

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