The AFL Players Association

CHALLENGE

In 2018 the AFL Players Association team were using different tools and systems, and found they had no single source for player data. As the organisation grew, this became an issue.

INSIGHT

It’s not enough to implement new technology, you also have to improve processes and upskill the people behind them.

SOLUTION

We developed a close partnership with the AFLPA and football industry to step them through a dramatic digital transformation.

TRANSFORMING THE AFLPA FROM THE INSIDE OUT

In 2018, Australian Football League Players Association identified that in order to understand their players and engage with them in the future, they needed to undergo a digital and technology transformation of their business.

Across the Association there was no single source of truth for player data, while different teams in the organisation were using different tools and systems. As they increased in size this became more and more of an issue.

So, they brought on ntegrity to assess whether the organisation had the right capabilities to engage with players digitally. We then developed and implemented a two-year digital roadmap to outline their path to success.

Over the period, ntegrity worked closely with AFLPA and the football industry in providing strategic guidance across all aspects of their digital transformation. We helped with everything from the optimisation of business processes, strategic consultation, scoping of new tools & tech, resourcing solutions and the training of their team. We also helped with the selection and implementation of an organisation-wide CRM platform. And in return they helped with our short kicking game.

Services used:

  • Digital strategy
  • Marketing technology strategy
  • Technology requirements gathering
  • Training and upskilling
  • Change management
  • Customer journey mapping
  • Digital performance audit
  • Digital training
The digital roadmap you have developed really hits the mark. Well done.
Paul Marsh
CEO
NEXT CASE STUDY
ANU

Contacts

2/482 Bourke Street Melbourne, VIC 3000 Australia

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