Credit: Edoardo Busti via Unsplash
Melbourne Victory has named Attention Experts as its digital marketing partner ahead of the 2025/26 A-League season.
The agency will lead the club’s digital transformation, with a focus on membership, ticketing and community engagement.
The strategy will centre on performance marketing, audience segmentation and ROI tracking.
While the approach is data-driven, the club says community stories and player narratives will remain part of its digital content.
The campaign begins immediately, with membership advertising aligned to the fixture release. A ticketing push is due to start at the end of September.
Attention Experts founder and growth director, George Hawwa, said the goal is to help the club grow its supporter base and build deeper engagement.
“Our goal is to help Melbourne Victory deepen its relationship with supporters and reach new audiences,” he said.
“By working together, we will help harness the Club’s iconic brand and passionate fan base, while assisting Melbourne Victory in delivering a digital experience that drives engagement, loyalty, and long-term growth.
“We’re thrilled to play a role in their journey toward becoming the undisputed leader in Australian football.”
Melbourne Victory managing director Caroline Carnegie said the partnership will support the club’s broader growth strategy.
“We're incredibly excited to partner with Attention Experts to elevate our digital presence and strengthen the bond we have with our supporters,” she said.
“Their data-led approach to digital marketing will be instrumental in amplifying our key initiatives, from boosting membership and ticketing to enhancing community engagement.
“We look forward to working together to share the stories that make our Club special and connect with our diverse community.”
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