The playbook for sports marketing is changing. Fans are no longer engaging with the same generic messaging or constant promotions; instead, they love being helped. The most successful clubs have recognised this shift and are leveraging data—not in a creepy way—but using it to learn more about their audience and engage with them across channels. This shift in approach, from “reach” to “utility”, is redefining marketing in sports, and those who do it right are reaping the benefits of stronger engagement, loyalty and meaningful growth.
Reach to Utility: a shift in marketing mindset
Sports marketing has been dominated by one objective: reach. More eyeballs and more impressions were a driving force. But fans are tired of being sold to, and with no shortage of content, they’re tuning out.
What they want instead is value, access, and connection. This transition towards utility focuses less on reach and more on how helpful and timely your interactions are. From providing match-day information and personalised updates to content that improves fans’ experiences, this type of value is now key.
Used well, data helps this shift, allowing clubs to better understand their audience and deliver more relevant content across their channels. When marketing is useful, fans are more likely to engage and stay connected.
Channel-Specific Insights for 2026
Websites: the fan operating system
Club websites have moved beyond the static noteboard. For fans, it’s the go-to place for tickets, fixtures, membership, and content.
With changes in search and AI, content should be structured to answer real queries, from match-day planning to first-time attendees. The clubs that invest in useful, well-optimised content are the ones that are visible.
You can already see this playing out across local sporting clubs. Golf participation in Australia has now surpassed 4 million adults, with 1 in 5 Aussies playing the sport each year. As interest grows, so does competition online, making clubs compete for attention and visibility.
Clubs investing in stronger websites and improving search visibility will be more successful at capturing demand, while those relying on outdated strategies risk being overlooked.
Email marketing remains the king of ROI
Email marketing is one of the best-performing channels. The approach has evolved to replace broad campaigns with trigger-based communication, that is, timely, relevant messages related to specific moments. These have stronger engagement when aligned with fan behaviour, and could include:
- Upcoming match reminders
- Post-game follow-ups
- Personalised updates
Paid Ads: the multi-journey strategy
Meta and Google Ads strategies are evolving, with a shift towards non-linear funnels that rely on audience signalling rather than fixed segments. With advancements in AI-targeting, such as Meta Andromeda, the focus has moved towards algorithmic discovery.
Andromeda locates high-intent users by analysing their response to specific creative signals, using those signals to guide discovery. It then identifies who engages with which message and scales to find similar users across the platform.
While mapping the journey from awareness to conversion remains important, this has long been a standard practice. What’s changing is how campaigns are executed. Success now depends on providing a diverse range of tailored content, which algorithms then use to deliver the right creative message to the target audience at the moment it becomes relevant in their customer journey.
Social Media’s switch from broadcast to community
Social media has shifted from a broadcast channel to an extension of the club experience. The most successful content brings the fans into the action with behind-the-scenes moments and real-time interaction. Social media is an extension of your marketing. When used well, it connects and builds community, creating a space for fans to engage with the club and each other to foster long-term loyalty.
What content should include:
- Relatable moments
- Extended match-day moments
- Behind-the-scenes access (training, commentary, games)
- Fan interaction
- Community conversations
Content as authority in SEO & AI
You may have seen AI overviews when you search on Google. It provides quick answers without clicking links. Fans can now get their information directly from Google and AI tools like AI Overview, which is why Generative Engine Optimisation, or GEO is just as important as SEO.
To have your content appear in these snippets, you need to know what fans are searching for, e.g. “What is the best family-friendly match-day experience in Melbourne?” and create clear, concise content around these queries.
Digital marketing strategy and team support
A strong digital presence is built through a connected approach. For clubs, digital should extend beyond marketing into membership, community and the overall fan experience. This includes offering value through digital products, services and exclusive content, while using tools like retargeting ads to boost PR credibility and reach the club’s target audience.
It’s equally important to have the right support. A clear strategy, backed by the right tools and team, ensures all your channels work together and turns attention into a long-term connection.
Where it’s already working
Real results follow when these principles are put into action. Across different levels of Australian sport, a connected digital approach is already building stronger engagement and visibility.
NBL (National Basketball League)
Working with the NBL, we ran digital campaigns that have been leveraged to support product launches at key moments across the season. By aligning paid media, content, and audience targeting, the league has been successful in maintaining relevance across fan segments.
Williamstown Football Club
We supported a website refresh with a clearer digital strategy to improve how fans accessed information and engaged with the club online. Our focus was on elevating usability and structure to create a consistent experience across channels.
See more about how we work with Williamstown Football Club.
Gellibrand Cricket Club
For the Gellibrand Cricket Club, we built a new website to establish a stronger digital presence and make it easier for the local community to access updates and stay connected with the club throughout the season.
See more about how we work with Gellibrand Cricket Club.
The shift from reach to utility is well underway with fans wanting more value, relevance and connection across interactions. Clubs that embrace this new era and invest in a connected digital strategy are better positioned to engage their audience and build long-term growth.
If you’re looking to get more out of your digital channels, book a complimentary digital marketing consultation with Red Herring Digital, no strings attached.
