afl case study: growing a sport fanbase in china

Scoring a Chinese FanbaseCase Study: AFL

25% of current Australian rules

football lists are from diverse

backgrounds

The governing body, the AFL, wanted

to reflect this diversity by broadening

its appeal to growing markets, like

China, with an exhibition game

but because there was little exposure

to the sport

and a language barrier...

你会说中文吗？

it was largely an unknown sport in China.

? ??

That’s where MAILMAN came in

60Kvisitors to their website

in 30 days

The result200k+visitors to their

website in 90 days

7000+Chinese attendees at AFL’s

1st exhibition game in China

Websitecreated Chinese website

to educate & involve

the expanding fanbase

How we did it...Engagement

used social media

channels to start

conversations

Campaignspromoted game

through local sports

channels & ran contests

The website housed content designed to educate, engage & get Chinese

excited for the game

We harnessed the influence of Key Opinion Leaders

(KOLs) and microblogs to drive engagement

And promoted the AFL through media campaigns on

sports websites and platforms with prizes to increase

exposure

With Mailman’s help, the AFL had over 7000+

turn out to the event, a TV deal & major

media coverage across key China press, and

most importantly, established a fan base in

China

www.kawo.com

Brought to you by Mailman Group

Socializing Business

www.mailmangroup.comFor more information, contact info@mailmangroup.com