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Richmond shows impressive off-field performance to cap AFL Grand Final win

Richmond shows impressive off-field performance to cap AFL Grand Final win
October 18, 2019

Richmond Football Club’s 2019 campaign was not only a success on the field, securing a grand final win, but also the AFL club has also produced some impressive consumer metrics.

For the second consecutive year, Richmond’s membership number topped 100,000 – retaining its status as the only club to have reached the six-figure milestone.

The Club’s average home-game attendance of 59,987 was the highest in the AFL, a feat the club has now achieved three years running.

Richmond’s digital platform usage also grew substantially with website sessions reaching 11.5 million, up 30% year-on-year, while video consumption grew 9.5% to 4.5 million.

Instagram engagement also continued to grow, jumping 26% to reach 236,000 followers, the highest in the AFL.

Thanking all Richmond members and supporters for their ongoing passion and loyalty, Richmond Chief Executive, Brendon Gale stated "our fans are our strength in so many ways and we wanted to share these numbers with them.

“We hope our members and supporters feel a great sense of pride and these numbers just reinforce the wonderful support we have as a Club.

“It is never taken for granted.”

Richmond's major sponsor Nib was able to successfully drive sales and build key partnerships in the community by placing its products in front of more than 100,000 passionate Richmond supporters on a consistent bases, according to Rhod McKensey, nib Group Executive - Australian Residents Health Insurance.

McKensey advised “Richmond is our primary brand sponsorship property targeting the Victorian market.

“The Club’s on-field success has seen some incredible growth in crowds and membership but also exposure for the nib brand across all traditional and digital media platforms,” Mr McKensey told Ministry of Sport.

“Through this success, we’ve been able to deliver real commercial benefit to our business not only through brand exposure but also through unique stakeholder and member engagement experiences, as well as promoting the great community work of our nib foundation and their funding partners.

“We are proud to be a part of the Tiger Army and look forward to building on what is already a fantastic relationship into the 2020 season,” he added.

Richmond is currently in the market for 2020 traditional and non-traditional partnerships, presenting a great opportunity for brands who are wanting to reach a highly engaged national audience.

Related Articles

30th September 2019 - Triumphant Premiers Richmond reveal expanding role beyond that of a traditional AFL club

28th September 2019 - AFL Grand Finalists Richmond commended for setting healthy sponsorship benchmark

6th September 2019 - Partnership extended between Swinburne and Richmond Football Club

19th July 2019 - Cardinia Shire renews Aligned Leisure’s facility management contract

5th July 2019 - Aligned Leisure becomes White Ribbon accredited workplace

25th June 2019 - Hawthorn FC partners with Benchvote to drive grassroots campaign

30th April 2019 - Richmond Tigers partners with Nielsen to track fans’ attitudes and behaviours

29th March 2019 - Richmond FC secures Federal Government funds for Swinburne Centre redevelopment

19th November 2018 - Health insurer HBF secures naming rights for Perth’s NIB Stadium

2nd August 2018 - AFL memberships exceed one million for first time

27th September 2017 - AFLW confirm further expansion plans over next two years

30th August 2017 - Richmond attracts AFL’s biggest crowd numbers through 2017 season

27th July 2017 - Tiger PAW program wins Industry Innovation Award

18th November 2016 - Richmond Tigers report loss but confident on future operations

25th October 2016 - Aligned Leisure and Richmond FC offer PHD Scholarship into improving health outcomes

15th July 2016 - Richmond Football Club promotes female fitness in partnership with VicHealth

27th February 2016 - Richmond Football Club’s off field success built on the industry skills of key staff

25th June 2015 - Richmond Tigers break membership records topping 70,000 barrier

24th November 2015 - Qantas and nib combine to link to health insurance with activity rewards

19th November 2015 - Richmond records 11th consecutive year of profit


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