Latest News

Back to Latest News back


Sydney FC uses Storyblok’s CMS to boost match day revenue

Sydney FC uses Storyblok’s CMS to boost match day revenue
September 7, 2023

Content management system Storyblok has revealed how it has helped A-League club Sydney FC build a digital stadium experience that generates a massive amount of engagement from the fans along with revenue for the club.

As part of its strategy to boost fan engagement, Sydney FC has leveraged Storyblok’s content management system (CMS) to build winning digital experiences that ignite fan enthusiasm and boost match day income.

The journey began back in 2018, when, with Allianz Stadium being rebuilt, Sydney FC began a period of fours seasons of playing at different venues around Sydney.

Seen as being exhausting for the team and fans, who missed having a stadium of their own, as the end of the rebuilding of Allianz Stadium approached, Sydney FC knew they needed to do something special to build enthusiasm for the team’s return to the new venue.

They decided to leverage Storyblok’s category leading CMS, working closely with Herbert Digital, a Storyblok Certified Partner to build an exciting digital stadium experience in just four months.

Along with being the main source of content for everything about Sydney FC, the website features an ‘experience selector’ that enables fans to pick the best seats for their circumstances and the atmosphere they want to enjoy.

As Jeremy Butler, Head of Consumer Business, Marketing and Content at Sydney FC, explains “we were under intense time pressure to create relevant content for the website. The intuitive design of Storyblok was effective in allowing our content team to approach the project with minimal training. We, as marketers, can independently change the content without having to involve developers. This, combined with the ability to view changes in real-time, allowed us to achieve our objective ahead of the deadline.”

Thanks to Storyblok’s Visual Editor, Sydney FC was able to create all of the content in the CMS in just two weeks. When it launched in 2022, the website had over 1 million page events. Match day revenue skyrocketed by 370%, and attendance increased by 228% year-over-year.

Sydney FC only planned to use the website for the initial return to the Allianz Stadium, but after seeing this success and experiencing how easy and cost-effective it is to manage content with Storyblok, they decided to continue using it as their primary membership hub.

Storyblok co-founder and Chief Executive, Dominik Angerer advised “great digital experiences generate excitement far beyond the devices that they live on. Sydney FC has been able to use compelling content to drive action by their fans, leading to record revenue and attendance. This is a winning strategy, both on and off the pitch.”

Images courtesy of Storyblok.

Related Articles

6th September 2023 - WNBL fan feedback drives greater competition engagement

4th September 2023 - World Cup helps drive record memberships at four A-League Women clubs

2nd September 2023 - Brisbane Heat recognised at 2023 Australia and New Zealand Sports Technology Awards

22nd August 2023 - A-League Women’s opening round fixtures to be held in major stadiums for season 2023/24

12th August 2023 - NSW Government exhibits plans for more concerts at Sydney’s Allianz Stadium

7th August 2023 - Events promote Australia’s fast growing sports tech industry

25th July 2023 - Re-imagined website for MotoGP enhances fan engagement

6th July 2023 - La Trobe Financial named asset manager at Allianz Stadium and the Sydney Cricket Ground

15th March 2023 - A-Leagues announces plans for expansion teams in Canberra and Auckland as of 2024

1st February 2023 - Australian Professional Leagues names A-Leagues Chief Operating Officer

25th January 2023 - Sydney Roosters open Centre of Excellence at Allianz Stadium

2nd September 2022 - Sydney’s new Allianz Stadium revealed as costing $874 million

29th August 2022 - Venues NSW partnership with Rizer delivers memorable opening ceremony at Allianz Stadium

17th May 2022 - A-League partnership with Komo Digital drives fan engagement

4th April 2022 - A-Leagues and PFA partner to introduce social media content moderation software

27th January 2022 - Sydney FC releases augmented reality experience for new stadium

13th December 2021 - Brisbane Bullets partner with Komo Digital to drive fan engagement

14th May 2021 - A-League’s Macarthur FC and Sydney FC each reveal plans for new training facilities

23rd August 2020 - FFA advises of record digital fan engagement for 2019/20 A-League

5th April 2020 - FAN+ and Benchvote partner to deliver fan engagement opportunities

2nd December 2019 - Sydney FC slams security at GMHBA Stadium following fan expulsions

13th May 2019 - Sydney FC fan evicted from A-League finals game over disabled daughter’s bathroom access

28th January 2019 - The P.A. People boost audio experience for Sydney FC

17th September 2018 - FFA looks to introduce new A-League fan engagement initiatives

Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Altitude Training Systems

ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help all athletes gain the competitive edge. Our…

read more

Fitness / Sport / Technology


Centaman Entrance Control

Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…

read more

Access / Entertainment / Sport / Ticketing / Venues



Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over two million gym members across 40 countries making…

read more

Access / Fitness / Marketing / Recreation / Technology



ABOUT SPORTENG specialises in the Planning, Design and Construction inspection of Fields of Play for all sports. Blending engineering with the specialist knowledge gained from working closely with…

read more

Consultants / Recreation / Sport / Surfaces / Venues



PathMinder Pty Ltd have partnered with AllUser Industries srl to bring Europe’s most advanced high security portals to the Australian and New Zealand markets. AllUser Industries started to…

read more

Access / Fitness / Recreation / Security


Otium Planning Group

Otium Planning Group is a contemporary sport and leisure consultancy providing services in planning, facility development, management and funding for the sport, recreation and leisure industries…

read more

Aquatics / Consultants / Recreation / Sport / Venues



iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business