Australian Professional Leagues unveils its digital platform, KeepUp

Australian Professional Leagues has unveiled its digital platform, KeepUp.

The announcement:

Australian Professional Leagues (APL), the entity charged with growing the professional football leagues in Australia, today unveiled KEEPUP, its unique football content platform.

The KEEPUP digital platform and data infrastructure, which launched today, represents a major investment in football in Australia. It is currently available as a website or app on both IOS and Android.

The platform was delivered to broaden and enhance the fan experience, connecting A-Leagues fans and international competition fans in one place. In its current form, the platform will focus on creating and curating content to bring fans close to the game however they choose, with significant expansion planned into the future.

KEEPUP will feature compelling content from the best of the A-Leagues, European and world football, the Socceroos and Matildas, NPL, and FFA Cup. A-League clubs’ content hubs will also be integrated onto the platform to ensure fans are offered the most comprehensive football resource available in Australia.

“KEEPUP is a football platform, built by football people for football fans and which delivers a unique experience and provides a central source of news and features to unite the currently fragmented football market. Our digital-first strategy creates the opportunity for our fans to experience what’s happening in the world of football, both on and off the pitch,” said Ant Hearne, Chief Commercial Officer, APL.

KEEPUP will continue to evolve through the season as it adds layers of dedicated coverage, augmented by significant tie-ups with domestic and international content providers.

KEEPUP has already assembled an unprecedented array of voices to tell unique and powerful stories about football in Australia and around the world. The site and app will provide insights, in-depth features and analysis on games, transfer news, as well as stories on culture and football identities from a team of football journalists on staff led by Richard Bayliss, Director of Content.

APL will also feature commentary from some of Australia’s football elite including Premier League great Mark Bosnich, Matildas legend Melissa Barbieri and Socceroos captain Matt Leckie.

“And this is just the beginning. We have a bold plan to evolve KEEPUP into an unparalleled global digital hub, expanding functionality beyond a content base to include gamification, e-Commerce, ticketing, second screen live stadium experiences and loyalty programs,” continued Hearne.

KEEPUP is the latest investment by APL, responsible for the operation, commercialisation and marketing of professional football in Australia. The APL is delivering against its strategy to build a sustainable commercial operation around the game, connecting the Australian football ecosystem, from grassroots to the professional game.

The digital platform is another milestone in its ambitious strategy, which follows signing a broadcast deal with 10 ViacomCBS and Paramount+, a vibrant and youth-focused brand refresh and the appointment of Isuzu UTE as a naming rights partner for the men’s competition.

Managing Director, Danny Townsend said, “We’re making an investment into the football experience on a scale not seen before in Australian sport. We are looking to make it easier than ever before to connect with our global game. As it evolves, KEEPUP will become a best-in-class global match centre powered by rich, real-time data and video, and featuring more than 10,000 games over the coming year, including the Premier League, Bundesliga, Serie A, UEFA Champions League, Women’s Super League, the A-Leagues, NPL and community football.”

Future phases of development also include engagement with Australian grassroots football players via digital products and services designed to improve their football experience, to ensure every fan can enjoy the football in the way they choose.

Source: A-Leagues media release


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