Melbourne Victory Football Club picks Attention Experts as official marketing partner
Attention Experts is now the official digital marketing partner for Melbourne Victory Football Club.
The announcement:
Attention Experts, one of Australia’s leading digital marketing agencies, is proud to announce its appointment as the official digital marketing partner for Melbourne Victory Football Club, a powerhouse in Australian football and a beloved institution among fans nationwide.
This strategic partnership will help drive Melbourne Victory’s digital transformation for the 2025/26 season, with a focus on supporting the Club as it looks to expand its supporter base, reigniting passion among former members and fans, and amplifying key initiatives such as ticketing, membership, and community engagement.
Founded in 2004, Melbourne Victory FC holds a storied legacy as the sole Victorian club in the inaugural A-League season. Today, it stands as a symbol of unity, pride, and sporting excellence — bringing together Melbourne’s diverse communities through the universal language of football.
Under this new collaboration, Attention Experts will support the Club’s digital strategy with a focus on performance marketing and data-led outcomes. While player stories and community-driven narratives remain critical to the direction the Club is taking, the strategy will be underpinned by Attention Experts’ support with a rigorous approach to targeting, segmentation, and ROI tracking.
“Our goal is to help Melbourne Victory deepen its relationship with supporters and reach new audiences,” said George Hawwa, founder and growth director at Attention Experts. “By working together, we will help harness the Club’s iconic brand and passionate fan base, while assisting Melbourne Victory in delivering a digital experience that drives engagement, loyalty, and long-term growth. We’re thrilled to play a role in their journey toward becoming the undisputed leader in Australian football.”
“We’re incredibly excited to partner with Attention Experts to elevate our digital presence and strengthen the bond we have with our supporters,” said Caroline Carnegie, managing director of Melbourne Victory FC. “Their data-led approach to digital marketing will be instrumental in amplifying our key initiatives, from boosting membership and ticketing to enhancing community engagement. We look forward to working together to share the stories that make our Club special and connect with our diverse community.”
The campaign kicks off immediately, with a targeted push around membership advertising timed to coincide with the upcoming fixture release. Ticket sales, a key focus area, will launch at the end of September.
Source: Attention Experts
