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Uniting Teams, Fans, and Communities
The Parramatta Eels are more than just a rugby league club—they’re a cornerstone of the National Rugby League (NRL) and a symbol of pride for the Sydney suburb of Parramatta. Recognizing their unique role in fostering community spirit, the Parramatta Leagues organization sought a comprehensive solution to unite their teams, fans, and broader community under a shared vision.
Watson was brought in to develop the first league-wide engagement platform for the Eels, encompassing everything from fan loyalty to community outreach programs. The challenge was not only to enhance the game-day experience but to build lasting connections that extended far beyond the field.
Watson’s approach centered on creating a digital ecosystem that connected fans, players, and local communities. A robust loyalty program rewarded fans for attending games, supporting team merchandise, and participating in community events. AI-driven analytics helped tailor experiences for different audience segments, from die-hard rugby enthusiasts to families attending their first match.
To amplify the league’s impact, Watson supported initiatives such as youth rugby clinics, cultural festivals, and charity drives, all tied into the loyalty platform. The design emphasized inclusivity, ensuring that every fan felt part of the Parramatta Leagues community.
The results were transformative. Fan engagement increased by 30%, driven by the interactive digital tools and community-focused initiatives. Memberships grew by 25%, with new fans citing the league’s efforts to connect with the community as a key motivator. Attendance at games and events surged by 22%, reflecting the success of Watson’s holistic approach.
A Watson strategist shared: “Working with the Parramatta Eels was inspiring. Rugby isn’t just a sport here—it’s a way of life. Seeing how our work helped unite the community was incredibly rewarding.”
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