City Football Group’s Melbourne City FC (MCFC) has partnered with INTIX to transform their club memberships from a simple transaction into a fully embedded and seamless fan engagement experience.
The decade-long partnership includes a co-designed roadmap of product updates, ensuring the platform evolves alongside the club’s growing needs.
Melbourne City FC CEO, Brad Rowse, said under a 10-year technology agreement, City and INTIX will continue to develop the platform to meet the changing needs of City members.
“Membership is much more than a transaction. It can be the start of a lifelong connection with the Club, and our partnership with INTIX will help us make the experience better from the first click through to matchday,” he said.
“We didn’t want to settle for something off the shelf. Working with INTIX has allowed us to build a platform around our members’ needs, with room to keep improving it over time” Rowse said.
The new membership solution, at its core, is about providing a better digital experience for fans, while ensuring MCFC can make real-time data-driven decisions to maximise fan engagement, and convert interested fans into paid members.
Built on INTIX’s API-driven flexible memberships infrastructure, but with a fully custom white-label frontend, ensures MCFC has an integrated solution where all its systems seamlessly talk to each other. This enables automation with their fulfillment partner, e-commerce via Shopify, and CRM and marketing automation software. In addition, the INTIX memberships are integrated into AAMI Park’s stadium access control, so fans can scan their membership digital wallet pass seamlessly, alongside match day ticket holders.
The CEO of INTIX, Judd Goldstein, said he is excited to launch this new frontier of club memberships for Melbourne City.
“With this solution, Melbourne City will truly be able to own and manage the relationship with their most deeply engaged fans in real-time, with live insights flowing seamlessly from our platform into their existing systems. We are also excited to have an opportunity to provide fans with a membership experience that brings more value to both them and the club,” Goldstein said.
“We are thrilled to be working with such a tremendous and innovative partner. Melbourne City and City Football Group are helping us show the Australian elite sporting market what a modern membership solution can and should look like and be” he said.
The new INTIX-powered platform is now live. Visit membership.melbournecityfc.com.au to check out the new white label experience for yourself and purchase your City membership.
