Attention Experts has been named the official digital marketing partner of Melbourne Victory Football Club, as the A-League club embarks on a renewed push to grow its supporter base and lift digital engagement ahead of the 2025/26 season.
The partnership will see the Sydney-based agency lead a performance marketing strategy aimed at boosting ticket sales, membership numbers, and community initiatives, including a targeted membership campaign timed to coincide with the upcoming fixture release.
Founded in 2004, Melbourne Victory is one of Australia’s most decorated football clubs and the only Victorian team to compete in the inaugural A-League season. Today, it continues to play a central role in uniting Melbourne’s diverse communities through football.
Under the agreement, Attention Experts will work closely with the club’s internal team to deliver data-led digital campaigns focused on segmentation, targeting, and return on investment. The agency will also support content that highlights player stories and community narratives, helping to reinforce the club’s cultural relevance.
“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.”
Caroline Carnegie, Managing Director of Melbourne Victory FC, said the partnership was a key step in elevating the Club’s digital capabilities: “Their data-led approach to digital marketing will be instrumental in amplifying our key initiatives, from boosting membership and ticketing to enhancing community engagement.”
Ticket sales are set to launch at the end of September, following the membership campaign rollout.
About Attention Experts
Established in Sydney and with offices in Melbourne, London and Dublin, Attention Experts is a digital marketing agency specialising in social media strategy, programmatic advertising, SEM, SEO, and EDM campaigns. The agency has worked with more than 1,000 clients across 30 industries in Australia, New Zealand, Southeast Asia and Europe.
About Melbourne Victory FC
Melbourne Victory Football Club is a founding member of the A-Leagues and one of the competition’s most successful clubs. The Club is renowned for its passionate fan base and matchday atmosphere at AAMI Park, and maintains a strong focus on both professional football and grassroots community programs.