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The Client The Australian Football League (AFL)
The Australian Football League (AFL) is the pre-eminent and only fully professional men’s competition of Australian rules football. 1 in every 24 Australians is a member of an AFL club, with record levels of female participation in 2018. The AFL’s Game Development Department has a focus on community facilities around Australia and aims to grow participation in the game.
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The Challenge Bring together player and facility data to increase market penetration
AFL aims for around 3% to 4% growth in community engagement each year and works with a variety of stakeholders including local and state governments and state football bodies to make it possible. They needed a way to communicate quickly about their local needs and use a standardized report to convey their message between all the stakeholders.
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Results A geospatial solution with spatial analysis on the fly
The solution shows the journeys of players from where they live to their club, showing if they pass other clubs on their way. It brings together player and facility data, overlaying it with demographic information from the Census to inform each locality where they have good market penetration.
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Why CARTO? A Location Intelligence solution to ensure an ROI
To provide the AFL team an intuitive and user-friendly solution (that could be used by non-technical stakeholders across Australia), CARTO partnered with Liveli, the leading provider of mapping product technology in the APAC market. Using Excel and Dropbox connectors for frequently updated data, they were able to seamlessly create simple and beautiful maps.
Customer Stories
Growing Sports Communities through Geospatial
“Mapping allows people to get a local look and see what it’s like on the ground. We want to accelerate growth, and seeing the strong and weak points in Australia helps. Having local information helps to see why.”
Shayne Ward,
AFL National Venues & Community Facilities Manager
