Sydney Swans & Sydney Roosters — owning the fan relationship.

How two of Australia's most iconic sports clubs took back control of their data, their ticketing, and their hospitality — and stopped handing the relationship to a third-party platform.

Clients

• Sydney Swans
• Sydney Roosters

Features used

• Wallet ticketing
• Member renewals
• Corporate hospitality
• Branded comms
• CSV distribution
• Direct sales

The case

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Teams — Sydney Swans & Sydney Roosters

Sydney Swans (AFL) · Sydney Roosters (NRL)

Sports teams traditionally handed control — and fan data — to Ticketek or Ticketmaster. The duopoly owned the relationship. Teams wanted it back, along with the ability to manage renewals, upsells, and premium hospitality on their own terms.

Both clubs came to Eventchain to sell directly to their most loyal fans without losing control of the experience or the data. Members access wallet-based ticketing — one tap, no queuing, no printing. Corporate guests receive branded pre-event communications, automated confirmations, and post-event follow-up in the team's voice. For the Swans, the focus is renewals and direct-channel sales. For the Roosters, Eventchain powers the full corporate sales suite. The wallet ticket — launched in early 2026 — lands directly on the recipient's phone, no app required, and is distributable to players, staff, and members in one action via CSV.

• Wallet ticketing deployed — tap-to-enter for fans at every event
• Teams own their fan data and the direct sales relationship
• Automated upsell and renewal flows tied to member records
• Corporate hospitality managed end-to-end, no manual intervention

"The ability to sell directly to our fans — on our terms, with our branding — changes everything about how we think about membership and hospitality." — Sydney Swans Partnerships Team