How Sydney FC evolved their customer support solutions with GoTo

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Images provided by Sydney FC

Businesses, let alone sports organisations, have to constantly be on the lookout for strategies to enable them to evolve their practices. With fans left uncertain and cautious as a result of the COVID-19 pandemic, Sydney FC identified the need for a cloud-based and more modern, user-friendly customer support system.

Having been their official communications partner since February 2022, GoTo have provided Sydney FC with the solutions they needed. A flexible-work provider of software as a service (SaaS) and cloud-based remote work tools for collaboration and IT management, GoTo specialise in implementing innovative and easy-to-use cloud phone, video conferencing, virtual event, remote access and IT support products.

In a chat with Soccerscene, Sydney FC’s new Chief Executive Officer Adam Santo and GoTo’s Vice President of APAC Lindsay Brown identified the impact of having a unified technological solution for the club customers and fans.

Adam Santo:


What spurred Sydney FC to update their customer support phone solutions?

Adam Santo: During COVID lockdown, with all staff working from home and an increased need to manage inbound traffic, we realised the systems we used were antiquated and not adaptable enough for us to continue our operations at the standard we expect. We needed a new modern, cloud-based system that could manage all customer communications together in one platform, constantly improving the experience, but also a system that could provide us insights to manage things behind the scenes. This included call queue and pathways, missed calls, customer journeys and messaging, and call back times which are all things that we could make changes to in real-time to constantly improve the outward facing customer service.

What led you towards GoTo and what was the process like implementing it into the business?

Adam Santo: We came to the GoTo solution through a third-party supplier who helped us map out our customer facing needs, as well as ease of implementation and ongoing administration requirements. Commercial viability was also an important consideration in our transition to GoTo, which was extremely appealing without the burden of additional costs to our business and enabling the Club to realise a faster time to value. It was important for us to have a system we could move onto that would enable flexibility into the future, and enable us to improve our customer experience, as well as look longer term to how we could best run outbound sales campaigns with our upcoming return to Allianz Stadium.

Through the implementation of GoTo, how did it improve Sydney FC’s customer support needs and overall operations?

Adam Santo: We have been using GoTo since the beginning of 2022 and from the start it has been an exceptionally easy system to onboard and use. Initially it was about building benchmarks for our customer service delivery including looking at the number of calls received during peak times, how many handled and missed calls we were servicing, and our overall customer experience. It allowed us to plan staff resourcing and personnel changes effectively.

As we began to plan our return to Allianz Stadium campaign and we onboarded a range of sales staff, we are using the analytics of the system to help us manage sales techniques and benchmarks to help us achieve goals which include inbound and outbound enquiry data, call durations and engagement or listening in on calls and post call coaching. This is where the system will bear the most fruit as it’s going to make us more effective in managing leads, managing customer service and converting a whole range of future clients.

How was GoTo received by Sydney FC customers and fans? Did they feel it better engaged with and satisfied their needs?

Adam Santo: Quite simply the GoTo system works so our members and fans are satisfied with the service.


Lindsay Brown:


What separates GoTo from other customer support phone solutions?

Lindsay Brown: GoTo offers the only unified portfolio of communications and IT support tools and it’s built for SMBs. GoTo provides 99.99% up-time, a zero-trust approach to security, and products that can be deployed in minutes or hours, not days or weeks.

Over one billion people and nearly 800K customers have used GoTo products to thrive in a virtually connected and flexible world. Importantly, we build our solutions with our customers, for our customers.

We believe that SMBs have often been overlooked, but we’re making sure that SMBs have access to simple, affordable and flexible enterprise-grade tools that can help them thrive and run their business from anywhere.

GoTo offers flexible, easy-to-use business communication and IT management tools such as GoTo Connect and GoTo Resolve to keep businesses connected and supported.

GoTo’s flexible, unified communication solution, GoTo Connect, includes the ability to reach a large audience whilst personalising the user experience; improves business productivity with automation of administrative tasks; ease of use for trainers and presenters with very little training required; extensive resource library to help improve adoption and usage; availability of reporting and analytics to help improve and optimise the session delivery for next time; and of course it is reliable, functional, practical and so easy to use.

How did the implementation of GoTo aid Sydney FC as a business in effectively engaging with and satisfying the needs of their fans/customers?

Lindsay Brown: 2022 was going to be a huge year for Sydney FC. They knew the way they communicated with members, fans, club partners and employees would be more critical this year than ever before, especially as they transitioned into two phenomenal pieces of infrastructure for Sydney FC.

Choosing GoTo as their communications solution, Sydney FC found a simple and nimble solution which effectively managed its call centre, providing its fan base and club partners with support they needed. GoTo Connect provided Sydney FC with a modern cloud-based telephony and communication solution that was easy to use, flexible and quick to implement. The flexible cloud solution meant they could quickly adopt the technology in one location and move it seamlessly to their new premises at the time of their choosing, at a suitable rate, without the need to consider carriage service re-location, number porting, hardware installation, testing, verification and project management. The time to value and return on investment by choosing GoTo Connect was definitely a key consideration for Sydney FC, as we believe it would be for any SMB. Commercial viability was key to enabling Sydney FC to transition to GoTo Connect without the burden of additional costs to the business.

GoTo provided all the right solutions for Sydney FC in one place, including complete control of their own customer service interface, easy-to-use system for staff, and from a management perspective, visibility to live call performance and reporting.

GoTo’s comprehensive portfolio of IT tools, including GoTo Connect and GoTo Resolve, will continue to give Sydney FC the perfect platform to succeed in the next stage of the club’s growth.

How does a unified technology solution benefit businesses from an IT and agent/team perspective?

Lindsay Brown: With the growing adoption of flexible working models, the role of IT is just as much about connecting with and communicating with people as it is about solving tech problems. According to a recent Frost and Sullivan study commissioned by communication, collaboration and IT support solutions provider GoTo, 76% of IT professionals said they are experiencing a large increase in workload because of remote and hybrid-work setups. Additionally, 43% say IT has become more difficult overall as a result of these new, flexible ways of working.

Not only has the workload increased but connecting and engaging with employees and customers also remains a major hurdle for dispersed teams. Having the right digital solutions will help. Then ensuring SMBs unify and consolidate communication, collaboration and IT management tools is key to making IT remote-work friendly in the future, while also significantly reducing IT overheads and expenses.

But it isn’t just about fewer tools. It’s about better tools, especially when it comes to simplifying the complexity IT help desks must now manage and support in remote working environments.

According to Frost & Sullivan’s research, a third of small business leaders (33%) plan to upgrade their help desk tools in 2022 and 95% say consolidation of their tech stack is either already underway at their organisations or they plan to start consolidation in 2022.

Just as important as investing in a consolidated tech stack is giving your employees the freedom to choose the flexible work style that works best for them. This will relieve pressure on IT, boost productivity, and help small businesses and their workers do their best work from anywhere. Because at the end of the day, it’s not about the tools, it’s about growing your business. The technology should just get out of your way and allow your business to thrive.

What are the steps businesses can take to identify the right solution for them?

Lindsay Brown: When looking to identify the right unified technology solution for your business, you need to first conduct a full business analysis, identify the key areas which would benefit from the solution, prioritise those needs, optimise your tech stack and, importantly ensure the right technology partners are selected to achieve the best possible outcomes.

Research conducted by Frost & Sullivan – commissioned by communication, collaboration and IT support solutions provider GoTo – revealed that business leaders are prioritising IT needs more than ever to ensure their businesses operate effectively. These are the steps required to identify the right solution for your business:

  1. Conduct a full business evaluation and digital audit. Analyse all pillars of the business to work out what can be done more efficiently and effectively and how technology can be the enabler. Assess the existing tech stack and see if there are ways to consolidate and optimise for performance.
  2. Prioritise digital requirements. In Frost & Sullivan’s research with GoTo, the top five selection criteria for businesses choosing a new IT solution were:
  • Supporting IT processes automation 28%
  • Improving employee productivity 25%
  • Ensuring performance & reliability 25%
  • Value for money 23%
  • Improving IT administration/management 22%

The research also found that one of the most important digital solutions to invest in, is one which ensures businesses can successfully run from anywhere with video conferencing and IT helpdesk tools being the most popular applications:

  1. Select the right provider/s. Do the research in order to find the right provider/partner for each individual business. Choose the solution that is suitable and cost effective for the size of the business as it stands today, yet with the capability and capacity to grow as the business scales, providing on-demand support as and when required.
  2. Invest. There’s no time to wait and there’s no reason to, due to the tax benefits available as part of the Australian Government’s digitalisation incentives. The market is constantly transforming, and SMBs cannot afford to be left behind. The bonus deduction applies for qualifying expenditures up to $100,000 per annum incurred between 29 March 2022 until 30 June 2023.

 

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APL and PFA remain without agreement as bargaining tensions continue

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Image Credit: A-Leagues

The Australian Professional Leagues (APL) and Professional Footballers Australia (PFA) remain without a new collective bargaining agreement, with negotiations continuing less than three months before the start of the 2026–27 A-Leagues season.

The APL presented the players’ union with a new one-year interim proposal on August 5, which included an increase to the A-League Women salary cap and a commitment to establish a pathway towards full-time professionalism for the women’s competition within 12 months.

The proposed agreement would provide an interim framework while the two parties continue discussions over a longer-term collective bargaining agreement.

APL chief executive Steve Rosich said the proposal reflected the league’s commitment to reaching a sustainable agreement with players following eight months of negotiations.

However, the PFA criticised the APL for publicly announcing the proposal shortly after presenting it to the union, arguing that the approach had further damaged trust between the two parties.

PFA Chief Executive Beau Busch also said players had overwhelmingly rejected the APL’s previous final offer, citing a lack of trust in the league’s ability to ensure its future.

Full-time professionalism for the A-League Women remains a key priority for the PFA, with players seeking improved conditions and greater investment in the competition.

The A-League Men and A-League Women seasons are both scheduled to begin on 16 October 2026.

With the new season approaching, both parties face pressure to resolve the dispute and establish the framework governing player conditions across the A-Leagues.

 

 

Australia’s Sportstech Sector Surges to $7.11 Billion as Technology Reshapes the Future of Sport

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Image Credit: Aists.org

Australia’s sports technology sector has reached a record $7.11 billion in annual revenue, highlighting the rapidly growing role of innovation across the country’s sporting landscape.

The latest Sports Innovation Report from the Australian Sports Technologies Network (ASTN) found the sector grew by 16 per cent in FY2026, up from 10 per cent the previous year.

The growth has been accompanied by a significant expansion in employment, with the industry now supporting 20,604 jobs across 924 sportstech companies nationwide.

For a sporting nation increasingly reliant on data, technology and digital innovation, the figures point to an industry that is moving well beyond its emerging phase and becoming an important part of Australia’s broader sporting economy.

A sector entering a new phase

The latest figures represent the fifth edition of ASTN’s annual Sports Innovation Report and show that Australia’s sportstech ecosystem is becoming increasingly mature.

While the number of companies increased by only 1.8 per cent during FY2026, revenue growth accelerated significantly, suggesting that existing businesses are scaling rather than the industry simply expanding through the creation of new startups.

The 115 largest companies now account for 89 per cent of total revenue, generating $6.30 billion, while also representing 74 per cent of total employment.

That concentration highlights the emergence of a group of Australian sportstech companies capable of competing at scale both domestically and internationally.

Companies including Catapult Sports, PMY Group, Bodd, VALD and Champion Data have been identified among the businesses driving the sector’s growth.

For football, the development of this ecosystem is particularly significant.

Technology is now embedded across almost every level of the modern game; from athlete tracking and performance analysis to injury prevention, coaching, broadcasting, stadium operations and fan engagement.

ASTN identifies nine major sportstech categories, including athlete performance and injury prevention, wearable technology, sports analytics and coaching, media and fan engagement, stadium and venue operations, and equipment and surfaces.

Football’s data revolution

The increasing sophistication of sports technology has transformed how football clubs understand performance.

Wearable technology and tracking systems can provide coaches and performance staff with detailed information about player workloads, physical output and movement, while analytics platforms allow teams to examine performance at a level that would have been impossible only a generation ago.

Australian companies have been at the forefront of that development.

Champion Data, for example, has become a major player in sports data and analytics, while companies such as Catapult have developed technology used by elite sporting organisations around the world.

The impact is not restricted to professional football.

As technology becomes more accessible, similar tools are increasingly being introduced into academies, community sport and grassroots environments, potentially allowing clubs at all levels to improve player development, coaching and administration.

The next stage of that evolution could be driven by artificial intelligence.

ASTN has identified AI in sport, esports and international trade as three of the key themes expected to drive future growth in the sector.

AI could increasingly influence everything from opposition analysis and recruitment to automated content creation, personalised fan experiences and coaching support.

Brisbane 2032 could accelerate the next wave

One of the most significant opportunities identified in the report is Australia’s upcoming hosting of the 2032 Olympic and Paralympic Games.

Queensland is already emerging as one of the country’s fastest-growing sportstech markets, with ASTN reporting a 20 per cent increase in established sportstech companies in the state.

The organisation expects Queensland to overtake New South Wales in both business numbers and employment by FY2028 if current trends continue.

The Brisbane 2032 opportunity is particularly relevant for football.

The tournament will bring major investment in sporting infrastructure, technology, venues and digital experiences, while also creating an international showcase for Australian companies looking to export their products and services.

The Queensland Government and ASTN have already established an initiative designed to strengthen the state’s sportstech ecosystem, connect local businesses with international networks and build the capabilities required ahead of Brisbane 2032.

The opportunity extends beyond the Olympic Games themselves.

With Queensland increasingly positioning itself as a major destination for international sporting events, the state’s sportstech ecosystem could benefit from sustained demand for technology across venues, broadcasting, participation, performance and fan engagement.

Melbourne remains Australia’s sportstech capital

Despite Queensland’s rapid growth, Victoria remains Australia’s leading sportstech state.

Victoria accounts for 38 per cent of Australia’s sportstech companies, followed by New South Wales at 26 per cent and Queensland at 23 per cent.

Together with the ACT, the eastern states account for 88 per cent of the country’s sportstech businesses and more than 93 per cent of sector revenue and employment.

Melbourne alone accounts for 39 per cent of total sector revenue.

The city’s existing sporting infrastructure, concentration of professional sporting organisations, universities, technology companies and major events has helped establish it as the country’s central sportstech ecosystem.

That creates opportunities across football, with Victoria home to the Australian Professional Leagues, Football Victoria, numerous professional and semi-professional clubs, academies and one of Australia’s largest grassroots football communities.

Technology moving beyond the elite game

Perhaps the most important development for football is the extent to which sportstech is no longer limited to professional clubs.

More than one in four Australian sportstech businesses now service industries outside sport, including health, defence, events, media and education.

At the same time, new technologies are increasingly being designed with participation and community sport in mind.

Recent developments across Australia’s sportstech ecosystem include AI-powered analytics for grassroots basketball, digital learning platforms for coaches and officials, and technology designed to improve club operations and participation.

For football, this could eventually mean smarter club administration, more accessible performance analysis, improved coach education and greater use of technology to identify and retain participants.

The challenge will be ensuring that innovation does not become something available only to Australia’s wealthiest clubs.

If the benefits of technology can be scaled down to the grassroots level, the potential impact could extend far beyond elite performance.

A global opportunity for Australian innovation

Australia’s sportstech sector is also increasingly looking beyond its domestic market.

The APAC region currently represents around 10 per cent of global sportstech activity, while the United States and Western Europe remain the dominant markets. ASTN has identified international trade and the ability for Australian companies to scale globally as important opportunities for the sector.

That presents an opportunity for Australian sport to become not only a consumer of new technology, but an exporter of it.

Australian companies are already operating internationally across areas including athlete performance, analytics, sports equipment and digital innovation.

The country’s strong sporting culture provides a natural testing ground for new technologies, while major events such as Brisbane 2032 can provide a platform to showcase those innovations to an international audience.

The next decade

The $7.11 billion figure demonstrates that sportstech is no longer a niche part of Australia’s sporting economy.

It is becoming an industry in its own right, employing more than 20,000 people and supporting hundreds of companies across the country.

For football, the implications could be significant.

From the way players train and recover to how coaches analyse matches, clubs recruit talent, supporters consume games and grassroots organisations operate, technology is steadily changing almost every part of the football ecosystem.

With AI, analytics, wearables and digital platforms continuing to develop — and Brisbane 2032 providing a major catalyst for investment — Australia’s position as a global sportstech hub could strengthen considerably over the next decade.

The challenge now is ensuring that the benefits of that growth reach the entire sporting pyramid.

If that happens, Australia’s $7.11 billion sportstech industry could ultimately prove to be about far more than technology.

It could help shape the way Australians play, watch, experience and understand sport.

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