Fan engagement platform from Fortress trusted by world-leading teams 

Liam Watson
Within the sports and entertainment industry, Fortress GB have built themselves into a trusted partner for over 130 teams around the world. 

Within the sports and entertainment industry, Fortress GB have built themselves into a trusted partner for over 130 teams around the world. 

The interactive data platform Fortress One has been developed to give teams a better understanding about who their fans are, leading to an improved fan engagement and maximises the value of this experience. 

Over 130 the world’s leading sports teams have already chosen Fortress, who transform the way stadiums and venues operate. Their highly regarded reputation has seen them link up with 16 of the 20 current English Premier League teams. By providing better access to data, Fortress can uncover new revenue streams for game day and any commercial activities. 

Fortress were found in 2001 with their technology encapsulating both radio-frequency identification (RFID) and near-field communication (NFC), to power digital ticketing implementation. 

They are committed to bringing the best to any organisation, backed by their 20 years of industry experience. Fortress can be on the front foot during events, catering for the ever-changing needs of fans and customers. Their platform ranges across four different categories. 

Loyalty: Personalise the in-venue and online experience to maximise the value to each fan. 

  • Fans can earn rewards for their participation with particular content. Each point of customer engagement is turned into a potential source of rich value. Rewards can include experiences, live campaigns, upgrades, discounts, and rich media content. 
  • 30 days of sport can grow into 365 days of engagement – hook in ticketing, attendance, concessions, merchandise, digital, interactive games, social and even sponsors and commercial partners are areas of note. 
  • Fans can access rewards anytime anywhere through a powerful mobile optimised portal, built to catch the eye.

Payment: Drive revenues from in-stadium spend, across sponsors and commercial partners. 

  • Stored value, loaded tickets, cash-back incentives and variable discounts can all be delivered in real time, through a powerful payment platform. 
  • Proven to drive spend and satisfaction as part of an overall loyalty and rewards strategy. 
  • The range of the payment program can be extended via the new Merchant Connect facility – a powerful platform add on that hooks in commercial sponsors, partners and local merchants. Fans can benefit from their day-to-day spend and taps into a rich new source of data and revenues. 

Access: Deliver the best game-day experience with real-time stadium access information 

  • Knowing who is in the stadium and understanding the complete chain of custody of any ticket is key to building a valuable database of fans and providing the best game day experience. 
  • Fortress Access components is a highly proven and robust access solution used by many of the world’s leading venues – with specific solutions for general admission, secondary, VIP and suite access. 
  • Regarded as the leading innovator in contactless RFID and mobile ticketing, Fortress is pushing the boundaries of digital identify even further as the world moves to NFC and biometric technology. 

Analytics: Generate personalised and actionable insights by unifying data across multiple sources. 

  • Understand and target fans with personalised content, rewards, incentives and services. 
  • Data is valuable if it can be applied to business questions. Access’ platform is designed for Sports Teams – focusing on delivering precise insight that can support business growth across all customer touchpoints. 
  • There’s potential to engage with fans not seen before by capturing their attention and tailoring to their interests and preferences. 

In the overall scheme of things, Fortress understands what different teams want to achieve and can then develop a strategy that brings long-term results. Among their success stories, Fortress have seen increases of 30% and 50% for first season attendance and retention rates through their loyalty program respectively, while redemption rates of in-stadium partner campaigns went up 20% and concourse spend up 25%. 

Innovation is part of Fortress’ DNA, so they are always on the lookout for new technology solutions for the world of sports and entertainment, endeavouring to match an organisation’s goals. 

To see more of Fortress in action and get an insight into their extensive clients list, you can find it here. 

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JH Allan Reserve in Keilor East to undergo lighting upgrades

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Image credit: Football Victoria

After strong backing from the community and Football Victoria, Moonee Valley City Council confirmed the green light for upgrades to proceed later this year.

Resounding support

Ahead of the council meeting on Tuesday 24 March, Football Victoria and five Moonee Valley Council clubs created a petition backing lighting improvements at JH Allan Reserve.

What followed was an astounding 624 signatures – a demonstration of the power of united, community support. As a result, main tenants Moonee Ponds United SC and four addition clubs (including Essendon Royals FC, Avondale FC, FC Strathmore and the Moonee Valley Knights) will all benefit from the developments.

“As one of the only facilities within Moonee Valley not shared with other codes, ensuring that JH Allan Reserve meets the needs of our participants is crucial for Football Victoria,” said FV Head of Government Relations and Strategy, Lachlan Cole.

“It was fantastic to see participants and officials from those five clubs come together, support this project, and unite to speak on behalf of their needs. And it was even more heartening to see the wider football community throw their support behind the development by signing the petition.”

 

A long-awaited verdict

The decision comes as a huge step forward for the local football community, arriving after an extended process of consultations and surveys.

In September 2022, Moonee Valley City Council endorsed the Moonee Valley Soccer Strategy, which sought to identify potential upgrades at JH Allan Reserve.

Furthermore, during the community consulation between March and April 2023, 365 people participated in a survey regarding the developments. In the end, 65% of responses supported or strongly supported the installation of sports lighting at the ground.

It is therefore clear that, for much of the community, this was a cause worth fighting for. Over three years since the initial endorsement from Moonee Valley City Council, JH Allan Reserve is now set for a vital upgrade.

Final thoughts

More importantly, however, are the current and future athletes who will feel the benefit from these developments.

Football participation is growing and will continue to do so, in Moonee Valley, Victoria and Australia as a whole. That is why developments like this are so vital.

They are not merely nice to have, but are fundamental to supporting future footballers in the community by providing them with the facilities and environment to play.

Nike and FA reveal Socceroos kit ahead of 2026 FIFA World Cup

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Image credit: Football Australia

As the lastest collaboration between Football Australia and Nike, the 2026 National Team collection is testament to a partnership spanning over two decades.

 

New threads, old partners

Built on the balanced principles of heritage, culture and progression, Nike have designed two kits which reflect the very DNA within Australia’s men’s national team.

“The CommBank Socceroos are set to perform on the world stage with a clear intent to compete and succeed against the world’s best, and this new kit reflects that ambition,” said Football Australia CEO, Martin Kugeler, via official press release.

“Socceroo kits become part of Australian football history, forever tied to defining moments and performances and we look forward to seeing the Socceroos represent the country with pride in this jersey on the global stage.”

Honouring the twenty-year partnership with Nike, this year’s kit draws inspiration from the iconic 2006 jersey. The hope, therefore, is that performances on the pitch will mirror this sense of pride, passion and ambition.

Innovation on the biggest stage

Furthermore, football kits represent innovation and ambition. Materials, fit and finer details must all come together in a perfect combination to allow for optimal performance.

The Socceroos collection features Nike’s Aero-FIT performance cooling technology, thus increasing airflow and ensuring players stay cool while playing in high temperatures.

But beyond the inner workings and technology of the kits, a sense of authenticity and intention continue to shine through.

“I really love the new home kit, it has a great traditional feel with the colours and the style and it feels unmistakably Australian,” outlined Nike athlete and Socceroos star, Jordan Bos.

Although kits appear as little more than a squad number and a badge, the international stage demands a jersey which represents something far greater. The World Cup is about national pride, passion and ambition, and Australia’s 2026 kit collection unites all of them.

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