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. 

Previous ArticleNext Article

Bundesliga DNA to the Boardroom: German-born Martin Kugeler Takes the Helm at Football Australia

Avatar
Image Credit: Stan

German-born executive, Martin Kugeler, shaped by Europe’s football culture and based in Australia since 2009, will step in as Football Australia CEO in February as the game eyes a defining 2026.

Reaching new heights

During the press conference held earlier this morning, Kugeler displayed both confidence and ambition as he prepares to lead a new era for Football Australia next month.

“Football in Australia has a strong foundation for growth. Our national impact is massive,” he said, highlighting both the immense number of participants and local clubs in Australia. He then continued to underline both the Socceroos and the Matildas as valuable assets in the nation’s football sphere.

“We have exceptional national teams that continually make us proud. They perform at a truly global scale and unite not only the football community, but the entire nation.”

With both the AFC Women’s Asian Cup and the FIFA Men’s World Cup both on the horizon in 2026, the year certainly represents a huge opportunity for both the men’s and women’s game to showcase Australian footballing talent on an international scale. But the focus, as Krugeler underlined, will extend beyond the national team and address all levels of football in Australia to help the game grow.

“Football brings people and communities together. For a healthy lifestyle, for connection, for enjoyment, for belonging, powered by a remarkable, passion [and] dedicated players, referees, coaches, volunteers and fans,” he continued.

An inspiring reminder to all those involved in the game across Australia, and one which will hopefully show participants and stakeholders at all levels that 2026 will begin a new period of stability, growth and innovation.

 

Expertise, passion and ambition

Of course, the dawn of a new era for Football Australia cannot be successfully achieved without addressing the past and current issues, while still keeping an ambitious eye on what football can become at both national and international level for Australia.

Alongside Kugeler in the FA leadership team will be Football Australia Chair, Anter Isaac, as well as former Matilda, and current interim CEO of Football Australia, Heather Garriock. With their combined industry expertise and true passion for the game, all fans, players and stakeholders can be optimistic for the future of football governance in Australia.

But while expertise and passion are undoubtedly valuable assets for the FA, it remains essential that these help to inform the decisions and solutions made with the game’s best interests at heart.

 

 

 

 

Central Coast Mariners enter into liquidation after financial troubles

Avatar
Khunkorn Studio / Shutterstock.com

It was announced on Monday this week that the Central Coast Mariners will be temporarily managed by the APL Board during the sales process. The decision comes after several years of uncertainty and financial challenges within the club.

 

Short-term survival, long-term stability

It has been no secret that the Central Coast Mariners have struggled to balance their success on the pitch with administrative security off it. Years of financial turbulence and ownership changes have brought significant challenges to the club, culminating in the decision to enter the club into liquidation and seek a new buyer. 

While a sales process is completed and a stable, long-term owner sought out to secure the long-term future of the Mariners, the APL will act as a managing body on an interim basis. APL Chair, Stephen Conroy, has affirmed the board’s intentions to ensure the club’s survival despite current uncertainty. 

‘The APL Board is resolute in its commitment to fans and stakeholders to protect the game’s best interests, and make decisive action to ensure the ongoing growth, stability and integrity of the A-Leagues,’, he said via an APL statement on Monday. 

‘As custodians of the game, we believe it is the best course of proactive action – for the short and long term interest of the Club – to terminate the current CPA under the current ownership, and run an expedited and robust sale process to find a new and stable long-term owner for the Mariners,’ he continued. 

For now, the priority remains with ensuring the survival of one of the A-League’s most successful clubs. It is, of course, not just about the short-term survival of financial or commercial assets, but about restoring the long-term stability of the club’s board and the trust of the Mariners’ loyal fanbase.

 

A-League funding difficulties 

When previous owner, Richard Peil, announced his departure from the club in 2024, issues with funding from the APL were cited as explanations for the financial challenges experienced during his tenure. Across the span of two seasons, the annual distribution from the APL to each club fell from $2.35 million to $530,000. 

With such a significant cut, the Central Coast Mariners struggled to continue operating. Peil departed in 2024, returning operations back to Mike Charlesworth who had acted as chairman from 2013 to 2022.

The move came as a shock to the league and to the Mariners’ fanbase, who had enjoyed an incredible treble-winning year in 2024 and became the first professional men’s football club to achieve the feat. With such impressive achievements on the pitch overshadowed by challenges off it, the Central Coast Mariners are unfortunately not the first club faced with conflicting fortunes.

Mere months ago, Western United entered a period of ‘hibernation’ during the 2025/26 season to address several financial and legal issues. The decision left players and staff stranded, and featured as a source of criticism for the APL in the A-League Men Report 2024/25.

 

Hope for the future

Despite the troubling implications of another A-League club plagued by financial issues and with news breaking yesterday that the Central Coast Mariners’ Academy has also entered into liquidation, the future of the club is by no means over. 

As the main professional sports team representing the entire Central Coast, the club has huge potential to be both a sporting and commercial centre for the region going forward. Furthermore, with an impressive training infrastructure at the Mariner’s Centre of Excellence, and a proven history of high-quality players and coaches, the club has some of the essential ingredients to achieve new levels of success. 

The one thing which of course still remains, is a reliable and stable team behind the scenes who can steer the club back to the top of the A-League. To this end, Conroy has expressed his confidence in the APL to find the right buyer. 

“We believe in the value that Central Coast Mariners bring to the A-leagues. They’ve shown with the right investment and community engagement, they have a vibrant fanbase and a proven ability to consistently compete for on field success,” he said. 

“We are confident that with the engaged local and international interest, we can find the right buyer for the Mariners to take the Club forward and ensure their long term success.”

While uncertainty remains around the Mariners’ current situation and future owners, it will be hoped by fans, players and staff that years of off-pitch turbulence can be put to rest by a more stable and successful future. 

 

Most Popular Topics

Editor Picks

Send this to a friend