WSC Sports: AI-driven sports marketing tool

TWELVE months ago, as the 2025/26 A-League Men’s season kicked off, Brisbane Roar’s active supporter group surged back to life.

‘The Den’ – as they’re known – had been a famous feature of the Roar’s Championship-winning glory years. Now heavily re-populated by a younger wave of supporters, their enthusiasm through early-season results against Macarthur, Melbourne City and Newcastle made them, momentarily, the talk of the A-League.

The Roar’s administration understand what a crucial role their supporters play in the health of the club – be they the new generation at the front of The Den, or the loyalists who have ridden the ups and downs of their 21 A-League seasons.

So, they have partnered with Australian-founded company PlanPay, to soften the financial barriers and increase fiscal flexibility for those wanting to cheer on the Roar’s men’s and women’s sides, helping to get them in the stands as early as possible.

‘Membership is the most important thing we offer, but given the current cost of living crisis, it’s also the hardest ask at the moment,’ Roar’s Head of Public Relations and Communications, Joseph Esposito, told Soccerscene.

‘When you’re targeting families of four, or youngsters, a full membership can be a big hit in one go. It’s important to be realistic, so having an option like PlanPay lets members spread that cost over time with no interest and no credit check.’

‘It also means we can get people to commit to membership earlier, to come on board and be part of something. It works on both ends, allowing us to offer an earlier price point for potential members – and most importantly, we’re not asking them to spend beyond their means.’

One of PlanPay’s key advantages is its ability to align payment schedules with how Australians actually earn their income.

According to Australian Bureau of Statistics payroll data from March 2024, approximately 86% of Australian employees are paid weekly or fortnightly, with 33% receiving weekly wages and 53% paid fortnightly. In comparison, just 12% are paid monthly.

Despite this, many traditional membership payment options are structured around upfront or monthly payments, which don’t necessarily align with household cash flow.

By offering weekly, fortnightly or monthly instalments, PlanPay allows Roar supporters to choose a payment schedule that suits their payday and household budget, making football memberships more manageable without relying on credit, interest or debt.

The partnership is also timely in a local sense; the ABS has also found sports participation costs in Brisbane rose 9.6% in the year to June 2025. Furthermore, as of March 2026, 41% of Australians had used a BNPL service in the past six months (Finder).

‘From our end, it’s essentially a bit like a modern layby. You choose your membership, pay a small deposit, and then pay the rest in instalments on the schedule that suits the individual,’ said Esposito.

‘Once the first payment is made your membership is fully active. We have previously had monthly payments to ease the pinch, but opening it up to have fortnightly or weekly options, more often makes it a whole lot easier to have people in.’

PlanPay was founded in Sydney in 2022 as a digitised lay-by for travel, and has since moved into ticketing, sports, and live events alongside expansion into the US and UK.

The company is now based in Charlotte, North Carolina, while maintaining its engineering, customer support and onboarding presence in Australia. PlanPay continues to partner with merchants globally to bring another way to pay, to more fans, Brian Learst, Chairman of PlanPay said:

‘We are thrilled to help Brisbane Roar FC lower the total cost of attending their matches by providing fans with debt-free, interest-free flexible payment plans.’

‘PlanPay allows fans to purchase the best seats early and customise their payment size and timing.’

Both the Roar’s men’s and women’s side present as fascinating prospects this season.

Newly-appointed women’s manager Johnathan Clemente is the youngest manager in A-Leagues history, with his charges looking to better last season’s impressive semi-final finish.

Meanwhile, the men’s outfit kicked off their second season under Michael Valkanis on Friday at Suncorp Stadium with an impressive win over Perth Glory, and will again rely on the energy and passion of those in the stands to drive their success both on and off the field.

‘Our fans are not just the present, but the future. In that regard, it’s not about getting them to spend beyond their means; it’s about allowing them to get in earlier, and in an easier way,’ continued Esposito.

‘Lots of younger fans are students, or they’re early in their working lives. Being realistic about it, paying a full season membership can sometimes be a real barrier, especially if they’re living out of home, paying rent for the first time.

‘Having PlanPay allows them to have the option that isn’t acquiring interest or debt, makes it easier for them to budget, and most importantly allows them to do what they do, without spending beyond their means.’