Attention Experts Named Digital Marketing Partner for Melbourne Victory FC

Attention Experts announce their appointment as the official digital marketing partner for Melbourne Victory Football Club

Attention Experts, one of Australia’s leading digital marketing agencies, is proud to announce its appointment as the official digital marketing partner for Melbourne Victory Football Club, a powerhouse in Australian football and a beloved institution among fans nationwide.

This strategic partnership will help drive Melbourne Victory’s digital transformation for the 2025/26 season, with a focus on supporting the Club as it looks to expand its supporter base, reigniting passion among former members and fans, and amplifying key initiatives such as ticketing, membership, and community engagement.

Founded in 2004, Melbourne Victory FC holds a storied legacy as the sole Victorian club in the inaugural A-League season. Today, it stands as a symbol of unity, pride, and sporting excellence — bringing together Melbourne’s diverse communities through the universal language of football.

Under this new collaboration, Attention Experts will support the Club’s digital strategy with a focus on performance marketing and data-led outcomes. While player stories and community-driven narratives remain critical to the direction the Club is taking, the strategy will be underpinned by Attention Experts' support with a rigorous approach to targeting, segmentation, and ROI tracking.

“Our goal is to help Melbourne Victory deepen its relationship with supporters and reach new audiences,”

said George Hawwa, Founder and Growth Director at Attention Experts.

“By working together, we will help harness the Club’s iconic brand and passionate fan base, while assisting Melbourne Victory in delivering a digital experience that drives engagement, loyalty, and long-term growth. We’re thrilled to play a role in their journey toward becoming the undisputed leader in Australian football.”

“We're incredibly excited to partner with Attention Experts to elevate our digital presence and strengthen the bond we have with our supporters,”

said Caroline Carnegie, Managing Director of Melbourne Victory FC.

“Their data-led approach to digital marketing will be instrumental in amplifying our key initiatives, from boosting membership and ticketing to enhancing community engagement. We look forward to working together to share the stories that make our Club special and connect with our diverse community.”

The campaign kicks off immediately, with a targeted push around membership advertising timed to coincide with the upcoming fixture release. Ticket sales, a key focus area, will launch at the end of September.

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About Attention Experts

Attention Experts are specialist digital growth experts, a known leader in the digital marketing industry with a reputation for a unique data-led approach to social media marketing and strategy, and then expanding this knowledge into Programmatic Advertising, Unique Placement Advertising, SEM, SEO, Website Optimisation and EDM campaigns. Combining the latest digital tools and capabilities of the world's biggest social media and digital platforms, Attention Experts has a track record of delivering consistent results for over 1,000 B2B and B2C clients across 30 different industry verticals in Australia, New Zealand, South East Asia and Europe. Attention Experts has offices in Sydney, Melbourne, London and Dublin.

About Melbourne Victory Football Club.

Established in 2004, Melbourne Victory Football Club is a professional Australian football club and a founding member of the A-Leagues. Established to unite Melbourne's diverse community through a shared passion for football, the Club has since grown into one of the country's most successful and popular sporting institutions. With a strong focus on on-field excellence and community engagement, Melbourne Victory has played a key role in elevating the sport's profile at both professional and grassroots levels. Known for its passionate supporter base and unmatched matchday atmosphere at AAMI Park, the Club embodies a winning culture and a commitment to family-friendly entertainment.