Building and engaging with an audience of new fans to generate commercial returns for the 2019 AFL season, we worked with the Melbourne Football Club to build a database of new arrivals in Australia, students and non-AFL fans to nurture and educate them with MFC content to generate engagement with Australian Rules Football and drive commercial returns through memberships, ticket sales and merchandise. As a result their database grew year on year, with substantially higher email engagement rates and a significant increase in revenue attributed for each active fan who purchased a membership or merchandise.