Carlton Football Club

Despite a national reputation and a strong supporter base, Carlton's evolution from sporting club to multi-million-dollar organisation had outpaced its systems. Disparate systems and spreadsheets made a single stakeholder view impossible to achieve, across stakeholder management, membership, corporate hospitality and sponsorship, activity tracking, assets and entitlements, marketing and communications, event management, and customer service.

The club needed a solution that could manage all of these areas today while extending comfortably as the business kept evolving.

Following a structured selection process, EngageRM was unanimously chosen for its ability to manage every functional element from one comprehensive CRM environment, built on Microsoft Dynamics. Allocating entitlements for corporate clients and sponsors is a genuinely complex process spanning multiple parts of the business, and EngageRM streamlined it by allocating assets, taking payment through SecurePay, and integrating with PerfectTablePlan for event seating — removing the double and triple handling that existed before.

With these initiatives in place, events staff now have full visibility over function registrations and guest lists, while sales orders entered directly by corporate sales and sponsorship staff make post-game processing far simpler. EngageRM also gives the club oversight of player and coaching staff commitments — appearances, image use, junior clinics and speaking engagements — with time and cost properly allocated and reported for governance.

The platform is now driving Carlton Football Club's operations, giving the club a stronger foundation to build its future success on.