Client: Cricket Victoria
Industry: Sport & Sponsorship
Key themes: Fan engagement, Sponsor enablement, Data acquisition, In-stadium activation
Promotional channels: In-stadium LED screens, Handheld fan signs, Social media
Solutions
Melbourne Renegades Key stats
Melbourne Stars Key stats
"Komo’s Scratch & Win activation was one of the most effective ways we engaged fans this season. The simple, interactive format created excitement and delivered real value, with overwhelmingly positive feedback from fans. It also gave our sponsors strong branding and a fun, relevant way to connect with our audience – a great balance of fan-first and commercially impactful content."
Cassandra Norris
Commercial Partnerships Manager
"“Komo has enabled us to develop a deeper connection and passion with our fans beyond our match day. It’s been an effective way for us to create new data touchpoints and has enhanced our commercial partnerships to a new level."
Michael Tarran
Marketing & Fan Engagement Manager
Executive Summary
Cricket Victoria partnered with Komo to deliver a fresh and engaging matchday experience for fans of the Melbourne Stars and Melbourne Renegades throughout the 2024 to 2025 Big Bash League season. With a focus on growing their marketing database and increasing the value delivered to commercial partners, the two clubs used Komo’s platform to launch interactive digital campaigns that rewarded fans and captured valuable insights. These activations included scratch and win games, live trivia, and spin-to-win experiences, all designed to encourage participation, collect data, and create memorable moments at live matches. The result was a season filled with high engagement, strong sponsor alignment, and a clearer understanding
of the audience that supports each team.
About Cricket Victoria
Cricket Victoria is the state governing body for cricket in Victoria, Australia. It oversees both elite teams and grassroots programs across the state and is home to two of the country’s most recognisable T20 clubs: the Melbourne Stars and the Melbourne Renegades. Both teams compete in the Big Bash League and the Women’s Big Bash League and represent a large and passionate fan base. Cricket Victoria’s goal is to grow participation in the sport, strengthen its connection with the Victorian public, and deliver real value for fans and sponsors alike.
The Problem
Heading into the season, Cricket Victoria’s marketing and commercial teams faced two important challenges. First, they needed to improve the way they activated sponsor partnerships in a live matchday environment. Traditional sponsor exposure like signage and static displays had become less effective at driving measurable outcomes, and partners were looking for deeper engagement and richer data. Second, the clubs wanted to grow their marketing databases with meaningful fan data that could be used to improve both fan communications and future sponsorship conversations.
The two teams had distinct priorities. The Melbourne Renegades focused on delivering sponsor-led campaigns that engaged fans on matchday while capturing leads and demonstrating value to partners.
Their aim was to turn matchday excitement into actionable outcomes for sponsors.
Meanwhile, the Melbourne Stars focused on creating interactive fan moments and used those touchpoints to build a clearer picture of who was attending games and engaging with the team.
Both clubs needed a platform that could deliver engaging content, collect data seamlessly, and provide a flexible structure for activations that could be updated between matches.
The Solution
Engaging fans with instant win mechanics.
For the Melbourne Renegades, the core activation strategy focused on scratch and win games that were available at every home match. Fans could instantly win Renegades-branded merchandise, including Yeti drinkware and hats, with on-the-spot redemptions creating a sense of immediacy and reward. These activations became a highlight of the matchday experience and were designed to increase time-on-site and fan interaction. Komo’s platform made it easy to deliver these experiences at scale, while also collecting participation data and contact details in the background. This allowed the Renegades to demonstrate real value to their sponsors through measurable engagement
and lead generation.
Driving sponsor outcomes through branded campaigns.
In addition to the scratch and win mechanic, the Renegades ran several bespoke sponsor activations. These included a Hyundai-sponsored “Tucson Tunes” fan vote, as well as a campaign with telecommunications provider Orange. These activations gave sponsors a new way to connect with cricket fans while offering something tangible in return. The club also participated in the WBBL’s tenth anniversary celebrations with a Team of the Decade voting campaign, which generated strong participation.
Creating interactive moments for the Stars.
The Melbourne Stars focused on activations that added energy and anticipation to live matches. They delivered a series of live trivia games and spin-to-win competitions across the season. One creative concept, the “Dodo Double,” was designed to trigger a giveaway if a player took two wickets in a row. Although the trigger scenario did not occur during the season, the concept showcased the flexibility of Komo’s platform in building conditional activations that respond to live play.
Rapid updates and real-time management.
Both clubs were able to refresh their activations between games and respond quickly to sponsor needs. Komo’s platform allowed them to build, launch, and update campaigns in minutes without relying on external developers. This flexibility was crucial in managing multiple activations across a busy summer schedule while still delivering a polished, on-brand experience for fans. It became particularly valuable when the Stars made the finals and wanted to leverage the opportunity at the exact moment when fans were most engaged.
The Results
Melbourne Renegades
The Renegades saw standout results across the season, driven by consistent activation at home games and high levels of participation. Their activations generated 16.7k unique impressions and 14.3k unique engagements across the BBL and WBBL season, resulting in 11.2k unique entries from fans. These numbers reflected both the volume and effectiveness of their campaigns, particularly the scratch and win games that anchored their in-stadium strategy. The Renegades were able to demonstrate real value to sponsors through measurable outcomes and real-time data capture, while also enhancing the fan experience with engaging, prize-driven content.
Melbourne Stars
The Stars achieved strong outcomes aligned to their strategic goal of database growth and audience profiling. Their campaigns attracted 10.9k unique impressions, with 9k unique engagements across the BBL and WBBL season, resulting in 6.1k unique fan entries. The key highlight for the Stars was the quality of the data collected. With 95 percent of participants located in Melbourne, the team gained a much clearer understanding of their supporter base, which now informs both their marketing approach and commercial packaging. The use of Komo’s interactive formats allowed the Stars to bring energy to the matchday experience while capturing insights that will support future growth.
What’s next?
Following the campaign's success, Weber plans to explore further use of Komo to enhance its sponsorship activations and deepen customer engagement in real time. With a strong foundation of insights and a growing first-party database, the brand is well positioned to scale future activations and integrate more advanced segmentation and campaign mechanics.
Check out the cards they used below...
Want to see how easy it is to bring a game like this to life? Check out the Live Trivia, Spin to Win, Scratch & Win and Vote Knowledge Base articles!
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