Rugby Australia Partners with Komo to Build the Fan Relationships That Will Define Its Golden Decade

SYDNEY, NSW - May 14, 2026 – Rugby Australia has appointed Komo as its official fan and member engagement platform, embedding the Australian-built technology across its entire national rugby ecosystem as the organisation enters what it has described as a once-in-a-generation golden decade for the sport.

The appointment arrives at a defining moment - not just for Australian rugby, but for sport globally. Fans today consume sport across more platforms and channels than ever before, yet most sports organisations still don't truly know who their fans are. As broadcast models fragment, social platforms change their algorithms, and third-party data disappears, the competitive edge for rights holders now lies in their ability to build direct, data-rich relationships with every fan - relationships that persist beyond the event, personalise the experience, and unlock commercial value that impressions and signage can’t on their own.

For Rugby Australia, that imperative has never been more important. With the Men's Rugby World Cup arriving in 2027, the Women's Rugby World Cup in 2029, and the Australian Sevens competing on the Olympic stage in Brisbane in 2032, the organisation will be in front of the largest and most diverse rugby audiences in its history. 

The partnership sees Komo deployed as the fan engagement platform across Wallabies, Wallaroos, Sevens, NSW Waratahs, ACT Brumbies, and Super Rugby Pacific. Teams are able to launch branded fan hubs, live in-stadium activations, gamified campaigns, loyalty programs, and sponsor activations in minutes, while capturing the first and zero-party fan data that feeds Rugby Australia's CRM, informs personalised experiences, and gives commercial partners the measurable outcomes they increasingly demand.

"Rugby Australia is entering the most significant period the sport has ever seen in this country, and the 'From Green To Gold' strategy reflects an incredible ambition," said Joel Steel, CEO and Co-founder of Komo. "But the organisations that will truly capitalise on this decade aren't just the ones that show up for the big moments - they're the ones building direct, meaningful relationships with fans in between. That means knowing who your fans are, what they care about, and how to keep them connected to the game long after the final whistle. That's what Komo is built for: turning every touchpoint - in the stadium, on broadcast, through websites and social media, across the varying seasons - into a data point that deepens the relationship and compounds over time. We're proud to be the platform powering that mission not just for Rugby Australia, but for Australian rugby."

Dan Wilkins, General Manager - Fan Growth, Rugby Australia said: "We need to give fans more reasons to engage, not more things to scroll past. Our job is to make Rugby feel more present, more rewarding and easier to be part of across the year. This partnership helps us create better match-day moments, competitions and interactive experiences, while building the data capability to understand what fans actually value and give them more of it."

The Komo platform integrates with Rugby Australia's existing technology stack delivering the full suite of Komo's engagement capabilities - interactive fan hubs, gamified content, loyalty and rewards, real-time surveying, analytics and sponsor activation tools - across all properties from the 2026 season.

About Rugby Australia

Rugby Australia is the governing body for rugby union in Australia, responsible for the Wallabies, Wallaroos, Australia Sevens, NSW Waratahs, ACT Brumbies, Super Rugby Pacific and community rugby. Rugby Australia's "From Green To Gold" strategy (2025–2029) is built around three pillars - performance excellence, participation growth, and promotion effectiveness - designed to maximise Australia's golden decade of major rugby events: the 2025 British & Irish Lions Tour, Men's Rugby World Cup 2027, Women's Rugby World Cup 2029, and Olympic Rugby Sevens at Brisbane 2032.

About Komo Technologies

Komo is the Engagement Engine powering the engagement infrastructure for the world's most valuable digital ecosystems. Komo makes it easy for marketers and product owners to ideate, design, build, and deploy the entire customer engagement journeys from a single AI-powered platform. Komo is trusted by leading brands across 14+ countries including the NFL, Live Nation, NRL, AEG, Foxtel, Comcast, NBCU, Accor, Tennis Australia, QBE, Bunnings, Flight Centre, Stan, Kayo and many more. Proudly Australian-born and built.