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Kicking goals online

Oh we're from Tigerland...

This is a client that needs no introduction – Optimising have had a long-held relationship with our Punt Road neighbours for 7 years and counting.

Since 2011, we’ve been through thick and thin together. Richmond FC’s experienced some of their lowest points, but they’ve managed to pull through and emerge in full form.

We have been lucky enough to continue supporting the club through some of their most successful seasons, including a recent Premiership and Brownlow Medal, as well as their many victories and stunning performances. 


The Challenge

Extraordinary campaigns for an extraordinary club

Richmond FC has given Optimising all types of briefs to work with throughout the span of our relationship. From complex custom projects to standard website builds, we’ve been put in close contact with all aspects of the Richmond FC brand:

  • The SuperBoot (2-year project)
  • Best 22 Voting Platform (Which was later rolled out to several other AFL clubs)
  • Custom Trading Card Generator
  • History Quiz Platform
  • Richmond Corporate website
  • Several iterations of the Korin Gamadji Institute website

Outside of the AFL, Richmond FC has been responsible for coming up with many innovative external projects. This includes educational institutes and the management of recreational centres, which we have also played an important role:

  • Aligned Leisure website development
  • Cardinia Leisure website development
  • Albury Wodonga Aquatic website development

The Solution

Thinking out of the box with one-of-a-kind solutions

Through Richmond FC’s football department, we were provided with some unique opportunities to stretch our creativity. By developing custom-made campaigns to help with many fan engagement initiatives, we set ourselves at thinking large, especially in terms of pushing revenue through tickets, products, and memberships.

The sky’s the limit:

  • Social Ad campaigns promoting specific feature games
  • Targeted Social, Paid Ads, and Remarketing campaigns every year around membership products
  • Social Ad campaigns to drive additional social followers
  • Niche influencer outreach campaigns around social product launches
  • SEO consulting around key content areas on the website

Via the corporate arm of the business, we used some of our more traditional methods:

  • Paid Search for various centres to drive membership growth
  • SEO consulting
  • Social Ad campaigns to drive awareness and growth

The Result

A 7 year partnership that will only keep going

We love working with our Richmond neighbours and look forward to continuing to help Richmond FC kick goals online.

Carn’ the tigers!


We value purpose over profit and take action.

Our values and beliefs have always set the tone and approach to our business. It's not just enough to grow as a company and produce profits, we have a global responsibility to make our economy more inclusive and sustainable. As both a B Corp and a member of 1% for the planet, we have further cemented this purpose within our organisation.

However, our work isn't done quite yet. For Optimising, this is simple the start of our journey towards building a better business and world!

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We acknowledge the Wurundjeri Woi Wurrung people as the Traditional Owners of the land now known as Richmond. We pay our respects to Elders from all nations - and to their Elders past, present and future.

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Optimising is committed to cultivating and preserving a culture of inclusion and connectedness. We are able to grow and learn better together with a diverse team of employees.