AFL's Geelong Cats look to enhance fan engagement with stadium-wide merchandise giveaway

The Geelong Football Club is set to execute a large-scale fan engagement initiative, 'Kit Out the Cattery', during their Round 15 AFL match against Brisbane at GMHBA Stadium.

Aiming to create a unified 'sea of white' among supporters, the club plans to place a free, collectable Cats t-shirt on every seat in the venue - activation an that represents a direct investment in the live game-day experience and a strategy to enhance fan spectacle and atmosphere.

The initiative is a direct merchandise giveaway, a common tactic in sports marketing to boost their attendance and fan identity. The t-shirts feature an iconic 1970s Geelong Cats logo on the front and the traditional 'Geeeelong' cheer squad chant on the back, appealing to fan nostalgia and collective identity.

Making these t-shirts exclusive to attendees of the Friday night match, the club is incentivising physical presence at its home venue.

This initiative highlights several strategic considerations, marking a significant investment in a non-ticketed fan benefit, demonstrating a commitment to enhancing the fan experience beyond basic entry.

While the immediate return on investment isn’t direct merchandise sales, the potential benefits include increased ticket sales for this specific high-profile match, improved atmosphere which can enhance broadcast appeal, and strengthened fan loyalty and brand affinity.

By aiming to create an “intimidating sight” for the opposition, Geelong is leveraging fan participation as a psychological advantage, further integrating supporters into the game’s narrative.

The Kardinia Park Stadium Trust has also marked the first anniversary of the Geelong Sports Museum.

The Museum was part of the $140 million Stage 5 redevelopment of GMHBA Stadium, delivered by the Kardinia Park Stadium Trust in partnership with the Victorian Government.