How AFL tackles brand management
Australian Rules Football (AFL) is one of the most fast-paced games in the world. The task of managing its wide range of brands runs at an equally rapid pace. As Australia’s premier spectator sport, the AFL encompasses a broad range of branded programs from grass roots community initiatives to major events and of course individual clubs. The passion and loyalty these brands evoke is intense, so it’s for this reason the AFL treads very carefully when managing them. Maintaining brand integrity requires a centralized system that can segment a range of sub-brands across multiple stakeholders.
AFL: Online Brand Guidelines
IntelligenceBank created an interactive online BrandHub platform designed to be used both internally at the AFL and by its approved partners. Its main role is to increase brand compliance by providing current brand guidelines and pre-approved assets as well as deepen understanding of the brand. But importantly, what it also achieves is a dramatic decrease in admin time.
The ability for users of all skill levels to access assets and request approvals in the one space has the added bonus of freeing up hours that were once spent on repetitive, mundane requests. Eliminating recurring inquiries spread over multiple contexts such email saves time and frustration. Of course, always having instant access to the correct logos and rights approved assets reduces the back and forth on proofing and refinements.
Why AFL loves BrandHub
“We house all our creative assets for both internal and external stakeholders to access at the click of a button. These range from AFL Club logos and guidelines to our own in-house Premiership Season, Finals and GF logos. We have a wide stretching network and have everything for Community initiatives like Auskick through to our themed AFL/AFLW rounds stored on our BrandHub.”
– Daniel Erikson, AFL
Sub-Brand Management
AFL’s BrandHub make it easy to manage multiple sub-brands, including AFLW, Clubs, Community, Stadiums and Events.
Brand Guidelines and Assets
AFL and their partners can access the latest brand guidelines (including sub-brands), with access to brand rules and assets including logos, colours and typography.
Make brand management easy
IntelligenceBank’s BrandHub can be used as a stand-alone tool, or integrated into your wider end-to-end marketing operations solution. IntelligenceBank offers a full suite of tools including campaign workflows, digital asset management, creative templates, proofing and marketing and reporting. To learn more about how you can get more from your online brand guidelines, Book a Demo.
