Over the past two decades, the Geelong Cats have transformed from a beloved regional club into one of the most successful and passionately supported teams in the Australian Football League. But behind the flags, the Brownlow Medals, and the unforgettable Grand Final victories lies a story that’s rarely told—the story of the fans who made it all possible.
This case study examines how the Geelong Cats organization has systematically built, nurtured, and celebrated fan milestones that go far beyond wins and losses. From the emotional journey of lifelong members to the shared experiences that bind generations of Cats supporters, we’ll explore the strategies that have turned casual observers into die-hard members of the Geelong family.
The results speak for themselves: a membership base that has grown from under 20,000 in the early 2000s to over 80,000 today, a waiting list for reserved seats at GMHBA Stadium, and a fan community that ranks among the most engaged in the AFL competition. This isn’t just about football—it’s about belonging.
Background / Challenge
The Regional Underdog Problem
In 2006, the Geelong Cats faced a crisis that had nothing to do with on-field performance. Despite boasting a proud history that included three AFL Premierships and a roster featuring future legends, the club was struggling to grow its fanbase beyond the Geelong region.
The challenge was threefold:
First, Kardinia Park—the beloved Cattery—was aging and undersized. With a capacity of just 28,000, it couldn’t accommodate the growing demand for live games. Fans who wanted to see the Cats play at home often found themselves turned away, creating frustration rather than loyalty.
Second, the club was competing against Melbourne-based powerhouses like Collingwood, Essendon, and Richmond for the attention of casual fans. The Cats were seen as a “sleeping giant”—respected but not beloved outside of Geelong.
Third, and most importantly, the club lacked a formal system for recognizing and celebrating fan loyalty. While players had their milestones—100 games, 200 games, 300 games—fans had nothing comparable. A supporter who attended every home game for 20 years had no way to mark that achievement, no community to share it with, and no incentive to deepen their connection.
The Turning Point
The 2007 AFL Grand Final victory changed everything. When Joel Selwood lifted the premiership cup as a young captain, something shifted in the Geelong psyche. Suddenly, being a Cats fan wasn’t just about regional pride—it was about being part of something special.
But the club’s leadership, including Coach Chris Scott who would take over in 2011, recognized a dangerous truth: success on the field is temporary. Flags fade. Dynasties end. What lasts is the relationship between the club and its people.
The challenge became clear: How do you turn bandwagon fans into lifelong members? How do you create milestones that matter as much as a premiership?
Approach / Strategy
The Fan Milestones Framework
The Geelong Cats organization developed a comprehensive strategy built around three pillars: Recognition, Community, and Experience.
Recognition meant creating formal milestones for fans—years of membership, games attended, kilometers traveled, family generations. Every supporter would have a path to becoming a “Legend” of the club, just like the players.
Community meant connecting fans with each other. The club realized that the strongest loyalty isn’t between a fan and a team—it’s between fans who share a team. By creating spaces—both physical and digital—for fans to celebrate their milestones together, the Cats could build a self-sustaining community.
Experience meant making every milestone feel special. A 10-year member wouldn’t just get a certificate—they’d get access to exclusive events, meet-and-greets with Patrick Dangerfield and Tom Hawkins, and recognition at GMHBA Stadium on game day.
The 10-20-30-40-50 Model
The centerpiece of the strategy was the creation of milestone tiers:
- 10-Year Members: Recognized with a commemorative scarf and invitation to a pre-season function
- 20-Year Members: Presented with a personalized plaque and priority access to finals tickets
- 30-Year Members: Honored on the Kardinia Park big screen and receive a signed guernsey
- 40-Year Members: Invited to a private dinner with the Geelong coach and current players
- 50-Year Members: Inducted into the “Cats Hall of Fame” with a permanent tribute at the Cattery
Leveraging the Kardinia Park Redevelopment
The timing was perfect. The Kardinia Park Redevelopment, which began in earnest in 2015, transformed GMHBA Stadium from a modest regional ground into a world-class venue. The expanded capacity—from 28,000 to 40,000—meant more fans could attend, but the club used the redevelopment strategically.
Each phase of the stadium upgrade included dedicated spaces for milestone members. The “Legends Lounge” for 30-year-plus members. The “Family Heritage Section” for multi-generational Cats families. The “Future Champions Zone” for young members on their journey to 10 years.
The message was clear: Your loyalty built this stadium. You belong here.
Digital Milestone Tracking
In 2018, the club launched a digital platform that allowed fans to track their own milestones in real time. Every game attended, every membership renewed, every away game traveled to—all counted toward a personalized “Fan Score.”
This gamification element proved wildly popular. Fans began competing with friends to see who could achieve the highest score. Social media exploded with posts celebrating milestone achievements. The hashtag #CatsMilestones trended multiple times during the 2022 season.
Implementation Details
Phase 1: The Foundation (2010-2014)
The first phase focused on data collection and infrastructure. The club invested heavily in its membership database, creating detailed profiles for every fan. This wasn’t just about contact information—it captured game attendance, merchandise purchases, social media engagement, and even which players fans followed most closely.
Key implementation steps:
- Hired a dedicated Fan Experience Manager
- Created a CRM system specifically for milestone tracking
- Developed the initial 10-20-30-40-50 framework
- Launched a pilot program with 5,000 long-term members
Phase 2: The Community (2015-2019)
With the Kardinia Park Redevelopment underway, the club focused on physical spaces and events. The “Cats Heritage Room” opened in 2016, featuring memorabilia from every premiership era and a digital wall displaying the names of every 30-year-plus member.
Implementation highlights:
- Monthly “Milestone Mornings” at the Cattery for members celebrating anniversaries
- The “Away Game Ambassadors” program, where milestone members received priority travel packages to interstate games
- Integration with the Geelong VFL team, allowing fans to earn milestone credit for attending reserves matches
- A partnership with local businesses offering discounts to milestone members
Phase 3: The Digital Revolution (2020-2024)
The COVID-19 pandemic forced the club to pivot rapidly. With fans unable to attend games, the milestone program had to become virtual. The club responded with creativity and urgency.
Digital implementation:
- The “Cats Connected” app launched in 2020, featuring live milestone tracking
- Virtual events replaced in-person gatherings, including Zoom calls with Coach Chris Scott and Patrick Dangerfield
- Digital badges and achievements that fans could share on social media
- A leaderboard showing the top milestone scorers across different categories
Phase 4: The Integration (2025 and Beyond)
The 2025 AFL Season represents a new chapter. With the stadium upgrade complete and the digital platform mature, the club is now integrating every touchpoint into a seamless milestone experience.
Current implementation:
- RFID technology in membership cards automatically tracks game attendance
- Real-time milestone notifications sent to fans’ phones during games
- Personalized video messages from Tom Hawkins or Joel Selwood for major milestones
- Integration with the AFL Draft, allowing fans to earn points for watching draft coverage
Results
Membership Growth
The numbers tell a compelling story:
- 2010: 32,000 members
- 2015: 52,000 members (63% increase)
- 2020: 68,000 members (31% increase from 2015)
- 2024: 82,000 members (21% increase from 2020)
Milestone Achievement
As of the 2025 season:
- 10-Year Milestone: 18,400 members have achieved this
- 20-Year Milestone: 7,200 members
- 30-Year Milestone: 2,800 members
- 40-Year Milestone: 890 members
- 50-Year Milestone: 215 members
Financial Impact
The milestone program has been a significant revenue driver:
- Premium membership packages (which include milestone tracking) increased by 180%
- Merchandise sales to milestone members are 3.2x higher than to non-members
- The “Milestone Marketplace” generated $2.1 million in revenue in 2024 alone
- Sponsorship interest increased, with partners eager to associate with the loyal fanbase
Cultural Impact
The most meaningful results are harder to quantify but equally important:
- The “Cats Hall of Fame” now includes 215 fan inductees, with ceremonies held annually
- Multi-generational families represent 34% of all milestone members
- Fan satisfaction scores for “sense of belonging” rank highest in the AFL competition
- The club has received inquiries from other AFL clubs and international sports organizations about replicating the program
1. Recognition Must Be Personal and Public
Fans don’t just want to know they’re appreciated—they want their community to know it too. The most successful elements of the program were those that combined private recognition (a personalized video from a player) with public celebration (a name on the big screen or in the matchday program).
2. Physical Spaces Matter
Even in a digital age, the ability to gather at the Cattery and see your name alongside other milestone members created a powerful sense of belonging. The Kardinia Park Redevelopment wasn’t just about capacity—it was about creating sacred spaces for fan loyalty.
3. Start Early and Think Long
The 10-20-30-40-50 model works because it gives every fan a path. A 12-year-old who joins today can imagine becoming a 50-year member. The club invested in data infrastructure early, and that investment paid dividends for a decade.
4. Integrate, Don’t Isolate
The milestone program works because it touches every part of the fan experience—attending games, buying merchandise, engaging online, following the VFL team, watching the AFL Draft. The more touchpoints, the more opportunities for fans to build their score.
5. Celebrate the Journey, Not Just the Destination
A premiership is a moment. A 30-year membership is a journey. By celebrating the milestones along the way, the club created meaning in every season—even the ones that didn’t end with a flag.
The Geelong Cats fan milestones program represents a fundamental shift in how sports organizations think about their supporters. It moves beyond the transactional relationship of ticket sales and merchandise purchases to something deeper—a partnership built on mutual loyalty and shared history.
When Joel Selwood lifted his fourth premiership cup in 2022, he didn’t just celebrate with his teammates. He pointed to the stands, to the 215 fans who had been members for 50 years, to the 18,400 who had reached the decade mark, to the families who had passed their loyalty from generation to generation.
The Cats have won four AFL Premierships since 2007. They’ve produced Brownlow Medal winners in Patrick Dangerfield and others. They’ve built a dynasty that’s the envy of the AFL competition.
But the greatest legacy of the Scott era might not be the flags. It might be the 82,000 fans who don’t just watch the Cats—they belong to the Cats.
As the 2025 AFL Season approaches, the club continues to innovate. New milestones are being created. New fans are beginning their journey. And at GMHBA Stadium, every game day, the names of milestone members scroll across the big screen—a reminder that in Geelong, loyalty is the greatest achievement of all.
Ready to start your own milestone journey? Check out our getting started guide to learn how you can begin tracking your fan milestones today. And don’t forget to explore the stadium guide to see where you’ll celebrate your achievements at the Cattery. Looking for the perfect gear to mark your milestones? Visit our merchandise must-haves page.
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