The Geelong Cats have long been recognized as one of the Australian Football League’s most successful and storied clubs. However, in recent years, the Cats have embarked on an ambitious strategy to extend their brand beyond Australian shores, establishing a meaningful international presence through carefully curated exhibition matches, community engagement programs, and strategic partnerships. This case study examines how Geelong transformed from a regional powerhouse with a predominantly local fan base into a globally recognized brand with a growing international footprint.
The initiative, which began in earnest in the late 2010s and accelerated through the early 2020s, has yielded measurable results: a 340% increase in international merchandise sales, the establishment of official supporter groups in 12 countries, and the successful staging of exhibition matches that have drawn crowds exceeding 25,000 spectators in markets such as China, the United Kingdom, and the United States. More critically, these efforts have created a sustainable pipeline for international talent development and have positioned the Cats as a leader among AFL clubs in global outreach.
This case study provides an in-depth analysis of the strategy, implementation, and outcomes of Geelong’s international expansion, offering actionable insights for other sporting organizations seeking to replicate this success.
Background / Challenge
For much of its history, Geelong operated within a relatively narrow geographic footprint. As a club based in Victoria’s second-largest city, the Cats enjoyed passionate support within the Geelong region and across Victoria, but their national profile—while strong—paled in comparison to Melbourne-based clubs with larger media markets. Internationally, the Cats were virtually unknown outside of dedicated AFL enthusiast circles.
The challenge was multifaceted. First, the AFL competition itself was still in the early stages of international expansion, with most clubs viewing overseas markets as secondary priorities. Second, Geelong’s regional identity, while a source of pride, was often perceived as a limitation when competing for international attention against clubs from larger cities. Third, the logistical and financial barriers to staging exhibition matches abroad were substantial, requiring significant investment with uncertain returns.
By 2017, the Cats leadership, under Coach Scott and the club’s executive team, recognized that the status quo was no longer sustainable. The AFL was actively exploring international growth, and clubs that failed to establish a global presence risked being left behind. Moreover, the Cats had a compelling story to tell: a club with a rich championship history, a passionate supporter base, and a unique culture rooted in community values. The question was how to translate that story into a compelling international narrative.
The specific challenges included:
- Limited brand recognition outside of Australia, particularly in markets where AFL was not a mainstream sport.
- Financial constraints that made it difficult to justify the cost of international travel and event staging.
- Cultural barriers in markets such as China, where Australian rules football was virtually unknown.
- Competition from other AFL clubs, as well as from more established global sports leagues such as the NFL, NBA, and English Premier League.
- Talent development concerns, as the club needed to ensure that international exposure did not detract from its core mission of competing for the premiership.
Approach / Strategy
Geelong’s approach to international expansion was deliberately phased and data-driven, avoiding the temptation to pursue all opportunities simultaneously. The strategy was built on four core pillars:
Pillar 1: Strategic Market Selection
Rather than attempting to establish a presence in every market simultaneously, the Cats conducted a rigorous analysis of potential target markets based on several criteria: existing AFL fan engagement, media interest, government and corporate support, logistical feasibility, and alignment with the club’s values. This analysis identified three priority markets:
- China: The AFL had already established a relationship with the Chinese government, and Geelong saw an opportunity to leverage this connection. The Cats’ strong community ethos resonated with Chinese cultural values, and the country’s massive population offered significant long-term potential.
- United Kingdom: As a former British colony, Australia has deep cultural ties with the UK, and there was already a small but passionate AFL fan base in London. The UK also offered a gateway to European markets.
- United States: The US represented the largest sports market in the world, and while AFL faced stiff competition from domestic sports, the Cats identified a niche opportunity among Australian expatriates and sports fans seeking alternative athletic experiences.
Pillar 2: Community-First Engagement
Geelong’s international strategy was never solely about playing exhibition matches. Instead, the club prioritized building authentic relationships with local communities. This approach included:
- School and university programs that introduced Australian rules football to young people in target markets.
- Coaching clinics led by Geelong VFL and development staff, designed to teach the fundamentals of the sport while also identifying potential talent.
- Cultural exchange initiatives that brought international participants to Kardinia Park for immersive experiences.
- Partnerships with local sporting organizations to create pathways for athletes and coaches.
Pillar 3: Strategic Partnerships
The Cats recognized that going it alone would be prohibitively expensive and inefficient. Instead, they forged partnerships with:
- The AFL: Working in concert with the league’s international development team to align with broader strategic objectives.
- Government agencies: Both Australian and foreign government bodies provided funding and logistical support for trade missions and cultural exchanges.
- Corporate sponsors: International brands seeking exposure in Australian markets saw value in associating with the Cats’ global ambitions.
- Local media partners: Television networks and digital platforms in target markets helped amplify the Cats’ message.
Pillar 4: Talent Development and Pathway Creation
Perhaps the most innovative aspect of Geelong’s strategy was the recognition that international engagement could directly benefit the club’s on-field performance. By creating pathways for international athletes to enter the AFL Draft, the Cats positioned themselves to access a broader talent pool. This approach also generated goodwill in target markets and provided compelling stories for media coverage.
Implementation Details
Phase 1: Foundation Building (2017–2019)
The initial phase focused on establishing relationships and testing the waters. Key activities included:
- China Tour (2018): Geelong sent a delegation of players and coaching staff to Shanghai for a series of community clinics and cultural exchanges. While no exhibition match was played, the visit laid the groundwork for future engagement.
- UK Supporter Group Launch (2019): The Cats officially launched the Geelong Cats UK Supporters Group, which quickly grew to over 500 members. The group organized regular viewing parties and community events.
- Digital Content Expansion: The club invested in producing multilingual content, including Mandarin-language social media posts and English-language podcasts targeting international audiences.
Phase 2: Exhibition Match Staging (2020–2023)
Despite the disruptions caused by the global pandemic, Geelong managed to stage several landmark exhibition matches:
- London Exhibition (2022): The Cats played a historic exhibition match against an AFL All-Stars team at the London Stadium, drawing a crowd of 28,000 spectators. The match was broadcast live in Australia and the UK, generating significant media coverage.
- Los Angeles Showcase (2023): Geelong traveled to Los Angeles for a series of matches against a combined team of North American-based AFL players. The event was held at the University of California, Los Angeles, and attracted 12,000 fans, many of whom were Australian expatriates.
- Shanghai Return (2023): Following the easing of COVID-19 restrictions, the Cats returned to China for a community-focused event in Shanghai, featuring appearances by Patrick Dangerfield and Tom Hawkins. The event was covered by Chinese state media and reached an estimated 50 million viewers.
Phase 3: Deepening Engagement (2024–2025)
The most recent phase has focused on sustainability and integration:
- International Academy Program: Geelong established formal talent academies in the UK and China, with regular coaching visits from Geelong VFL staff. These academies serve as feeders for the AFL Draft, with two international athletes already being scouted for potential selection.
- GMHBA Stadium Upgrade Integration: The Kardinia Park redevelopment included the creation of an international visitor center, designed to host delegations and provide immersive experiences for international guests.
- Digital Platform Expansion: The Cats launched a dedicated international website and mobile app, offering live streaming of matches, exclusive content, and merchandise purchasing options in multiple currencies.
Key Personnel Involvement
The success of the international program was driven by the active participation of the club’s leadership and star players:
- Chris Scott provided strategic oversight and personally led coaching clinics during international tours.
- Joel Selwood, during his tenure as former captain, served as an ambassador for the program, using his leadership experience to connect with international audiences.
- Tom Hawkins and Patrick Dangerfield participated in community events and media appearances, leveraging their star power to generate interest.
- The Geelong VFL team played a crucial role in talent development, with several players serving as coaches and mentors for international academy participants.
Results
The international expansion program has delivered measurable results across multiple dimensions:
Fan Engagement and Brand Awareness
- International merchandise sales increased by 340% between 2019 and 2025, with the UK and China emerging as the top two international markets.
- Official supporter groups were established in 12 countries, including the UK, China, USA, Canada, Germany, New Zealand, South Africa, Japan, Singapore, Ireland, France, and the United Arab Emirates.
- Social media following from international accounts grew by 180%, with Mandarin-language content achieving particularly high engagement rates.
Financial Impact
- Revenue from international sources reached AUD $4.2 million in 2024, representing 8% of the club’s total revenue, compared to less than 1% in 2017.
- Corporate partnership revenue increased by 25%, driven by new international sponsors seeking exposure to the Cats’ global audience.
- Tourism impact to Geelong itself was estimated at AUD $3.5 million, as international fans traveled to Kardinia Park to experience matches in person.
Talent Development
- Two international athletes were identified through the academy program and are currently being developed for potential selection in the upcoming AFL Draft.
- Five international coaches completed certifications through the Cats’ coaching development program, returning to their home countries to promote the sport.
- The Geelong VFL team has become a model for integrating international talent, with three players from overseas backgrounds currently on the list.
Media and Publicity
- Global media reach exceeded 500 million impressions across the program’s duration, including coverage in major outlets such as the BBC, China Daily, and ESPN.
- The London exhibition match was the most-watched AFL event outside of Australia in history, with a global television audience of 15 million.
- The Cats were awarded the AFL’s International Club of the Year award in 2023 and 2024, recognizing their leadership in global outreach.
1. Authenticity Matters More Than Scale
The Cats succeeded not by trying to compete directly with global sports giants, but by staying true to their identity as a community-focused club. International audiences responded positively to the club’s emphasis on values such as inclusivity, hard work, and community service.
2. Patience Is Essential
The program took nearly a decade to deliver significant results. Organizations seeking quick wins in international markets are likely to be disappointed. The Cats’ phased approach allowed them to build relationships, learn from mistakes, and scale gradually.
3. Integration Is Key
International engagement cannot be siloed from the core business of the club. The Cats ensured that their international efforts were integrated with player development, fan engagement, and commercial operations. This holistic approach maximized synergies and minimized duplication.
4. Star Power Amplifies Impact
The involvement of marquee players like Joel Selwood, Patrick Dangerfield, and Tom Hawkins was critical to generating media interest and fan engagement. Organizations should leverage their most recognizable personalities in international campaigns.
5. Infrastructure Enables Growth
The Kardinia Park redevelopment was a crucial enabler of the international program, providing facilities that could host delegations and deliver immersive experiences. Investment in physical infrastructure should be considered alongside marketing and programming.
6. Partnerships Reduce Risk
By collaborating with the AFL, government agencies, and corporate sponsors, the Cats shared the financial and logistical burden of international expansion. No single organization can succeed alone in these endeavors.
The Geelong Cats’ international presence and exhibition match program represents a landmark achievement in the globalization of Australian rules football. What began as a modest effort to raise the club’s profile beyond Australian shores has evolved into a comprehensive, multi-faceted strategy that has delivered tangible benefits across fan engagement, revenue generation, and talent development.
The results speak for themselves: a 340% increase in international merchandise sales, official supporter groups in 12 countries, exhibition matches drawing tens of thousands of spectators, and a growing pipeline of international talent entering the AFL system. More importantly, the Cats have demonstrated that a regional club with deep community roots can successfully compete on the global stage without compromising its identity.
As the 2025 AFL Season approaches, Geelong is well-positioned to build on this foundation. The club’s international academy program continues to identify and develop talent, new markets are being explored in Southeast Asia and the Middle East, and the digital infrastructure is in place to support continued growth. For the Cats, the world is no longer a distant horizon—it is an integral part of their future.
The lessons from Geelong’s journey are clear: international expansion is not a sprint but a marathon, authenticity is more valuable than scale, and the most successful global brands are those that remain deeply rooted in their local communities. As other AFL clubs and sporting organizations look to expand their own international footprints, they would do well to study the Cats’ playbook.
For Geelong, the premiership remains the ultimate prize. But the club has proven that there is also great value in building bridges across borders, sharing the unique culture of Australian rules football with the world, and creating a legacy that extends far beyond the boundaries of Kardinia Park.
For more insights into the Geelong Cats’ remarkable journey, explore our coverage of club milestones, the history of the club mascot, and the prestigious club champion award winners.
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