AFL Players’ Association Streamlines Membership and Communication with Bluprintx and Salesforce

Industry: Sports & Associations
Services: Implementation, Managed Services
Project Summary: Streamlining AFLPA’s Membership and Communication Processes 

 The Australian Football League Players’ Association (AFLPA) is an industry membership organization representing all AFL players. The AFLPA provides a range of support services to ensure the well-being and long-term success of its members across several important metrics beyond on-field performance. 

Bluprintx was introduced to the AFLPA through previous work with the Hawthorn Football Club. The organization was seeking a better way to manage and deliver services to its members. Its legacy system limited scalability and required too much time managing technical processes instead of adding value to members.

Results 

• 50% reduction in time spent processing player memberships and grant applications. 

• Improved data integrity and a single source of truth for member information. 

• Fewer support requests and increased member satisfaction through self-service capabilities. 

• Enhanced communication with members during critical times such as the COVID-19 pandemic. 

• More strategic decision-making enabled by real-time insights into player engagement and well-being trends.

Highlights 

To meet AFLPA’s goals, Bluprintx designed and implemented an integrated digital ecosystem centered on Agentforce (formerly Salesforce) technologies: 

• Member Experience Platform: Replacing manual and paper-based processes with a digital portal that allows members to manage their profiles, access resources, and submit applications online. 

• Connected Operations: Integration between Agentforce Sales (formerly Sales Cloud) and Xero through Breadwinner to automate billing and invoice reconciliation, reducing administrative time and errors. 

• Personalized Engagement: Deployment of Agentforce Marketing (formerly Marketing Cloud Growth) to segment member audiences and deliver targeted communications based on career stage, interests, and needs. 

• Scalable Foundation: Establishing a secure, flexible system that can grow with the AFLPA’s future programs and partnerships. 

Insights 

The transformation went beyond technology. By partnering with Bluprintx, the AFLPA redefined how it engages with players, turning fragmented data and manual processes into a connected experience built on trust, relevance, and accessibility. 

With Salesforce, the organization now has full visibility into the member lifecycle, from rookie to retiree. This holistic view allows the AFLPA to anticipate needs, personalize communications, and measure impact more effectively. 

The project stands as a strong example of how a forward-looking membership organization can combine digital innovation with human-centered design to create lasting value for its community.