Richmond Football Club Deepens Fan Engagement and Streamlines Corporate Hospitality with Bluprintx and Salesforce

Industry: Sports & Associations
Services: Implementation, Managed Services
Project Summary: Replacing end-of-life technology with a connected, fan-first engagement platform. 

 In the fast-moving world of Australian Rules Football, fan engagement can define a club’s success. Richmond Football Club set a clear objective: enhance fan and member engagement while delivering a modern, scalable corporate sales and hospitality solution. 

Drawing on category experience, Bluprintx designed a connected approach using Agentforce Sales (formerly Sales Cloud), Blackthorn Events and Payments, and Agentforce Marketing (formerly Marketing Cloud) integrated to create a seamless and personalized experience for fans from ticket purchase to event attendance and beyond.

Results 

The result: streamlined corporate operations, stronger marketing execution, and a tighter bond between the club and its supporters. 

• Unified visibility across memberships, enabling more targeted and meaningful engagement. 

• Corporate Sales and Events aligned, improving how hospitality offers are promoted, sold, and fulfilled. 

• Faster campaign execution and more relevant communications, increasing fan and member connection. 

• Simplified operations from ticketing to event management, reducing manual effort and errors. 

Highlights 

To meet Richmond’s objectives, Bluprintx implemented an integrated solution on Salesforce with native event capabilities and data-driven marketing: 

• Corporate Sales & Hospitality:
  Agentforce Sales (formerly Sales Cloud) with Blackthorn Events and Payments to manage and promote match-day and premium experiences, connecting ticketing, inventory, and sponsorship workflows in one place. 

• 360° Fan View:
  A consolidated profile brings together ticket sales, membership renewals, and merchandise purchases, enabling personalized outreach and better service at every touchpoint. 

• Personalized Marketing:
  Agentforce Marketing (formerly Marketing Cloud) and Agentforce Personalization (formerly Marketing Cloud Personalization) to deliver targeted, behavior-driven journeys based on integrated Salesforce and external data sources. 

• Scalable Foundation:
  An architecture designed for ongoing enhancements and managed services, ensuring the platform evolves with the club’s ambitions. 

From the client 

“Going into this project, we knew nothing about Salesforce. Bluprintx helped use every step of the way from design to build, training to go-live and beyond. “

Troy Johnson
Data & Analytics Manager