Skip to main content

This browser is not supported. Please upgrade your browser.

GWS Giants AFL Club

Sports case study

“We're in the most competitive sports market in Australia and creating a memorable match day experience is important to everyone at the Giants."

"With a really strong fixture for our fans at GIANTS Stadium in 2016, it's never been a better time to join the Giants as a member as we continue to push towards the finals."

- David Mathews, Chief Executive, GWS Giants


The GWS (Greater Western Sydney) Giants Football Club represents western Sydney and Canberra in AFL. Founded in 2009, the GWS Giants played their debut season at GIANTS Stadium in 2012.

Key challenges

Being the AFL's newest team, in a non-traditional AFL market, the GWS Giants placed a high importance on engaging closely with fans and achieving strong attendance. A key objective was to ensure the Stadium provided an exciting, memorable experience for fans, as well as a safe, family-friendly environment. Other deliverables included providing excellent facilities for players to support their performance on the field, and satisfying sponsors.

What we did

Sydney Showground completed $65 million worth of renovations to the Stadium in May 2012. At the time of development it featured one of the largest in-stadium screen in the Southern Hemisphere; the screen is used as an effective crowd engagement tool and advertising vehicle for sponsors. A state-of-the-art sound system helps energise the crowd. Unusually for an AFL venue, fans can access a diverse range of food and beverages - from gourmet hot dogs to Asian noodles, whilst still being able to view the game. First class player facilities help the team stay motivated and reinforce GWS Giants branding when events are televised. The venue's family atmosphere is enhanced by a Fan Zone beneath the scoreboard, created by GWS Giants, which keeps children entertained while their parents watch the game. The family atmosphere is maintained even after the match concludes where families are invited onto GIANTS Stadium for kick-to-kick, a unique fan experience. 


GIANTS Stadium is now the permanent primary home ground for the GWS Giants, providing a solid platform for the club to consolidate and expand its fan base. Sydney Showground's marketing team continues to work with the GWS Giants to cross-promote matches to visitors of other events and exhibitions at Sydney Showground, including special ticket offers, helping the club reach out to new audiences.