MCG debuts marketplace for its business community

Melbourne Cricket Ground's new online marketplace aimed to help its business community network and well as generate leads

The Melbourne Cricket Ground (MCG) has taken the wrappers off its own online marketplace destination and business network site.  

The historic sporting ground and club has partnered with marketplace platform provider, Marketplacer, and agency, Mkt Hub, to create the MCG Network Marketplace. The online platform aims to create a central place to house special offers for the network of people and companies associated with the MCG, as well as foster fresh opportunities for businesses to gain exposure, build relationships and generate leads.  

The MCG said it aims to attract at least 100 corporate members in its first year, rising up to a projected 300 businesses long-term. Across the series of events, the aim is to attract more than 3000 attendees. Foundation partners include oOh! Media, TAC, National Storage, Coca-Cola Europacific and TaylorMade.  

Membership packages are structured around fee-based tiers, with included offers stretching from ticket allocation to attending face-to-face networking events and business listings. These start from $1200 per year rising up to nearly $12,000.  

“Terms are agreed individually with each company as they join the MCG Network including commercial terms for online sales,” a spokesperson told CMO.  

In terms of members, the initial emphasis is on MCG partners and MCG Network Members in addition to the wider community of MCG attendees and followers. These communities include commercial partners and suppliers, corporate clients, attendees and Melbourne organisations. From there, the venue sees businesses and stakeholders predominantly in Victoria signing up.   

“The MCG Network presents a unique offering to the business community, uniting opportunities under the umbrella of Australia’s largest and most beloved stadium,” Melbourne Cricket Club general manager of commercial operations and partnerships, Jennifer Watt, said. As well as the strong foundation partners, she said additional major partners will come on-board soon.    

Mkt Hub COO, Jordan Leask, described the MCG Network as the new online destination for the MCG community providing a curated range of products and services.   

“Our aim is to generate greater engagement, a sense of connection, networking and new business opportunities following the disruption of the past two years,” he said.  

The online marketplace employs Marketplacer’s scalable commerce technology and Mkt Hub’s managed services and support including implementation and partner onboarding over the first year. Through the directory, MCG Network members have a personalised account, direct inquiry and ecommerce capability and the ability to promote their products and services.   

“Just as the MCG provides a physically unrivalled experience within the confines of its stadium, we look forward to providing compelling and engaging experiences in the online marketplace by way of supercharging ecommerce features and functionality fit for consumers and sellers in the years ahead,” Marketplacer founder, Jason Wyatt, added.  

Marketplaces continue to spring up across B2C as well as B2B brands. Last month, Telstra also debuted a new marketplace aimed at connecting its small business customers with its customer loyalty program base.  

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