West Coast Eagles: A Digital Journey

Rory Furness, Head of Data & Governance for the West Coast Eagles will be sharing an honest, first-hand account of the West Coast Eagles’ digital journey, from humble beginnings to a data-driven, member-first organisation.

This session will explore the club’s approach to technology adoption, digital fan engagement, and operational innovation. Rory will cover the key phases of that journey: early infrastructure and CRM foundations, the move into Perth Stadium and Mineral Resources Park, the post-COVID realignment of their data and MarTech plans, and the current work around Microsoft Fabric, AI agents and unified fan identity.

The session is less about the technology itself and more about the practical lessons, trade-offs and cultural shifts that come with delivering transformation inside one organisation over a long period.