Easts Rugby Ladies Day case study: Driving ticket sales to 2,000 attendees

Overview: 

Easts Rugby, based in Sydney’s Eastern Suburbs, is one of Australia’s oldest and most successful rugby clubs, with a legacy dating back to 1900 and a strong community reputation. The annual Easts Rugby Ladies Day is a highlight on the local sporting calendar, traditionally drawing strong crowds, especially in previous years on fixtures against Sydney University. In 2025, the club aimed to replicate this success with a different fixture, seeking to both increase gate ticket sales and broaden revenue streams.

The problem: 

In recent years, Easts Rugby relied heavily on the Sydney University game to guarantee high attendance and revenue. This strategy limited the club’s ability to maximise returns across the entire season. The challenge for 2025 was to:

• Achieve a target attendance of 2,000.

• Demonstrate the ability to attract a large crowd and generate significant revenue outside the “guaranteed” Sydney Uni fixture.

This approach was considered risky, as it tested the club’s brand strength and event marketing capabilities beyond its most popular fixture.

Strategic approach:

1. Fixture selection and event concept

The club selected a different home game, Manly vs Easts and built the event around the proven “Ladies Day” concept, known to draw a vibrant, social crowd. The day included:

• A marquee ticketed event aimed at young social attendees.

• General admission for rugby enthusiasts and families.

• A special clubroom lunch supporting the Royal Breast Foundation, linked to the Royal Hospital for Women and closely connected to the Easts community.

2. Promotion channels & social media

The event was supported by a comprehensive, multichannel promotional campaign designed to drive awareness, engagement, and ticket sales. Promotion included:

• Updates via the Easts Rugby website and regular email newsletters

• A targeted social media campaign across Facebook, Instagram, and TikTok

• Paid and in-kind media, including radio, out-of-home placements, and sponsor partnerships

• In-club promotions and member communications

A key element of this year's strategy was a shift toward long-term brand building through social media. This included the launch of user-generated content (UGC) campaigns in collaboration with local partners such as StretchLab Double Bay and fellr, as well as the strategic use of micro-influencers to extend reach and authenticity. This approach not only boosted current engagement but also laid the foundation for sustained growth and campaign performance into next year.

Results:

The campaign successfully attracted over 2,000 attendees, reinforcing Easts Rugby’s ability to draw strong crowds beyond the marquee Sydney Uni fixture. Social performance highlights include:

• Facebook video views increased by 318%; Instagram views by 191%

• Facebook reach rose by 111%; Instagram reach by 123%

• Social link clicks to ticketing page saw a dramatic increase of 1083%

• Social follower growth of 14% on Facebook and 17% on Instagram compared to the previous Ladies Day

This data reflects not only effective short-term event promotion but also the beginning of a more strategic, content-led approach to audience engagement. Another key success factor was the collaboration with influencer Miss Double Bay. With close to 70K followers, this partnership played a significant role in driving ticket sales.

The event further cemented the club’s reputation as a vibrant community hub, featuring live music, pop-up activations, giveaways, and entertainment for all ages. Supporting the Royal Breast Foundation added a philanthropic element, attracting community-minded guests and aligning with the club’s values.

Despite persistent rain in the week leading up to the event, typically a deterrent for ticket sales, the team’s adaptability and proactive planning ensured the event’s success. Hosting Ladies Day early in the season also gave Easts Rugby an opportunity to showcase its unique game day experience and encourage repeat attendance throughout the year.

Key Learnings:

Diversification works: By moving beyond the “safe” fixture, Easts Rugby proved it can attract large crowds through creative event planning, socials and targeted marketing.

Community focus drives engagement: Offering diverse experiences, catering to young socials, members, and families and supporting a charity broadened appeal.

Multi-channel promotion is essential: Coordinated digital, social, and community outreach underpinned the event’s success.

By incorporating innovation and a community-first approach, Easts Rugby not only met its attendance target and increased revenue but also reinforced its reputation as a leading community club in Sydney’s Eastern Suburbs. This case study highlights the power of strategic marketing and genuine engagement to drive impactful outcomes.

Would you like to learn more about Easts Ladies Day or discuss how your organisation can implement similar strategies? Let’s connect.