What EngageRM does

EngageRM is an Australian-headquartered vertical SaaS company that builds a unified CRM, business automation, and data analytics platform purpose-built for the sports and entertainment industry. The platform is delivered natively on Microsoft Dynamics 365 and Microsoft Dataverse, with over 32 purpose-built applications covering ticketing, membership, fan engagement, partnerships, suites, hospitality, events, marketing automation, and analytics. It serves professional sports teams across the NBA, NFL, AFL, NBL, and MLS, as well as leagues, venues and arenas, federations, and college athletic programs, with named customers including the LA Clippers, Chicago Bears, Miami Heat, Collingwood FC, Carlton FC, Adelaide FC, Sydney Swans, Melbourne Cricket Club, Portland Timbers, and Netball Queensland. The company has grown to over 40 employees with regional headquarters in Melbourne (global HQ), Los Angeles (North America), and Manchester (EMEA), supported by dedicated regional VP Sales for APAC, EMEA, and North America. Microsoft recognizes EngageRM as its #1 global ISV partner in sports and entertainment, and in March 2026 it became the only sports technology company globally enrolled in the Microsoft FastTrack Portfolio Partner program.

EngageRM monetizes primarily through quote-based annual SaaS subscriptions that bundle CRM, business automation, and data analytics into a single platform license, supplemented by professional services for implementation, configuration, and training. Distribution combines direct enterprise field sales, a channel partner program for resellers and consultants, and Microsoft co-sell motions. AI capabilities including Conversational Intelligence, predictive lead scoring, Customer Data Platform, and Power Virtual Agent chatbots are embedded as features on top of Microsoft's AI stack rather than developed in-house. The company has expanded into adjacent verticals through the CouncilRM sub-brand, which delivers a Kinder (childcare) booking and case management solution for local government.

Name

EngageRM

Legal name

EngageRM

Website

https://engagerm.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

EngageRM is an Australian vertical-SaaS company that builds a CRM, business automation, and data analytics platform on Microsoft Dynamics 365 specifically for sports and entertainment organizations, serving professional teams, leagues, venues, and federations globally.

Ownership category

akta.pro rank

Product category

Sports CRM Software

NAICS

Software Publishers (513210), Software Publishers (5132), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)

akta.pro secondary industries

CRM Implementation & Customization Services (BPAEAGAC), Managed Application Platforms (App PaaS & Runtime Services) (HDABAAAD)

Keywords

• Sports CRM platform
• Fan engagement software
• Ticketing management
• Partnership management
• Customer data platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Platform License: EngageRM operates as a SaaS platform delivered on Microsoft Dynamics 365. Customers pay a subscription for access to the platform with all features included. Pricing is quote-based and customized based on organization size and requirements.
2. Implementation & Consulting Services: Professional services for platform implementation, configuration, data migration, and training. Provided both directly and through channel partners.
3. Channel Partner Program: Service delivery and consulting partners can implement and support EngageRM, generating recurring revenue through implementation fees and ongoing service contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

EngageRM builds and sells a unified CRM and business automation platform built natively on Microsoft Dynamics 365, purpose-built for sports and entertainment organizations. The platform comprises the core EngageRM Platform plus 32+ dedicated applications covering ticketing, fan engagement, partnerships, suites and premium hospitality, events, sales, and analytics, all running on Microsoft Dataverse with native integration across Azure, Teams, Office, Power Platform, and Microsoft AI. A separate sub-brand, CouncilRM, extends the same platform to local government for childcare booking and case management.

Product overview

EngageRM is a unified, all-in-one CRM platform built natively on Microsoft Dynamics 365 specifically for sports and entertainment organizations. The platform comprises the EngageRM Core Platform as the foundational system, enhanced by over 32 purpose-built applications including Ticketing Solutions, Sales Solutions, Fan Engagement Solutions, Events Solutions, Suites & Premium Seats Solutions, Partnerships & Sponsorship Solutions, Hospitality Solutions, and Membership Management. Industry-specific solutions include Sports Teams, Leagues, Venues & Arenas, Federations, and College Sports. AI-powered modules include Artificial Intelligence, Sales Insights, Customer Insights (CDP), and Conversational Intelligence. Technology modules include Blockchain for Digital Identity and Microsoft Stack & D365 Integration. The platform also extends to local government with the CouncilRM sub-brand for Kinder booking and case management. All components share a centralized database on Microsoft Dataverse with native integration to the full Microsoft ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• CouncilRM: Kinder Booking and Case Management Solution for local government - a purpose-built solution for managing childcare bookings and related processes.

Products and services

• EngageRM Platform Unified CRM and business automation platform built natively on Microsoft Dynamics 365 and Microsoft Dataverse for sports and entertainment organizations. Provides end-to-end management of ticket inventory, fan engagement, corporate partnerships, hospitality, events, memberships, and analytics with over 32 purpose-built applications.
• Ticketing Solutions End-to-end ticket inventory management for sports organizations with integration to leading ticketing vendors globally. Covers season tickets, memberships, allocations, fulfilment, attendance tracking, ticket splits, transfers, and customized ticketing for non-manifested events.
• Sales Solutions Comprehensive sales management for partnership and ticket sales teams. Includes customizable sales scripts, Conversational Intelligence integration, lead allocation automation, commission calculation, and approval workflows for sports organizations.
• Fan Engagement Solutions Deep fan relationship building using data analytics, marketing automation, and AI. Integrates with Microsoft Customer Data Platform for customer journey mapping, behavioural insights, and personalized communication across multiple touchpoints for sports organizations.
• Events Solutions Complete event planning, management, and delivery with check-in apps, guest list management, RSVP processing, payment integration, and hospitality portal functionality. Integrates with Perfect Table Plan for guest allocation.
• Suites & Premium Seats Solutions Comprehensive suite and premium seat management including lead management, ticket distribution, catering orders, charge card reconciliation, asset management, and real-time attendance notifications for VIP customer engagement in sports venues.
• Partnerships & Sponsorship Solutions Full partnership lifecycle management from lead through delivery and reporting. Includes digital asset management for field of play signage, TV advertising, and in-suite media. Features automated approval processes and pipeline forecasting.
• Hospitality Solutions Corporate hospitality management with customized client portals for ticket management, catering orders, feedback, and event organization. Includes RSVP processing, approval workflows, and automated follow-up with customisable surveys.
• Sports Teams Solution Unified platform for professional sports teams to manage ticketing, partnerships, fan engagement, and community programs. Provides 365-day fan engagement, automation for efficiency, and comprehensive sales management.
• Leagues Solution League-wide data aggregation, benchmarking, and analytics across all teams. Manages centralized assets, delivers league-wide community programs, volunteer management, grants, and membership with 15+ out-of-the-box dashboards.
• Venues & Arenas Solution Connected business intelligence for venue operations including content delivery, hospitality, event management, ticketing, and detailed analytics. Manages premium inventory, suites, digital assets, and integrates with Cisco Stadium Vision.
• Federations Solution

Quantifiable outcome

• Over 20 interactive sport-specific reports available out-of-the-box for real-time decision making
• +3 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability8 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• MicrosoftcoreTechnology or Integration · 17 March 2026EngageRM is enrolled in Microsoft's FastTrack Portfolio Partner program as the only sports technology company globally. This partnership provides access to Microsoft FastTrack Solution Architects, architectural guidance, tooling, and participation in roadmap discussions across Dynamics 365, Power Platform, and Microsoft Copilot Studio. EngageRM embeds Microsoft's Success by Design principles across its implementation portfolio.
• MicrosoftcoreTechnology or IntegrationAs a Microsoft ISV (Independent Software Vendor), EngageRM leverages Microsoft's Dataverse, AI, machine learning, blockchain, and other next-gen technologies. The company is the #1 Microsoft ISV in Sports & Entertainment globally and was one of only 5 partners globally in the ISV Top-Tier Co-Sell program since 2019.
• Microsoft TeamscoreTechnology or IntegrationDeep integration with Microsoft Teams for collaboration, communication, and workflow automation. Online fulfillment collaboration using Teams for partner and agency communication.
• Microsoft Power PlatformcoreTechnology or IntegrationDeep integration with Microsoft Power Platform including Power BI dashboards, Power Automate workflows, and Power Virtual Agent chatbots.
• Microsoft AzurecoreTechnology or IntegrationCloud infrastructure powered by Microsoft Azure providing security, compliance (GDPR), and blockchain capabilities for digital identity.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• GreenSlate: GreenSlate provides sports business management and venue SaaS solutions (accounting, payroll, CRM-adjacent workflows) for sports and entertainment organizations, competing with parts of EngageRM's suite and premium services modules.
• KORE Software: KORE Software is a CRM, ticketing, and fan engagement platform purpose-built for sports and entertainment organizations — directly competing with EngageRM across ticketing, membership, sponsorship, and fan data use cases for teams, leagues, and venues.
• Satisfi Labs: Satisfi Labs provides AI-driven conversational and fan engagement solutions to sports, entertainment, and retail clients. It overlaps directly with EngageRM's Conversational Intelligence and fan engagement modules and competes for the same sports organization AI budgets.
• YinzCam: YinzCam builds mobile and in-venue fan engagement applications for professional sports teams and leagues, overlapping with EngageRM's mobile check-in, fan engagement, and venue-facing experiences.

Broad incumbents

• Salesforce: Salesforce is the dominant horizontal CRM platform and a frequent alternative buyer path for sports organizations evaluating CRM. Its vertical accelerators, AppExchange ecosystem, and Einstein AI compete head-on with EngageRM for enterprise CRM budget in sports and entertainment.
• Stats Perform: Stats Perform is a major sports data and AI company serving leagues, media, and betting clients. It competes with EngageRM's analytics and customer insights layers in sports organizations and operates from a far larger data and broadcast position.
• Deltatre: Deltatre is a large, established sports digital services company providing fan engagement, content, and OTT platforms to major leagues and broadcasters — a broader incumbent that overlaps with EngageRM in venue and league-level digital experiences.
• Genius Sports: Genius Sports is a large sports data, technology, and media company serving leagues, sportsbooks, and broadcasters. It overlaps with EngageRM at the league and data-monetization layer and competes for similar enterprise relationships.

Emerging players

• Catapult Sports: Catapult provides athlete performance and sports analytics hardware/software primarily to elite teams. While its focus is on-field performance rather than commercial CRM, it increasingly intersects with EngageRM's team-level analytics and engagement workflows.
• Venuetize: Venuetize is a venue and stadium engagement platform offering mobile apps, ordering, and loyalty tools — directly comparable to EngageRM's Venues & Arenas and hospitality modules for in-venue digital experience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Engage_RM

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EngageRM