Fremantle Dockers

What Fremantle Dockers does

Fremantle Dockers (legally Fremantle Football Club Limited, ACN 066 055 249) is a member-owned professional Australian rules football club incorporated in Western Australia and competing in the AFL since 1995. The club fields both men's (AFL) and women's (AFLW) teams, playing AFL home games at Optus Stadium (capacity ~60,000) in Perth and AFLW home games at Fremantle Oval, and serves a Western Australian fan base organized as the 'Purple Army.' Core products and services span the AFL and AFLW teams, the Fremantle Dockers Official App (iOS/Android), a digital membership program with multi-tier packages and the Freo Advantage installment payment plan, a Digital Ticketing System integrated with Ticketmaster featuring rotating barcodes and NFC Apple/Google Wallet entry, and The Dock official team store (physical at Cockburn Central plus BigCommerce-powered e-commerce).

The business operates four primary revenue streams: membership subscriptions (recurring season and partial-season packages with member benefits), match-day ticket sales (transacted via Ticketmaster), merchandise sales (The Dock), and corporate sponsorship. Sponsorship is anchored by tier-one partners Woodside Energy and Bankwest and a proud-partner ecosystem of DP World, Pirate Life, McDonald's, RAC, Kleenheat, Telstra, and Ticketmaster. Supporting the commercial core is a community and youth-development layer comprising the Next Generation Academy (supported by Woodside), the Purple Hands Foundation charitable arm, Junior Draft Days, and regional outreach including the Woodside Energy Community 9s program in Karratha.

Operationally, the club is led by CEO Simon Garlick, Senior Coach Justin Longmuir, AFLW Senior Coach Lisa Webb, EGM Football Joe Brierty, and captains Alex Pearce (AFL) and Ange Stannett (AFLW), with 101-250 employees. Distribution is hybrid: own digital channels (app, website, membership portal, team store), third-party ticketing (Ticketmaster), physical retail (The Dock), and direct membership sales via MyFreo accounts. Fremantle does not currently operate a public or partner-facing API and has no disclosed AI/ML capabilities; digital investments through 2026 center on NFC and rotating-barcode ticketing rather than intelligence layers.

Name

Fremantle Dockers

Legal name

Fremantle Football Club Limited

Website

https://fremantlefc.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Fremantle Dockers is a member-owned professional AFL and AFLW club based in Perth, Western Australia, serving the Purple Army fan base through match-day ticketing, tiered memberships, merchandise sales, and corporate sponsorship anchored by Woodside Energy and Bankwest.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Full season, partial season, and game pass memberships providing guaranteed stadium seating and member benefits including discounts at The Dock team store
2. Ticket Sales: Match day ticket sales through Ticketmaster platform for AFL and AFLW home games at Optus Stadium and Fremantle Oval
3. Merchandise Sales: Official team store ('The Dock') selling apparel, accessories, and memorabilia through e-commerce and physical retail location
4. Corporate Sponsorship: Major partners (Woodside Energy, Bankwest) and proud partners (DP World, Pirate Life, McDonald's, RAC) provide sponsorship revenue in exchange for branding visibility

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Fremantle Dockers operates men's (AFL) and women's (AFLW) Australian rules football teams competing in the national competition. The club sells match-day tickets, tiered season memberships, branded merchandise through The Dock team store, and corporate sponsorship packages, supported by an official mobile app and digital ticketing platform.

Product overview

Fremantle Dockers operates as a professional Australian Football League club with two football teams (AFL and AFLW), supported by an integrated digital ecosystem. The core product portfolio includes the official mobile app, digital membership and ticketing systems, the official team store (The Dock), and various community programs. The digital membership system offers tiered packages with payment flexibility through Freo Advantage, digital ticketing via Ticketmaster with Apple/Google Wallet integration, and the Freo Faithful milestone recognition program. The Next Generation Academy and Purple Hands Foundation extend the club's reach into youth development and community engagement. Media content is delivered through podcasts like 'Better Down Back' and extensive video coverage of matches and player content.

Differentiator

Problem solved

Functional benefit

Products and services

• Fremantle Dockers Official App The official mobile application for iOS and Android providing news, video content, match day tickets, membership information, fixtures, and ladder updates for Fremantle Dockers fans.
• The Dock - Official Team Store The official Fremantle Dockers merchandise store offering apparel, accessories, guernseys, and branded products for men, women, and kids, operated through BigCommerce e-commerce platform with physical retail at Cockburn Central.
• Membership Packages Various membership tiers including Full Season Reserved Seat, Season Pass, 3 Game Pass, Half Season packages, AFLW memberships, interstate and away game packages with priority finals access and member benefits.
• Digital Ticketing System Digital ticket management through Ticketmaster integration with rotating barcodes and Apple Wallet/Google Wallet NFC support for contactless entry at Optus Stadium gates.
• AFL Team Fremantle's men's Australian rules football team competing in the AFL, featuring players including captain Alex Pearce, Caleb Serong, Luke Jackson, and Andrew Brayshaw.
• AFLW Team Fremantle's women's Australian rules football team competing in the AFLW, with players including captain Ange Stannett, Kiara Bowers, Emma O'Driscoll, and Aisling McCarthy.
• Match Day Hub Comprehensive match day information service providing venue details, transport, food and beverage options, family activities, Purple Playground activations, and ticketing for home games at Optus Stadium.
• Freo Faithful Program Milestone membership recognition program rewarding long-term Fremantle Dockers members with special acknowledgment at games and milestone packs.
• Freo Advantage Payment Plan Flexible payment option allowing members to spread membership costs over 6 or 10 installments, or pay upfront annually, with automatic renewal at season end.
• Member Pack Program Annual member pack offering a choice between a classic pack (scarf, lapel pin, stickers) or a $40 voucher to use at The Dock team store.
• Next Generation Academy Youth development pathway program supported by Woodside Energy, providing opportunities for male and female players aged 11-18 across metro and regional WAFL zones.
• Purple Hands Foundation Fremantle's charitable foundation supporting community initiatives and programs throughout Western Australia.
• Freo Podcasts and Video Content Video and podcast content including 'Better Down Back' club podcast, match highlights, player interviews, injury updates, and fan engagement content.
• Match Day Ticket Sales Match day ticket sales for AFL and AFLW home games at Optus Stadium and Fremantle Oval through the Ticketmaster platform, starting from $39 for adults.

Quantifiable outcome

• 14 consecutive wins in 2026 season, extending winning record against Gold Coast Suns
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• DP WorldminorChannel Partner/ Reseller/ DistributorProud partner of Fremantle Football Club, part of the club's partner ecosystem.
• Pirate LifeminorChannel Partner/ Reseller/ DistributorProud partner of Fremantle Football Club, providing beverage sponsorship.
• RACminorChannel Partner/ Reseller/ DistributorProud partner of Fremantle Football Club, supporting AFLW RAC Derby events.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial ticketing partner for AFL and AFLW match tickets. Provides digital ticketing platform with rotating barcodes and Apple/Google Wallet integration.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brisbane Lions: Non-Victorian AFL club with both AFL and AFLW teams and a strong community / regional membership base — directly comparable to Fremantle as a non-VIC market club with similar growth trajectory and sponsorship profile.
• Sydney Swans: AFL/AFLW club with a strong non-Victorian commercial footprint (Sydney market). Relevant comp for Fremantle's strategic ambition to expand brand reach outside its home state.
• Richmond Football Club: Victorian AFL club with comparable membership subscription, ticketing, and merchandise operations. Recently emerged from a sustained premiership window, making it a relevant comp for post-dynasty revenue and membership economics.
• Melbourne Football Club (Demons): Victorian AFL/AFLW member-owned club at the Melbourne Cricket Ground. Comparable in scale of membership, AFLW strategy, and player development pathway (Luke Jackson development is referenced in shared context).
• Essendon Football Club: Large AFL/AFLW member-owned club with a comparable mix of membership subscriptions, corporate hospitality, retail merchandise, and community foundation — useful for benchmarking commercial scale and digital fan engagement.
• Geelong Cats: AFL/AFLW member-owned regional-Victorian club with strong community engagement and academy programs. Comparable operating model and a useful benchmark for non-metro AFL economics.
• Collingwood Football Club: One of Australia's largest AFL clubs by membership and revenue. Comparable in operating model — AFL and AFLW teams, member-owned, sponsorship-led revenue stack, digital ticketing, retail store — and a useful benchmark for member economics and brand scale.
• Hawthorn Football Club: Established AFL/AFLW member-owned club. Directly comparable on membership tiers, hospitality offerings, digital ticketing, and sponsorship categories — useful comp for commercial diversification outside WA.
• Adelaide Crows: South Australian AFL/AFLW member-owned club with comparable single-market concentration, Next Generation-style academy programs, and shared northern-stadium reliance — a structural twin to Fremantle.
• West Coast Eagles: The other Perth-based AFL club and Fremantle's direct local rival (RAC/Western Derby). Comparable business model — member-owned, AFL/AFLW teams, Optus Stadium tenancy, similar membership and sponsorship revenue mix — making it the closest 1:1 peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/freodockers
• YouTubeyoutube.com/user/DockerTV
• Facebookfacebook.com/freodockers
• Instagraminstagram.com/freodockers

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Fremantle Dockers