The Wests Tigers Digital Content Team has been acknowledged for their own rebuild – one that aligns with what supporters are seeing from their beloved NRL side – executing an authentic and engaging content strategy that has resonated with fans of the orange, white and black.
It’s been an almost 18-month journey for the Club’s Digital Content Team, as they embarked on a complete transformation of the way in which the Wests Tigers engaged with its fans on one of its most powerful channels.
This significant body of work – and its resounding impact – were praised by Sarah Wymer, Senior Lecturer at Auckland University of Technology with more than 20 years industry experience, specialising in the areas of sports marketing, digital media and fan engagement.
“What’s happening on the Wests Tigers Instagram right now is a case study in digital brand transformation. It’s not just a visual glow-up; it’s a strategic shift that reflects, supports, and accelerates a broader club rebuild,” Wymer said in a detailed breakdown on the Wests Tigers Instagram via her LinkedIn.
“The digital uplift isn’t secondary to the on-field strategy (almost a year into their three-year plan), it’s moving in parallel. The shift is obvious if you compare 2024 to 2025 content. But more importantly, it tells us something bigger about how clubs should think about digital during rebuilds, not after.”
Wymer identified the Club’s narrative-first approach, the shift in the admin’s ‘voice’ and the connection between content output and on-field development as key tactics in the success of the Wests Tigers digital transformation.
Wests Tigers Head of Digital, Mia Iorfino said the acknowledgement from Wymer was credit to the tireless approach from the wider Digital Content Team to make this transformation a reality.
“This has been a big project for our small, but mighty team and one that’s given us so much joy to bring to life,” Iorfino said.
“Just like our fans, we love this club and feel privileged to play a role in sharing the story of this team and the individuals that live within it.”
Iorfino said the digital transformation strategy was focused on breaking the barrier between the fan and the Club.
Our channels are the voice of the Club, and we wanted to ensure that voice was authentic and representative of who we are and the direction we’re headed.
Mia Iorfino Wests Tigers Head of Digital
“An integral part of our philosophy was humanising our players, showcasing them both on and off the field to give fans insight into the person behind the player.
“We achieved this through our approach to storytelling, being purposeful in the narrative we build around individual players and providing fans with behind-the-scenes content. This brings supporters closer to the action and we’ve seen our engagement increase when the content resonates.
“We’ve come a long way, but it still feels like just the beginning, we’re excited about what’s ahead across all of our content channels,” Iorfino concluded.
