Reigniting chemistry for the NRL’s most passionate fans

Newcastle Knights
Sacred Ground
Brand Design

Things weren’t always so rosy for the Newcastle Knights. Not so long ago, they were coming off the back of two consecutive wooden spoons and fan morale was at an all-time low. To reignite chemistry for fans and drive memberships for the new season, we turned to the one thing fans would always be proud of: their home ground. Over the last 30 years, every part of the field had witnessed incredible moments that shaped the club’s history. For Knights fans, it’s sacred ground.

To launch the membership drive, we gave fans the chance to get behind the team like never before, by offering them their very own patch of hallowed turf at the Knights home stadium.

Through an immersive online platform, we divided the playing field into 30,000 pieces of virtual turf, and gave fans the chance to own a patch of history, as well as discover and relive the history the ground. All this was shareable, along with the title deed they received from the Knights CEO.

By connecting with fans in an entirely new way, we helped sell over 13,000 pre-season memberships, the most in the Knights’ 30-year history.

We acknowledge the Traditional Custodians of the lands where we work and live. We celebrate the diversity of Aboriginal peoples and their ongoing cultures and connections to the lands and waters of NSW and QLD. We pay our respects to Elders past, present and emerging, and acknowledge the Aboriginal and Torres Strait Islander people who contributed to the development of this website. We advise this website may contain images, voices or names of deceased persons in photographs, film, audio recordings or historical content.