Australian AFL club launches long-term strategy to build stronger connections with Indian communities in Australia and abroad
Richmond Football Club has appointed sports marketing executive Ravi Krishnan to lead a new initiative aimed at building stronger relationships with Indian fans in Australia, India and the wider global diaspora.
The Australian Football League (AFL) club, known as the Tigers, said the appointment reflects its commitment to understanding one of Australia’s fastest-growing communities and developing lasting connections beyond the sport.
Krishnan will work with Richmond on a research and discovery programme examining how Australian Indians engage with sport and popular culture. The initiative will explore how sporting loyalties develop across generations and what helps clubs build trust and long-term support among diverse communities.
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The programme will involve students, young professionals, families, community organisations and grassroots sports participants
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Its findings are expected to inform Richmond’s approach to memberships, match-day experiences, community engagement, partnerships and commercial growth
The project is being delivered through an Australia–India collaboration, with Krishnan’s Mumbai office, led by Shivam Srivastava, working alongside the Australian team.
Simon Matthews, chief operating officer at Richmond Football Club, said the Indian community represented a significant opportunity for the club’s future.
“We want Richmond to become the club Indians genuinely feel connected to,” Matthews said, adding that the club wanted to listen, understand and build trust before making decisions.
Krishnan brings more than 30 years of experience across sports, entertainment and marketing in Australia, India, the UK and other international markets. He previously led IMG’s expansion across India and South Asia and played a role in establishing the Rajasthan Royals during the inaugural Indian Premier League season.
A former lawyer who grew up in Melbourne, Krishnan said his connection with Richmond began at the age of five. He believes individual clubs, rather than leagues alone, will determine where fans develop their loyalties.
The initiative marks a structured effort by Richmond to understand Indian audiences before developing its engagement strategy, with the broader goal of creating sustained relationships and strengthening the club’s commercial reach.
