Melbourne-based ECAL pioneered calendar marketing, and is now partnering with 400+ global sports and entertainment brands to reach 25 million engaged users worldwide.
ECAL is the world’s leading calendar marketing solution. Based in Melbourne, the company has built a global business that now works with over 400 major sports and entertainment brands, servicing more than 25 million users.
The platform
ECAL is a highly sophisticated platform that delivers smart, dynamic event content directly into users' personal digital calendars. This includes popular and community sporting fixtures, ticket on-sale dates, broadcast and streaming programs, event itineraries, merchandise offers, and retail drops, through to more corporate use cases like payment reminders and even bin collection reminders for council residents, all delivered in real time. The solution is multilingual, geo-aware, and integrates seamlessly with all major calendar programs.
What sets ECAL apart is that it doesn't simply remind people of an event. It provides personalised content, actionable links, and targeted promotions at exactly the right time, in the right place, with the right action. For clients, it is a powerful engagement, commerce, and data insights tool. For users, it becomes an essential part of their daily life.
Why MENA?
ECAL sees MENA as a strategic growth market where its technology can help leading organisations connect with fans and communities in smarter, more effective ways.
MENA is one of the most exciting regions in the world for sports and entertainment. There has been extraordinary investment in infrastructure, leagues, and live experiences, with a clear vision to become a global hub for sport, culture, and entertainment. The region has a young, digitally engaged population who are mobile-first and hungry for world-class experiences.
Tailoring technology for local markets
ECAL's approach in MENA is to align with the region's most ambitious organisations, from major sports federations to clubs and venues. The company has invested in tailoring its platform to the needs of the market, including language auto-detection, geo-location services, and the ability to localise ticketing and broadcast details.
ECAL is also working closely with local partners and engaging with key stakeholders through trade missions facilitated by Global Victoria and follow-on market visits. The goal is not only to introduce the technology but to build long-term relationships based on trust and shared success.
The Global Victoria partnership
ECAL engaged with Global Victoria early in its expansion, and their support has been invaluable. They have opened doors to key decision-makers, provided critical insights into local business environments, and played a central role in accelerating ECAL's international growth in competitive markets like MENA. The company has participated in trade missions to the Gulf, UK, France, and Switzerland over recent years.
As a result of the most recent trade mission to the Gulf in November 2024, ECAL was able to introduce its platform to the rapidly growing Saudi Pro League and the wider $20 billion event economy. The company also successfully contracted Coca Cola Arena in Dubai and has built a healthy pipeline of incoming business. With Global Victoria's guidance and in collaboration with local partner XPLERE, ECAL was able to connect with high-level stakeholders and showcase its technology in one of the most dynamic and competitive markets in the region.
Patrick Barrett
CEO, ECAL
"Global Victoria has been truly instrumental in helping ECAL accelerate its international growth. Their support during our expansion into the MENA region has been incredibly well planned and facilitated. Their support is also continuous and their ongoing advice and commitment to collaboration invaluable. I believe the trade mission to the Gulf region has saved us significant time, effort and expense, and even then the probability of success would be nowhere near as high.
I am immensely proud to have been able to establish a business presence in 13 countries around the world, including in the UK, France and Saudi Arabia. This success reflects not only the strength of our technology and proposition, but is also testament to the power of Victorian innovation supported on a global stage."
Expanding the MENA footprint
ECAL will be travelling to MENA again in November this year, visiting key markets including Abu Dhabi, Riyadh, and Doha. Global Victoria is supporting these visits by providing market insights, facilitating introductions to key decision-makers, arranging targeted follow-up meetings, and helping ensure that each meeting is purposeful and productive. Their support gives ECAL the confidence to approach the market with the right information and the right partners to secure business.
Case Study: Saudi Pro League
ECAL's collaboration with the Saudi Pro League stands as a testament to the company's commitment to innovation and global expansion. This partnership has enabled ECAL to introduce its advanced calendar marketing solutions to one of the most dynamic football leagues in the world.
By integrating ECAL's technology, the SPL has enhanced fan engagement through real-time, personalised updates delivered directly to fans' digital calendars. This initiative supports the league's growth objectives and aligns with Saudi Arabia's Vision 2030, aiming to position the SPL among the world's top football leagues.
The integration allows fans to receive timely notifications about their favourite match fixtures, sends ticket alerts to fans local to the games to encourage attendance, delivers local broadcast details to fans globally to drive tune-in, and provides fantasy deadline dates plus scores and highlights to keep fans engaged more often. The solution even uses AI to translate the event content for each user so it appears in their preferred, detected, native language in their calendar. This service covers 248 countries and 49 languages, including Arabic.
The partnership with the SPL exemplifies ECAL's ability to adapt and thrive in diverse markets, delivering value through technology that bridges the gap between sports organisations and their audiences. It demonstrates how ECAL helps clients communicate events better and deliver on their growth, engagement, and personalisation goals, while underscoring the company's role in transforming fan engagement in the MENA region and beyond.
Navigating export challenges
Like any exporter, ECAL faces challenges around cultural differences, regulatory environments, and building trust in new regions. The company's experience has taught it to be patient, adaptable, and respectful of local business practices. Success comes from listening first, investing in relationships, and demonstrating a commitment to the long term.
Advice for exporters
ECAL offers three key lessons for exporters.
First, invest time in understanding the market at a granular level. Success comes from truly knowing the local culture, business practices, and audience expectations before entering a new market.
Second, prioritise building strong, trusted relationships. Technology and products are important, but the connections cultivated with local partners, stakeholders, and decision-makers are what sustain long-term growth.
Finally, embrace adaptability and resilience. Exporting is rarely linear, and each market presents its own unique set of challenges. The ability to listen, learn, and adjust your approach while staying committed to your vision is what differentiates successful exporters.