RefConnect is growing with a two-sided strategy that connects referees and teams.

Home Inspiration RefConnect is growing with a two-sided strategy that brings referees and teams together.

We developed the complete digital marketing and social-first strategy for RefConnect, an innovative platform that connects referees and teams safely and fairly.

The app itself was built by our colleagues from 2DIGITS, the digital transformation agency within the SB Group. Together, we form a single, integrated team that works from strategy to execution on solutions that truly make an impact.

RefConnect was founded on a pressing social issue: the lack of safety and trust on Dutch sports fields. The platform ensures that refereeing feels like the sport it's meant to be: safe, enjoyable, and hassle-free. You can manage scheduling, payment, appointments, and social safety all in one place.

Growing pressure on referees

The challenge

– More than half of amateur referees experience aggression or intimidation annually. – Incidents rose by 11% in 2023/2024. – Beginners, young people, and women, in particular, face additional barriers. – 10% are considering quitting, resulting in match cancellations. At the same time, there's no place where referees and teams can connect safely, transparently, and equally. How can we use digital marketing to create a movement that restores trust in refereeing and triggers a massive influx of referees?

Solution

Together with RefConnect, we developed a social-first approach that combines digital marketing, growth, and advertising under one hopeful message:
With RefConnect you whistle with ease, confidence and pleasure.

1. Social-first recruitment

We focused on amateur referees, teams, and sports clubs in hockey and soccer. With short videos, relatable situations, and clear explanations on TikTok, Instagram, Meta, and LinkedIn, we built trust and lowered the barrier to entry.

2. Positive, motivational communication

Rather than focusing on incidents, we focus on what RefConnect makes possible: clear agreements, secure payments, transparency, and direct matches between teams and officials. This way, we set a constructive tone that encourages action.

3. Smart targeting and phased growth

With a three-phase approach—pre-launch, launch, and regional rollout—we simultaneously grew supply and demand. This led to a healthy, self-reinforcing community.

4. Seamless transition to the platform

By working closely with 2DIGITS, the campaigns, landing pages, and onboarding were perfectly aligned with the app. This minimized friction and maximized the influx of new users.

The results

The combination of social-first marketing and a user-friendly platform delivered impressive results in a short time.

In the first 30 days:

100+ refereed matches via RefConnect
strong growth in new referees, from beginners to experienced officials
a strikingly large influx of young people and women
hundreds of successful matches between teams and referees
fast-growing community in multiple regions

RefConnect proves that digital marketing can do more than create visibility, it can actually make sport safer and more inclusive.
The platform lowers entry barriers, protects referees, supports clubs and strengthens sportsmanship on and around the field.

Every day, RefConnect contributes to a fairer, safer and future-proof sports climate in the Netherlands.