How social media has helped build Auckland FC’s fan frenzy
• June 4, 2025
The Port have had a successful first season supporting their new Auckland football club, as Auckland FC have won the league’s Premiers Plate trophy. Photo: Julian Voo (SUPPLIED)
Auckland FC’s opening campaign in the A-League has taken the country by storm, breaking attendance records and drawing in fans from all parts of the football community.
The regular season Premier Plate winners have been knocked out of the competition at the semi-final stage and will have to settle with a 1st place regular season finish.
The hype around Auckland FC is best reflected in their supporters’ group The Port, which members say was built on social media.
The Port has 8300 Instagram followers and 3000 members on its Facebook group.
Information about train times, matchday marches, and away game watch-alongs make up most of their posts.
Auckland FC supporters' group, The Port, walk down the Go Media (Mount Smart) Stadium stairs preparing for the game against Perth Glory. Photo: Julian Voo (SUPPLIED)
One of the Port’s founding members, Jonno Ross, says its social media presence has enhanced Auckland FC’s debut season.
“Social media is absolutely massive for The Port. We just kept posting and posting and people just kept flooding in.
“Without social media, people wouldn’t know about anything, The Port wouldn’t really exist or wouldn’t be as big,” Ross says.
Freelance photographer for The Port, Julian Voo, says social media is pivotal in Auckland FC’s fandom off the field for young football fans.
“Social media is key, especially for a new club. It’s the best way to reach people and get younger fans on board.
“Everyone’s online, and photos and videos are how you grab attention. It’s the easiest way to grow and get noticed,” says Voo.
Dominic Johnson, one of The Port’s videographers, says that capturing the first season from the stands was vitally important for the group's growth.
“I think it’s important to showcase The Port on social media through photos and videos — you’re documenting the special moments for the people who are there.
“That not only strengthens the community around it but also has that word-of-mouth marketing aspect where their friends want to go too.”
Johnson has spent most of the season on the sidelines at Go Media (Mount Smart) Stadium and is proud of the team’s social media output.
“It’s been special, and I've been lucky enough to capture some special moments for some very special people within the Port and tell their story.
“Whether it's a dad kissing his son on the forehead as they share that moment, being able to showcase that and really emulate the emotion behind the people inside The Port is incredibly special to me.”
