Queensland Rugby League has taken the online Maroons Shop in-house for the first time ever.
QRL, a non-profit organisation, will now run the e-commerce business to help sustain the organisation into the future.
The all-new Maroons Shop has launched, providing fans with access to the latest Queensland Maroons fan gear and merchandise.
QRL chief operating officer Rohan Sawyer said, as well as being a "one-stop shop for Maroons fans", the online store was an important commercial product to help bring non-traditional revenue to the game.
"The reason we've brought it in-house is to create an owned asset that will help us grow our data into the future to help deliver more timely and customised products, but also information to our members and our fans,” Sawyer said.
The e-commerce platform is currently in phase one, with future development planned to continually improve the user experience, add to the product offering and integrate further into existing programs including the Maroon Membership business.
"This will ultimately create a better experience for our fans when they're looking to shop, but also be able to hear from us with information about the team," Sawyer said.
Sawyer said "from a revenue perspective, we think we can actually drive greater revenue than the shop has previously when it was external".
"Because we are the go-to - we are a publisher, people come to us as a source of information - we're able to engage with more people, more often and actually give them what they want,” Sawyer said.
"Like anything in the consumer world, if you deliver people a timely message that is relevant, you're more likely to have a conversion."
The new 2020 off-field range, celebrating 40 years of State of Origin, is available now and the new 2020 Queensland Maroons jersey will launch early next year.
QRL senior brand and marketing manager Jessica Walker said Maroon Members would receive a 10 per cent discount across the site, plus any fans who were keen to access this discount could purchase a membership on Maroons Shop from just $15.
"E-Gift cards are also available to purchase on the site and a great last minute gift idea in the lead up to Christmas," Walker said.
The last order date for guaranteed pre-Christmas delivery to metro areas is December 12.
New apparel and special themed jerseys will launch throughout the year and will be available exclusively through the Maroons Shop.