Recent UK research suggests that data will now have a more important role in fan engagement than ever before. Sports clubs are now re-evaluating how to future-proof their strategy to attract and retain loyal fans.
According to Cheetah Digital’s report for sports teams and associations, 55 per cent of fans will share psychographic data points like purchase motivations and product feedback with sports brands. Even more, half of all fans surveyed said they desire incentives like coupons, loyalty points, or exclusive access in return for their data.
Cheetah Digital recently partnered with some of the world’s top sports brands and organisations to create and launch an array of campaign experiences with ease. Whether to boost match-day excitement, connect with fans, monetise a global audience, or increase content relevancy to reach a specific demographic; sports organisations are using Cheetah Experiences to create impactful digital experiences that drive results.
Arsenal Football Club and the FA are leveraging a fully-fledged, zero-party data strategy to connect with fans on every digital channel and collect the preference insights and permissions required to drive personalisation initiatives.
Arsenal F.C. uses data to enhance digital engagement. The club built out its omnichannel campaign strategies through various technologies with Cheetah Digital being the main platform. That ensures the communication it sends out is relevant to fans and that it’s communicated on the right platforms at the right times in the right tone.
Adam Rutzler, Senior Campaign and Insight Manager at Arsenal said, “We work with a magic triangle, the power of three – transactional data, a demographic segmentation, persona-led approach, and behavioural data.
“We get a solid understanding of our fans by taking the combination of these three things and hitting the sweet spot in the middle. What are our fans buying, who are they, and how do they engage with our football club – that’s when we really get the power of understanding our fans, what they want from us, and how we can best give that to them.”
The FA has a grand ambition to double its contactable CRM database by 2024. Achieving this will drive direct revenue, boosting sales for the FA directly. It will increase partner revenue, expanding their reach and resonance with partners. And it will also drive participation in the sport at a grassroots level, which is basically the cornerstone of what the FA does.
Paul Brierley, CRM & Membership Lead at the FA said, “Cheetah experiences are helping us to drive an incredibly effective value exchange with fans. The combination of sought-after prizes, relevance, and timing of that prize, and a compelling gamification experience is producing a highly successful channel for fan experience and data growth.”