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Elevating Fan Engagement: The strategic advantage of a dedicated Fan Data Platform

Updated: Sep 19, 2024

Breaking down Manchester United's 2024/25 Fan Engagement Plan.



What if rights holders had the superpower to engage with fans exactly the way they want, turning every casual fan into a loyal supporter? A dream come true for every sports marketer, right?

It might sound too good to be true, but in today’s data-rich world, rights holders have the ability to make data driven fan engagement decisions making that dream of personalising each interaction and converting casual fans into loyal ones a reality.

With the rise of social media, Esports and other online platforms like OTT services, streaming sites, and even Web3, fans have more ways than ever to connect with their favourite teams and players.

This increased connectivity offers a double-edged sword: while there are more opportunities to engage, there’s also the challenge of keeping fans consistently invested. And that’s where a dedicated fan data platform comes into play.

Take Manchester United, for example. In their fan engagement plan for 2024/25, they’ve put fans at the heart of every decision. This emphasis on fans isn’t just about boosting revenue; it’s about building a stronger, more meaningful relationship between the club and its supporters.

At Proem Sports, we help rights holders to achieve their fan engagement goals using an end to end Customer Data Platform (CDP) tailor made for the sports industry. A fan data platform (A CDP for rights holders) is a powerful tool that gives teams the insights they need to elevate fan engagement, build stronger communities, and ultimately achieve their goals.

In this article, we’ll explore how a dedicated fan data platform can be a game-changer for leading sports organisations, helping them to know each fan as if they have only 1.


5 reasons why a dedicated Fan data platform can help rights holders


  1. Understanding Your Fans The first and most crucial benefit of a dedicated fan data platform  is the ability to understand your fans better. In the past, fan engagement strategies were often based on broad assumptions and generalised data. However, with a Fan Data Platform, teams can collect detailed data on fan demographics, interests, and behaviours from multiple touchpoints, including social media interactions, ticket sales, and merchandise purchases. This wealth of data provides a comprehensive view of each fan, enabling teams to segment their fanbase and tailor their marketing strategies accordingly.

    For example, if a team identifies that a significant portion of their fan base is particularly interested in a specific player or type of content, they can create targeted campaigns featuring that player or content to drive engagement. This level of personalisation ensures that fans receive content that resonates with them, fostering a deeper connection with the team.


data on fan engagement

2. Identifying Trends and Patterns

A fan data platform also allows teams and organisations to identify trends and patterns within their fan base. By analysing data such as ticketing, merchandising, digital competition participations, and social media interactions, teams can gain valuable insights into what drives their fans' behaviour. For instance, a Fan data platform can reveal locations of where fans are coming from, the distance they travel, and how frequently they come for live matches. Armed with this knowledge, teams can plan promotions, events, or content releases to capitalise on these trends, maximising their impact.

Additionally, identifying patterns in fan behaviour can help teams anticipate future trends and make proactive decisions. For example, if data shows a growing interest in a particular type of merchandise or experience, the team can invest in expanding those offerings, ensuring they stay ahead of fan expectations.


Analytics of Proem Sports' fan data platform


3. Building a stronger fan community A strong fan community is the backbone of any successful sports organisation. Fans who feel connected to their team and to other fans are more likely to remain loyal and engaged, even during challenging times. A dedicated fan data platform can help teams and organisations build and nurture this sense of community.


By understanding their fans' interests and behaviours, teams can create content and experiences that foster a sense of belonging among their fan base. This might include hosting fan events, creating online forums or social media groups for fans to connect, or even incorporating fan suggestions into team decisions. For instance, a fan data platform can identify highly engaged fans who could serve as community leaders, helping to organise events or manage fan groups.


Group of fans

By fostering a vibrant fan community, rights holders can create an environment where fans feel connected not just to the team but to each other. This sense of belonging strengthens loyalty and engagement, forming the bedrock of long-term fan relationships. However, building a community is just the beginning. To ensure these relationships endure, teams must focus on retaining the fans they’ve worked so hard to engage.


4. Improving Fan Retention Fan retention is a critical factor in the long-term success of any sports organisation. Retaining existing fans is often more cost-effective than acquiring new ones, and loyal fans tend to spend more on tickets, merchandise, memberships and other team-related products. A dedicated fan data platform can help teams identify at-risk fans and take proactive measures to retain them.

For example, by analysing data on fan engagement and event participation, a CDP can identify fans who have shown a decline in interest or engagement. The team can then reach out to these fans with personalised offers, exclusive content, or special experiences designed to re-engage them. This could include offering discounted tickets, providing behind-the-scenes access, or sending personalised messages from players or coaches. By addressing potential issues before they lead to fan attrition, teams can maintain a strong and engaged fan base, ensuring long-term loyalty and success.


Statistics on fan retention using Proem Sports


5. Enhancing Sponsorship Opportunities

Sponsorship is a significant source of revenue for sports teams and organisations, and a dedicated fan data platform can play a crucial role in enhancing these opportunities. By utilising a fan data platform, teams can provide sponsors with valuable insights into their fan base, such as demographics, purchasing behaviours, and engagement levels. This data allows teams to create targeted sponsorship opportunities that align with their fans' interests, making them more appealing to potential sponsors. For example, if a significant portion of a team’s fan base is interested in a particular brand or product category, the team can create a sponsorship package that highlights this alignment, increasing the sponsor's return on investment. Additionally, it can track the effectiveness of sponsorship campaigns by analysing fan engagement and response rates. This data-driven approach ensures that sponsorship deals are not only beneficial for the team but also deliver value for the sponsor, strengthening the relationship between the two parties. Conclusion

In the ever-evolving landscape of sports, fan engagement is not just about creating isolated initiatives; it’s about building a comprehensive, data-driven strategy that places fans at the heart of the organisation’s operations. A dedicated fan data platform  tailored for the sports industry provides the tools needed to understand, engage, and reward fans on a deeper level, driving long-term loyalty and success for the club.

By leveraging the power of a Customer data platform, sports teams and organisations can deliver personalised fan experiences, build stronger communities, and make data-driven decisions that lead to increased revenue and success both on and off the field. As fan expectations continue to rise, a dedicated fan data platform is an invaluable tool that can help teams stay ahead of the curve and achieve goals in the competitive world of sports.


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