Fan analytics are used in all phase of business to take better data-driven results as well as to meet specific business objectives. Fan Data and Analytics is widely implemented in sports business to improve the revenue and engagement.
The main reason sports brands and organisations started looking at the data is because of the reducing number of attendance for in-stadia games, merchandise and ticket sales, engagement and etc..
Till recent years, the data has been captured for the on-field game performance improvement. For example, Player performance analysis, on-field injury analysis,fitness analysis, game statistics,competitor players and game analysis etc. But the trend has changed now because it became important to generate higher revenue as important to win matches .
Most of the English Premier League, French League and MLB teams started looking at the fan data to increase their revenue by saving marketing and other operational budgets through proper analytics based decisions and finding out the various pattern to increase the sales. Also, teams use the help of analytics to improve the fan engagement and real-time game experience.
Let's start with English Premier League,
Manchester City
Manchester city has tied up with SAP to increase fan engagement and better matchday experiences. As part of driving engagement, analytics helped them to provide fans with behind the scenes player statistics, and real-time game insights,etc.,Analytics used to produce more powerful reports to evaluate how the club is connecting with its fans and partners.
Fan Analytics helped them to optimise teams operations while providing new opportunities to enhance fan experiences wherever they are- in-stadium, online, via mobile devices.
Fan relationship management helped MCFC to increase the average attendance to 47,000 fans per match and able to sell 85,000 "Clever Cards" (loyalty cards) during the launching year.
How big data gives premier league football clubs an edge?
Chelsea
Chelsea club heavily depended on Fan Analytics and relationship management to present fans better experiences along with building brand awareness. Chelsea one of the premier league clubs who use Big Data efficiently for the success of sports business.
Team collect the data and analyses to bring more sponsorship deals, new market penetration and much engagement apart from monetization context.
Chelsea uses Customer Relationship management system to interact
In-depth analysis on fans, helped them to launch new revenue services and open up partnerships with various brands.
Arsenal
Fan intelligence is a vital element that determines the success of sports business and helps to activate many deals. Arsenal bought statDNA, a US-based football data analytics company to do on-field sports performance analysis, in game preparation, in post-match analysis, and in gaining tactical insights.
Arsenal FC Case Study
Along with the on-field analysis, Arsenal also partnered with a CRM company to understand their fans and their preferences in-depth. Arsenal uses their fan intelligence for their sponsor brand marketing activations, creating a top notch on and off game fan experience and manage their marketing budgets effectively.
Arsenal used Fan Insights to sell more upper-class tickets and increased the ticket sales of their away games.
Emirates: 'CRM data key to £150m Arsenal deal'
French League - Paris Saint-Germain
Similar to EPL clubs, Paris Saint-Germain also used Fan insights to predict the club revenues through various streams and fan behaviour. They nailed down their fan data to know more about their fans behaviours and consumptions.
Case Study: Paris Saint-Germain Football Club Scores With CRM Strategy
Like all other teams, club revenue came from ticket sales, merchandise, prize money and sponsorships etc., The last time PSG won a championship was on 1996, later their fans had nothing to feel great.
Major Baseball League - San Francisco Giants
Fan Relationship helped SFG also like other clubs in its operations. They were able to sell complete tickets in 140 games straightly. Though teams do a commendable work to deliver best experiences to fans, there is a decided difference with the help of Data and Insights.
In baseball, the small things and details which increase the fan experiences that brings fans back. It also supported the team's revenue production and efficient fan monetization.
Data and analytics become a valuable part of the sports business as it helps to run the business more efficiently, prove the value of their brands to potential partners, and to improve the monetization of fans in the global market.
All most all the top leagues and club's like Liverpool, Queens Park Rangers and etc started investing on various analytics and CRM tools to grab their fan data to increase the ROI through better fan experiences.
The main reason sports brands and organisations started looking at the data is because of the reducing number of attendance for in-stadia games, merchandise and ticket sales, engagement and etc..
Till recent years, the data has been captured for the on-field game performance improvement. For example, Player performance analysis, on-field injury analysis,fitness analysis, game statistics,competitor players and game analysis etc. But the trend has changed now because it became important to generate higher revenue as important to win matches .
Most of the English Premier League, French League and MLB teams started looking at the fan data to increase their revenue by saving marketing and other operational budgets through proper analytics based decisions and finding out the various pattern to increase the sales. Also, teams use the help of analytics to improve the fan engagement and real-time game experience.
Let's start with English Premier League,
Manchester City
Manchester city has tied up with SAP to increase fan engagement and better matchday experiences. As part of driving engagement, analytics helped them to provide fans with behind the scenes player statistics, and real-time game insights,etc.,Analytics used to produce more powerful reports to evaluate how the club is connecting with its fans and partners.
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| Fan Relationship Management - Manchester City FC |
Fan relationship management helped MCFC to increase the average attendance to 47,000 fans per match and able to sell 85,000 "Clever Cards" (loyalty cards) during the launching year.
How big data gives premier league football clubs an edge?
Chelsea
Chelsea club heavily depended on Fan Analytics and relationship management to present fans better experiences along with building brand awareness. Chelsea one of the premier league clubs who use Big Data efficiently for the success of sports business.
Team collect the data and analyses to bring more sponsorship deals, new market penetration and much engagement apart from monetization context.
Chelsea uses Customer Relationship management system to interact
In-depth analysis on fans, helped them to launch new revenue services and open up partnerships with various brands.
Arsenal
Fan intelligence is a vital element that determines the success of sports business and helps to activate many deals. Arsenal bought statDNA, a US-based football data analytics company to do on-field sports performance analysis, in game preparation, in post-match analysis, and in gaining tactical insights.
Arsenal FC Case Study
Along with the on-field analysis, Arsenal also partnered with a CRM company to understand their fans and their preferences in-depth. Arsenal uses their fan intelligence for their sponsor brand marketing activations, creating a top notch on and off game fan experience and manage their marketing budgets effectively.Arsenal used Fan Insights to sell more upper-class tickets and increased the ticket sales of their away games.
Emirates: 'CRM data key to £150m Arsenal deal'
French League - Paris Saint-Germain
Similar to EPL clubs, Paris Saint-Germain also used Fan insights to predict the club revenues through various streams and fan behaviour. They nailed down their fan data to know more about their fans behaviours and consumptions.
Case Study: Paris Saint-Germain Football Club Scores With CRM Strategy
Like all other teams, club revenue came from ticket sales, merchandise, prize money and sponsorships etc., The last time PSG won a championship was on 1996, later their fans had nothing to feel great.
Using big data to create smart venues = happy fans
With the help of Fan Data, PSG managed to increase their fans in-stadia experiences, cross-selling, create new targeted campaigns, customer segments, measure fan satisfactions and etc. Fan relationship management had given fans a whole lot of promotional discounts and benefits, at the same time club generated more marketing opportunities.Major Baseball League - San Francisco Giants
Fan Relationship helped SFG also like other clubs in its operations. They were able to sell complete tickets in 140 games straightly. Though teams do a commendable work to deliver best experiences to fans, there is a decided difference with the help of Data and Insights.
In baseball, the small things and details which increase the fan experiences that brings fans back. It also supported the team's revenue production and efficient fan monetization.
Data and analytics become a valuable part of the sports business as it helps to run the business more efficiently, prove the value of their brands to potential partners, and to improve the monetization of fans in the global market.
All most all the top leagues and club's like Liverpool, Queens Park Rangers and etc started investing on various analytics and CRM tools to grab their fan data to increase the ROI through better fan experiences.
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