Platform · 134 practices
Data & Digital Infrastructure
One fan ID across tickets, shop and app. The data layer that makes every other module measurable.
- 01
Capture consented identity at every touchpoint
Tickets, shop, wifi, competitions, one consent-clean signup flow everywhere.
Impact high · effort low
How to do it
- List every place the club meets fans, such as ticketing, shop, wifi, competitions and the website, and what you collect at each.
- Write one signup flow with the same fields and consent wording, and agree it with whoever advises on data protection.
- Apply the flow to your highest-volume touchpoint first, usually ticketing, and check that consent is stored with the record.
- Roll it out to the other touchpoints one by one, removing old forms as each new one goes live.
- Each month review how many new consented contacts each touchpoint produced, and put effort where growth is slowest.
- 02
Connect ticketing to the CRM automatically
Every buyer becomes a profile the same day, no manual exports.
Impact high · effort medium
How to do it
- Ask your ticketing provider what export, feed or connection it offers to your CRM, and what it costs.
- Map which ticketing fields should land in which CRM fields, including consent, and agree matching keys such as email.
- Test the connection with a single match, checking that a sample of buyers appear correctly as profiles.
- Switch on the automatic feed and stop the manual exports, keeping a monthly fallback in case it fails.
- Check weekly that the number of buyers in ticketing matches new and updated profiles in the CRM, and investigate gaps.
- 03
Build the single customer view
Merge ticketing, shop, socios and email into one record per fan.
Impact high · effort high
How to do it
- Write down which systems hold fan records, such as ticketing, shop, membership and email, and what each knows.
- Choose the matching keys, such as email, phone and member id, and write the merge rules down.
- Bring in one source at a time, starting with ticketing, and merge only where a key matches exactly.
- Review a sample of merged records by hand to confirm they are right before adding the next source.
- Report monthly the share of fans who appear in more than one source, as the measure of progress.
- 04
Name a data owner
One person accountable for the database, its quality and its usage.
Impact high · effort low
How to do it
- Choose one person with enough standing and time to be accountable for the fan database, and write the role down.
- Give them a short list of duties covering quality, access, consent and reporting, and a deputy for absences.
- Announce the appointment to all departments and tell them to send data requests and issues to this person.
- Set a regular slot each month for the owner to report data quality and use to the leadership team.
- Check at each quarter whether data issues are being resolved and whether staff know who to ask.
- 05
Run a consent re-permission campaign
Convert legacy contacts into GDPR-clean marketable profiles.
Impact high · effort low
How to do it
- Segment your legacy contacts by source and age, and note which have a clear record of consent and which do not.
- Draft a short, friendly email explaining why you are writing and giving one clear button to confirm they wish to hear from the club.
- Have your data protection adviser check the wording, then send it to the oldest and largest lists in stages.
- Send one or two reminders to those who have not replied, then stop contacting non-responders in line with your policy.
- Count confirmed, declined and silent contacts, and record the result so the marketable base is stated honestly.
- 06
Deduplicate and clean the database
Merge duplicates, purge dead emails, standardise fields, then keep it clean monthly.
Impact high · effort medium
How to do it
- Export your main contact lists and sort by email to find exact duplicates and obvious errors.
- Write rules for merging, covering which record wins and which fields are kept, and test them on a small sample.
- Remove bounced and dead addresses, and standardise names, postcodes and phone formats in a copy of the data.
- Load the cleaned version back and keep the original as a backup for a set period.
- Repeat on a monthly schedule and track duplicates found and bounces per send, expecting both to fall.
- 07
Launch a welcome journey
Automated 3-email sequence for every new contact within 24 hours.
Impact high · effort low
How to do it
- Write three short emails for new contacts: a welcome from the club, what to expect, and one useful next step.
- Set up the sequence in your email tool so it starts automatically when a new contact is added.
- Send the first email within a day of signup, and space the next two a few days apart.
- Check that consent, unsubscribe links and sender names work, and test the sequence with internal addresses.
- Review opens, clicks and the first purchase or visit after the journey, then rewrite the weakest email.
- 08
Stand up the leadership KPI dashboard
Attendance, revenue, database growth, campaign results, refreshed weekly.
Impact high · effort medium
How to do it
- Agree with the leadership team the handful of measures they need each week, such as attendance, revenue, database growth and campaign results.
- Define each measure in writing and name where the numbers come from and who is responsible.
- Build the dashboard in a spreadsheet or reporting tool, fed from exports at first, with the same layout every week.
- Send it to the leadership team on a fixed day and spend a few minutes of each meeting on it.
- Check that decisions are being made from it, and drop any measure that nobody uses.
- 09
Segment the base into 4–6 core audiences
Season-ticket holders, casuals, lapsed, families, digital-only, message each differently.
Impact high · effort low
How to do it
- List the audience groups you can already identify from your data, such as season-ticket holders, occasional attendees, lapsed fans and families.
- Define each group in one line with clear rules, so that any fan belongs to one primary group.
- Create the segments in your CRM or in a spreadsheet and check the sizes make sense.
- Write a different message for each group for your next campaign, and send each to its own segment.
- Compare opens, clicks and sales by segment, and adjust the groups or messages that perform worst.
- 10
Document the GDPR record of processing
Lawful basis, retention, processors, written down and reviewed annually.
Impact high · effort medium
How to do it
- Make a list of every system that holds personal data, and who supplies and manages it.
- For each activity, write why you hold the data, which lawful basis applies, who sees it and how long you keep it.
- List the processors involved and confirm that a signed agreement is in place with each one.
- Ask your data protection adviser or officer to review the record and fix any gaps.
- Set an annual review date and update the record whenever you add a new tool or purpose.
- 11
Add fan login to web and app
One club ID across tickets, shop and content turns traffic into profiles.
Impact high · effort high
How to do it
- Decide what a fan login should give people, such as faster ticket purchase, content access or competitions.
- Choose a login solution that connects to your ticketing, shop and website, and check its data and consent handling.
- Start with one entry point, such as ticketing, and offer the login there before widening it.
- Add clear messages explaining the benefit, and make the signup short with consent stored on creation.
- Review the share of purchases and visits made while logged in, and fix the steps where people drop out.
- 12
Choose one central CRM as the fan data core
Pick a CRM that holds all fan records, supports segmentation and drives personalised marketing, and make it the base of the tech stack.
Impact high · effort high
- 13
Collect zero-party data through fan preference questions
Ask fans directly for interests and preferences with consent, and store the answers as first-party data in the CRM.
Impact high · effort low
- 14
Segment fans into tiers and track revenue per fan
Group fans into value tiers and report revenue per fan by tier so marketing can aim offers at the right group.
Impact high · effort medium
- 15
Agree a multi-year data investment budget with the board
Present data infrastructure as long-term capital spend and secure a committed budget, not a yearly trade-off against short-term profit.
Impact high · effort medium
- 16
Write a first-party data strategy document
Set out what data you collect, why, and which fan messages it will power, so every team works from one plan.
Impact high · effort low
- 17
Build a points-based loyalty programme from fan data
Use purchase and attendance data to award points or value to fans who subscribe, attend and spend.
Impact high · effort medium
- 18
Combine online, shop and matchday purchase habits in fan profiles
Merge purchase and visit data from web, store and stadium so each profile shows full behaviour.
Impact high · effort high
- 19
Offer clear value in return for fan data
State what fans get for sharing details, such as early access or discounts, before asking them to register.
Impact high · effort low
- 20
Negotiate technology services into the sponsorship deal
Ask a technology sponsor to supply data engineering or a data platform on top of the sponsorship fee.
Impact high · effort medium
- 21
Write an incident response plan for data breaches and attacks
Define who acts, who is told and how systems are restored within hours when a breach or outage hits.
Impact high · effort medium
- 22
Protect ticketing and web systems against DDoS and ransomware
Put attack protection and tested restore routines in front of ticket sales and the website.
Impact high · effort medium
- 23
Make every shop and ticket function work on mobile
Test the full purchase journey on a phone and fix any step that works only on desktop.
Impact high · effort medium
- 24
Build an in-house team to run your data platforms
Hire or train staff who know your data, business and fans, so access and speed are not left to an agency.
Impact high · effort high
- 25
Connect app, ticketing and point of sale into one experience
Link the app, ticket system, stadium and shop tills so a fan's journey is one connected flow, not separate tools.
Impact high · effort high
- 26
Record every fan interaction and reward in the CRM
Log each loyalty action, such as attendance or purchase, so rewards and later messages use complete history.
Impact high · effort medium
- 27
Launch a digital membership with non-ticket benefits
Offer a paid or free membership with content and perks for fans who rarely attend, and capture their data at sign-up.
Impact high · effort medium
- 28
Convert existing CRM records into a membership base
Invite CRM contacts to a membership with personalised offers and discounts instead of starting from zero.
Impact high · effort low
- 29
Offer official club resale to keep attendee identity
Run a club-controlled resale channel so tickets stay valid, prices fair and the new attendee is known.
Impact high · effort medium
- 30
Show upgrades and add-ons during ticket checkout
Present hospitality, parking, merchandise and food bundles at the moment of purchase, not afterwards.
Impact high · effort medium
- 31
Trigger early renewal offers from attendance counts
Send renewal or upgrade offers to fans once their attendance passes a set number of home games.
Impact high · effort low
- 32
Automate membership renewals through the ticketing platform
Switch on automatic renewal reminders and payments so members renew without manual work.
Impact high · effort medium
- 33
Track season ticket no-shows to set attendance rules
Use scan data to find unused season seats, then add attendance requirements or resale options.
Impact high · effort medium
- 34
Test subscription-based ticketing for home matches
Pilot a subscription model for home games and watch attendance and renewals by segment.
Impact high · effort high
- 35
Ban sensitive data from public AI tools
Write a rule that attendee lists, contracts and fan data never go into public AI tools.
Impact high · effort low
- 36
Hire digital product and data analytics skills
Add or train staff in product management, content, analytics and customer acquisition before launching direct-to-fan services.
Impact high · effort high
- 37
Build tailored journeys for casual fans in the long tail
Create welcome and content journeys for casual fans, not only for the most dedicated.
Impact high · effort medium
- 38
Audit and remove friction in ticket buying and login
Walk through each sign-up and purchase step, list where fans drop off, and simplify those steps.
Impact high · effort medium
- 39
Track customer lifetime value as a core KPI
Calculate lifetime value per segment and report it alongside revenue so data work is judged on long-term value.
Impact high · effort medium
- 40
Contact each fan on their preferred channel
Store each fan's preferred medium and send messages there instead of defaulting to email.
Impact high · effort medium
- 41
Adopt a customer data platform for personalised content
Use a customer data platform to gather fan information and send personalised content that sells tickets and merchandise.
Impact high · effort high
- 42
Use one sign-on across the app and fantasy game
Let fans use one login for the app and fantasy game to build a single identity and personalise from it.
Impact high · effort high
- 43
Automate post-match journeys
Thank-you, next-match offer and survey triggered by attendance.
Impact medium · effort low
How to do it
- Decide which post-match messages you want, such as a thank-you, a next-match offer and a short survey.
- Write each message and prepare a version for home fans and one for away or first-time visitors if relevant.
- Set up triggers in your email tool that fire after attendance is recorded, with a delay of a day.
- Test with a small group before a live match and check that only attendees receive the message.
- Review replies, next-match purchases and survey responses each month, and refine the offer.
- 44
Automate lapsed-fan win-back
Trigger offers to profiles inactive for 90+ days, set it once, runs all season.
Impact medium · effort low
How to do it
- Define what lapsed means for your club, such as no ticket, shop purchase or email click for a set period.
- Create a segment that updates itself by that rule and exclude fans who have opted out.
- Write a short win-back sequence with a personal tone, an offer that fits, and a clear final message.
- Switch it on and make sure fans who return leave the sequence automatically.
- Track how many lapsed fans come back each month and how many unsubscribe, and adjust the offer if needed.
- 45
Instrument matchday capture
Wifi portal, QR competitions and F&B promos that trade value for consented data.
Impact medium · effort low
How to do it
- Choose two or three matchday mechanics, such as a wifi portal, a QR competition or a food and drink offer.
- Design each to give something of real value in return for an email address and clear consent.
- Put QR codes and signs at gates, screens, concourses and kiosks, and brief the matchday staff.
- Feed the captured contacts straight into your CRM with the source recorded.
- After each match count new contacts by mechanic, and keep the ones that bring in the most.
- 46
Connect the club shop to the CRM
Merch buyers are your highest-affinity fans, bring them into the same view.
Impact medium · effort medium
How to do it
- Find out how your shop platform stores customer records, and what it can export or connect to the CRM.
- Agree matching keys, usually email, and check that shop customers gave consent for marketing.
- Connect or export the shop data regularly and match it to existing fan profiles.
- Tag each record with what was bought and when, so you can use it in segments.
- Review how many shop buyers are now matched to ticket holders, and test a campaign aimed at them.
- 47
Set a monthly campaign calendar
Minimum two sends per month, planned around fixtures and commercial moments.
Impact medium · effort low
How to do it
- List the fixtures and commercial moments of the season, such as ticket launches, shop drives and sponsor activations.
- Place at least two email sends in each month on a shared calendar, with a topic and an owner for each.
- Write the emails ahead of time where you can, and keep a template so each takes little effort.
- Hold a short monthly meeting to confirm the next sends, and keep to the calendar even in quiet weeks.
- Review the number of sends made against plan, and the results of each, then adjust the following month.
- 48
Track campaign revenue attribution
Tag every campaign link so revenue per send is known, not guessed.
Impact medium · effort low
How to do it
- Choose a simple naming scheme for campaign tags that every sender will use in the same way.
- Add the tags to every link in your emails, social posts and ads.
- Check that your ticketing and shop systems pass the tag through to the sale, and fix any that do not.
- Build a monthly sheet that shows revenue by campaign and by channel.
- Use the sheet to stop weak campaigns and repeat strong ones, and check that most sales now carry a tag.
- 49
Standardise data capture forms
Same fields, same consent language, same destination, everywhere.
Impact medium · effort low
How to do it
- Collect every form the club uses to capture data, including the website, ticketing, shop, events and competitions.
- Agree the standard fields, the exact consent wording and the single destination in your CRM.
- Rebuild each form to the standard, and remove fields you do not need.
- Retire the old forms and check that no stray copies remain on partner or sponsor pages.
- Test a sample each quarter to confirm that records arrive complete and with consent stored.
- 50
Consolidate redundant systems
Retire overlapping tools; every system must feed the single view or go.
Impact medium · effort high
How to do it
- List every tool that holds fan or commercial data, with its cost, owner, renewal date and what it is used for.
- Mark where tools overlap, and decide for each whether it feeds the single fan view or should go.
- Plan the move for one tool at a time, exporting its data and matching it to your master records.
- Switch users over with short training and keep the old tool read-only until you are sure.
- Check afterwards that licence costs have fallen and that duplicate records are fewer.
- 51
Publish a data dictionary
Shared definitions for attendance, member, active fan, so reports agree.
Impact medium · effort low
How to do it
- List the terms that reports disagree on, such as attendance, member, active fan and season-ticket holder.
- Write one clear definition for each, including how it is counted and from which system.
- Agree the definitions with the leadership team and ask them to sign them off.
- Publish the dictionary in a shared place and use the same terms in every report and dashboard.
- Review it every season, and check that reports from different departments now give the same figures.
- 52
Give sponsors an audience data story
Anonymised reach and segment stats become sponsorship inventory.
Impact medium · effort low
How to do it
- Choose the audience facts you can share without identifying anyone, such as reach, age and location groups, and interests.
- Check with your data protection adviser that every figure is anonymous and consistent with your consent wording.
- Build a one-page audience summary for sponsors, with the source and date of each figure.
- Add it to your sponsor proposals and renewal meetings, and offer a short briefing to each partner.
- Ask sponsors whether it helped, and track how often it features in renewals and new deals.
- 53
Train staff on CRM basics
Two hours per department; adoption beats features every time.
Impact medium · effort low
How to do it
- Ask each department what they need from the CRM, such as ticket lists, sponsor reports or campaign tools.
- Write a short training session for each department using their own real tasks and data.
- Run the sessions in small groups of about two hours each, and let people practise on the live system.
- Give everyone a one-page guide and name a colleague they can ask for help.
- Check usage by department each month, and offer a refresher where people have stopped logging in.
- 54
Add a data warehouse for deeper fan analysis
Move large datasets from CRM, ticketing and shop into a warehouse so analysts can run deeper queries than the CRM allows.
Impact medium · effort high
- 55
Use compliance tooling to monitor fan data handling
Adopt a tool that checks consent, storage and sharing against GDPR so fan data stays protected and trust is kept.
Impact medium · effort medium
- 56
Compare social audience demographics with ticket buyers
Line up the age, gender, location and device of social followers against ticket and shop customers to spot gaps worth targeting.
Impact medium · effort low
- 57
Track which channels fans return to and why
Measure cross-channel return visits so you know which platforms bring fans back and which fans will pay for exclusive offers.
Impact medium · effort medium
- 58
Offer tailored matchday packages from digital preferences
Use preferences captured online to offer individual fans matchday packages, behind-the-scenes events and discounts at the stadium.
Impact medium · effort medium
- 59
Tell fans plainly what data you collect and why
Publish a short notice covering what is collected, whether it is stored, who sees it and for how long.
Impact medium · effort low
- 60
Vet technology vendors for fan data safeguards
Add data protection checks to every vendor selection so partners handling fan data meet your privacy standard.
Impact medium · effort low
- 61
Match fan data with a broadcaster's viewer data in a clean room
Ask a broadcast partner to match audiences in a clean room so you learn fans' viewing habits without sharing raw data.
Impact medium · effort high
- 62
Build lookalike audiences from first-party fan data
Seed ad platforms with your best fan segments to find similar people and lower the cost of acquiring new fans.
Impact medium · effort medium
- 63
Long-list AI use cases and rank them by impact
List possible AI uses across ticketing, marketing and operations, then rank each by revenue, cost and risk before buying any tool.
Impact medium · effort low
- 64
Form a cross-functional team of AI champions
Name one person per department to test AI tools and teach colleagues, including non-technical staff.
Impact medium · effort low
- 65
Add experiential rewards to the loyalty scheme
Offer rewards such as meeting players or signed items, and gamified tasks, for fans who value experiences over discounts.
Impact medium · effort medium
- 66
Design loyalty tiers for different kinds of fans
Create separate loyalty paths for casual viewers and committed supporters so each group has a reason to engage more.
Impact medium · effort medium
- 67
Personalise loyalty rewards to stated preferences
Ask fans what they value and tailor reward offers to those answers instead of one generic prize list.
Impact medium · effort medium
- 68
Share fan segments across ticketing, shop and sponsorship teams
Publish one set of fan segments that every commercial team uses for targeting, so campaigns stop working from separate lists.
Impact medium · effort low
- 69
Map fan lifecycle stages from registration to renewal
Chart each stage a fan passes through, from sign-up and purchase to renewal, and record which data you hold at each.
Impact medium · effort low
- 70
Progressively profile fans after their first conversion
Ask for one new detail at a time after sign-up, and add usage, contact and purchase history to the profile.
Impact medium · effort medium
- 71
Track anonymous website visitors to target conversion messages
With cookie consent, record device, language and content interest of unknown visitors and show them sign-up or ticket offers.
Impact medium · effort medium
- 72
Run a managed email programme for registered users
Plan welcome, news and offer emails by segment and measure opens and clicks.
Impact medium · effort low
- 73
Run paid subscriber acquisition campaigns on social and search
Buy targeted ads on social networks and Google that lead to a registration or subscription page.
Impact medium · effort medium
- 74
Offer social login to convert visitors to leads faster
Let visitors sign in with a social account so the club captures a lead and interests in one click.
Impact medium · effort low
- 75
Combine social and transactional data in the CRM
Join social profile interests with ticket and shop purchases to build a fuller picture of each customer.
Impact medium · effort high
- 76
Monitor website performance to catch slowdowns early
Set up monitoring that flags slow or erroring pages in the shop and ticket flow before fans hit them.
Impact medium · effort low
- 77
Align offers and messaging across web, app and stadium
Check that prices, promotions and tone match everywhere so fans do not hesitate or look elsewhere.
Impact medium · effort low
- 78
Add product recommendations to the shop and app
Show suggested items based on each logged-in fan's history to raise revenue per user.
Impact medium · effort medium
- 79
Launch instant shop offers after a standout player moment
Prepare a targeted email or push offer for a player's shirt that goes live within minutes of a late goal.
Impact medium · effort low
- 80
Run a quarterly capture, analyse and act data loop
Review each quarter what data was captured, what it showed and what action followed, then adjust capture.
Impact medium · effort low
- 81
Prepare to evidence fan engagement standards from your own data
Collect the engagement records a regulator or league may ask for, so compliance reports come from your CRM.
Impact medium · effort medium
- 82
Standardise how return on investment is measured internally
Define one method for measuring and reporting return on each digital and data investment, and review it monthly.
Impact medium · effort medium
- 83
Map fan engagement data to find new loyalty experiences
Review how fans engage with the club, then design new experiences where engagement is high and loyalty can grow.
Impact medium · effort medium
- 84
Score fan engagement from attendance and app activity
Build a simple engagement score from match attendance and app use, then target low scorers with re-engagement offers.
Impact medium · effort medium
- 85
Gather fan data before designing a loyalty programme
Survey and analyse fans first, then design the programme from what the data shows.
Impact medium · effort low
- 86
Run a fantasy game or quiz to capture fan preferences
Launch a free prediction game or quiz that fans sign in to play, and store their answers as preference data.
Impact medium · effort medium
- 87
Map data handover points between teams
List where fan data passes between ticketing, marketing and shop teams and fix the points that cause delays.
Impact medium · effort low
- 88
Set access rules that keep scalpers out
Combine pricing and purchase limits with member-first access for high-demand matches.
Impact medium · effort medium
- 89
Personalise matchday experiences for known fans
Use ticket and attendance data to greet, reward and message known fans differently from first-time visitors.
Impact medium · effort medium
- 90
Restrict key ticket sales to verified members
Reserve sales for big fixtures to logged-in members to keep away fans out and capture identity.
Impact medium · effort medium
- 91
Automate recovery of failed membership payments
Set the billing system to retry failed renewals and notify fans, with an audit log of each attempt.
Impact medium · effort low
- 92
Give highly active members early access
Offer upgrades and early sales to members whose attendance and spend are highest.
Impact medium · effort low
- 93
Offer self-ordering at concessions
Let fans order food and drink on their phones to cut queue times.
Impact medium · effort high
- 94
Move stadium payments to cashless
Accept card and mobile payments at all concessions and shops, and link them to fan profiles.
Impact medium · effort medium
- 95
Promote loaded tickets with prepaid food credit
Offer tickets with pre-loaded food or drink value and promote them clearly, as demand exists but awareness is low.
Impact medium · effort medium
- 96
Digitise premium hospitality ordering and management
Move VIP and corporate bookings, catering orders and ticket changes onto one digital system.
Impact medium · effort high
- 97
Show supporters tangible benefits before rolling out new tech
Explain what each new digital feature gives fans and pilot with core supporters before a full launch.
Impact medium · effort low
- 98
Fact-check AI-written content before it is published
Require a human to verify every name, date and statistic in AI-assisted copy against original sources.
Impact medium · effort low
- 99
Deploy an FAQ chatbot on the website and app
Install a chatbot that answers parking, kick-off and ticket questions and logs what fans ask.
Impact medium · effort low
- 100
Present data governance to sponsors as a strength
Include governance and privacy practices in sponsor proposals to build partner trust.
Impact medium · effort low
- 101
Publish a clear data retention policy
State how long each type of fan data is kept and when it is deleted, and show it to fans and partners.
Impact medium · effort low
- 102
Tag club archive footage with structured metadata
Label archive clips by match, player and moment so staff can find and repurpose them in minutes.
Impact medium · effort medium
- 103
Digitise the match archive to licence footage
Scan and store old match footage in the cloud with tags, then offer it for documentaries, partners and social.
Impact medium · effort high
- 104
Set up a digital asset library for photos and video
Store all club images and video in one searchable library that staff and partners can reach any time.
Impact medium · effort medium
- 105
Give sponsors a portal with their own assets
Build a partner portal showing every photo, press release and media pack that features each sponsor.
Impact medium · effort medium
- 106
Pre-clear footage rights so creators can use match content
Record what footage can be used and by whom, so content creators do not skip it for fear of rights issues.
Impact medium · effort medium
- 107
Launch fan video on YouTube before building your own platform
Start a direct-to-fan channel on YouTube to avoid platform build costs, and test demand first.
Impact medium · effort low
- 108
Pilot direct-to-fan offers in a single test market
Launch a digital offer in one market first to test pricing and marketing before wider rollout.
Impact medium · effort medium
- 109
Set goals and alignment before building a direct-to-fan platform
Agree whether revenue, reach or engagement is the aim, and align stakeholders before any build.
Impact medium · effort low
- 110
Stream retained-rights content on your own channel
Publish highlights and secondary content on a club channel even when live rights are sold to others.
Impact medium · effort medium
- 111
Collect viewing data on club-owned channels
Use your own app or video channel to see who fans are, where they live and how they watch.
Impact medium · effort medium
- 112
Create a space for core fans to advocate for the club
Run a community group or forum where committed fans welcome and guide casual fans.
Impact medium · effort medium
- 113
Build knowledge pathways for newer fans
Send new fans short explainers on history, players and club culture to deepen interest over time.
Impact medium · effort low
- 114
Identify isolated fans and invite them into communities
Find fans with no known fan contacts in your data and invite them to supporter groups or online communities.
Impact medium · effort medium
- 115
Require data feedback reports from commercial partners
Write data reporting against agreed targets into partner contracts so results flow back into your fan data.
Impact medium · effort medium
- 116
Give marketing staff self-service analytics
Provide dashboards on CRM and warehouse data so staff answer routine questions without waiting for analysts.
Impact medium · effort medium
- 117
Show customised sponsor content on stadium screens
Use stadium displays to show tailored partner offers and report the lift to sponsors.
Impact medium · effort high
- 118
Survey fans regularly on how they want to engage
Run a short fan survey each season, as most fans say their club has not asked their views.
Impact medium · effort low
- 119
Test digital products for ease of use before big events
Load-test and usability-test the app and ticket flow before major fixtures, as poor experience drives fans away.
Impact medium · effort medium
- 120
Show live stats on stadium screens
Use video walls to show data and statistics during matches, as fans in the venue want more insight.
Impact medium · effort medium
- 121
Auto-generate highlight clips with AI tools
Use an AI highlight tool to cut short clips from match footage for social and the app within minutes.
Impact medium · effort medium
- 122
Report sponsor brand exposure value across channels
Measure and report the media value of sponsor exposure on TV, social and stadium to support renewals.
Impact medium · effort medium
- 123
Quarterly data-quality audit
Duplicates, bounce rate, consent coverage, scored and trended.
Impact low · effort low
How to do it
- Choose a few quality measures, such as duplicates, bounced addresses and consent coverage, and define how each is calculated.
- Run the checks on a fixed date each quarter and record the results in the same sheet.
- Compare with the previous quarter and note the biggest changes and their likely causes.
- Agree actions with the data owner for anything that has got worse, with a date for each.
- Share the trend with leadership, and confirm next quarter that the actions were done.
- 124
Set up preference centre
Let fans choose topics and frequency, fewer unsubscribes, better consent.
Impact low · effort medium
How to do it
- Decide which topics fans can choose from, such as tickets, shop, community and club news, and how often each is sent.
- Build a simple page where fans can tick topics and frequency, and link it from every email footer.
- Connect the choices to your CRM so that each send respects them.
- Invite existing contacts to review their choices and highlight the page in the welcome journey.
- Track unsubscribes and the number of fans who set preferences, and refine the topics based on what they choose.
- 125
Backup and access-control policy
Who can see what, exports logged, backups tested twice a year.
Impact low · effort low
How to do it
- List who has access to the database and each system, and what each person actually needs to see.
- Set access by role, remove people who have left or changed jobs, and require individual logins.
- Record every export of personal data, with who took it, why and where it went.
- Set a regular backup, and twice a year restore a copy to a test location to prove it works.
- Review access and the export log each quarter, and keep a short note of what was changed.
- 126
Report social post performance every month
Pull impressions, reach, clicks and sales per post into one monthly view and repeat the formats that work.
Impact low · effort low
- 127
Run social listening on brand mentions
Use a listening tool to track mentions of the club in fan posts and report sentiment to marketing each month.
Impact low · effort medium
- 128
Disclose when AI helped draft club content
Add a short note to AI-assisted content so sponsors and fans are not surprised.
Impact low · effort low
- 129
Summarise chatbot conversations into fan experience trends
After each season, ask AI to group chatbot questions into themes and fix the top pain points.
Impact low · effort low
- 130
Use AI tagging to surface content for partners fast
Set up saved searches so partners and broadcasters can find the right clips by event or format.
Impact low · effort medium
- 131
Auto-tag player photos on upload
Use face recognition tagging so photographers' images are labelled with players as soon as they upload.
Impact low · effort medium
- 132
Add app tools to find friends at the stadium
Add a feature in the app that helps fans find friends or connect with fans with similar interests.
Impact low · effort high
- 133
Message lighter fans with conversation-led content
Create shareable content for fans who follow football to talk about it with friends, not for deep fandom.
Impact low · effort low
- 134
Use analytics on audience behaviour to guide content
Review which content formats fans engage with and shape publishing plans around that.
Impact low · effort low