Categorie: Blog posts

Fan Engagement Consultancy: Helping sports clubs to engage fans via data science & analytics


Bas to give workshop at internal Ekstraklasa-event

The 8th of December, Bas Schnater will be giving a workshop to all Ekstraklasa-clubs in Warsaw (Poland) on how to use data in sports business. Topics discussed will be how to use data for ticketing, spanning all maturity levels of the league’s clubs and advice on practical applications.

05/12/2022 0

Bas on World Football Summit Podcast about GenZ in sports

Following the World Football Summit’s panel discussion and the publication of Gen Z in Sports, Bas Schnater has been interviewed by Jaime Domínguez Pérez de Ayala on GenZ in sports and why sports properties find it challenging to connect with this demographic. Some highlights: – Being able to engage with GenZ is a long-term play.…
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01/12/2022 0

Gen Z in sports – how to capture the disengaged?

This September, I had the opportunity to be part of an interesting panel discussion at this year’s World Football Summit in Seville. The conversation was initiated around Gen Z’s content consumption & distribution and how they want to experience modern sports. The topic is one that is frequently discussed and is usually subject to many…
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05/11/2022 0

Data Maturity Model: 61% of all sports organisations do not use data for their overall strategy

This can be concluded from the Data Maturity Model, a research conducted by Bas Schnater and Geoff Wilson. The Model has been in the making for more than 18 months and it has been tested by over fifty clubs and federations from the Premier League, La Liga, MLS, and various national football associations. The aim…
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01/06/2021 2

Clustering analysis: using machine learning to understand fan transactional behavior to improve marketing effect

The use of data is becoming very integrated into numerous aspects of the study of football, whether it is from a sporting or from a business perspective. From a sporting perspective, there are many success stories, books, movies and podcasts as well as a growing number of dedicated academic programs focused on performance-based data science.…
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07/05/2021 1

Growing Attendance Model (GAM)

This article is co-authored with Geoff Wilson. The purpose of this model is to provide football federations, leagues and clubs with a framework on how they can grow attendance on game days. There is a general acceptance that achieving success on the pitch will have a positive impact in terms of attendance. Relying solely on…
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18/09/2019 0

Fan Experience Review: F1 Belgium GP

Last weekend, the Formulia 1 Belgium Grand Prix took place. At the sunny Belgian Ardennes, fans gathered to see their favorite drivers compete on one of the most difficult and historic tracks on the Formula 1 program. And where many fans gather, a perfect opportunity arises to engage fans and activate partnerships. Using my personally…
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04/09/2019 0

The State of Fan Engagement: Eredivisie (NL) edition

  Fan engagement is a term which has undergone many changes in definition over the years. The term still often gets hijacked for purely commercial purposes. But as I often state in presentations, fan engagement is not a partnership activation technique but is more like academic Yoshida describes: a ‘non-transactional’ concept allowing fans to express ‘external identification’ with…
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18/08/2019 0

Case Study: How AZ turned the annual decline in season memberships around in just one summer

  Dutch Eredivisie club AZ Alkmaar is living up to its promise on being an innovative club. On-field performance is fully based on data-driven insights and as of last year the club has now started to implement this approach on its business operations as well. In a recent interview, AZ explained how they use data…
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29/08/2018 0

The Economics of Fan Engagement: why fan engagement is important

  Fan engagement has evolved in recent years from a new, innovative approach to sports fan into a wholesale growth strategy used by elite organizations for profit maximization. These developments call for a more economical and deliberate approach in order to capitalize the commodity of sports fans. This article will review the basics of fan…
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18/07/2016 0