Categorie: Blog posts

Helping sports clubs to engage their fans, sell memberships and to fill stadiums using database & experience marketing

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

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