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


Richard Clarke – Sports Content Strategy

“If data is the new oil then Customer Relationship Management is the process of mining and refining the information for business use. Although I am a consultant in content strategy by trade, CRM is increasingly touching my area. But then, by definition, an intelligent, joined up approach should be resonating in all areas of a sports organisation.”

Over the last few years, major clubs have spent millions of dollars on getting the right message to the right person at the right time on the right platform. But what if money is tight, you don’t have the scale, and those who run the club would rather put their resources elsewhere? Bas Schnater is an international fan engagement consultant. He has left Dutch football team AZ Alkmaar after two years running the marketing department. He built a CRM ecosystem from the bottom up. Appointing a partner, dealing with internal stakeholders and the changes they must accept, managing the messaging, commercialisation v content. There is a lot to consider but the improvements can be significant. Bas takes us through some of the lessons he learnt.


Dave Wakeman – The Business of Fun

“My guest is Bas Schnater. Bas is an expert in fan engagement and experience. We had a really great conversation about data, marketing, experience, innovation, and more.”



Yellow Jersey Sport Marketing Podcast #8 (in Dutch)

Hoe gebruiken sportorganisaties hun content tegenwoordig om sportliefhebbers te betrekken? “Voetbalclubs hadden voorheen als hoofdfocus om kaarten te verkopen”, vertelt Bas Schnater. “Inmiddels zijn we zover dat de grote clubs in het buitenland hun stadions wel vol hebben. In de zoektocht naar nieuwe manieren om daar geld mee te verdienen zijn clubs vrij snel op content uitgekomen. Steeds meer mensen worden bediend die eigenlijk nooit de sport nooit zouden kunnen bezoeken, maar die zijn wel interessant voor sportorganisaties. Sport heeft fantastische verhalen om te vertellen. En omdat die contentkanalen zo makkelijk beschikbaar zijn geworden merk je dat die sportorganisaties daar veel meer op inzetten.”


Articles (selection)

How one summer has changed the fan experience – AZ Alkmaar case study (Russian)

Regular flyers still work: thanks to them, AZ Alkmaar has increased sales of season tickets (Russian)

Data analysis to create new fan engagement strategies: the AZ Alkmaar case (Italian)



ESSMA Fan Experience workshop 2019 – Paris

Guest lectureship Digital Sports Business by Stephen Bourke

What can clubs do during coronavirus times?

Panel discussing including La Liga, Run Ukraine and myself