Loyalty campaign planning for sports associations.

We have always heard of Customer Relationship Management applied to the world of ‘traditional’ business (sale of products and services), with the primary objective of managing and knowing ‘customers’ in a personalized way and, at the same time, increasing the number of customers. commercial performance of an organization.

The CRM approach is becoming increasingly strategic even for sports clubs which, only in recent years, have perceived the importance of data and analytics as the key to the Club-Fan relationship. Thanks to this relationship, the CRM changes its meaning in FRM: Fan Relationship Management.

In fact, each individual Fan corresponds to a potential Customer who is at the base of the economic model of the Clubs: the Fans fill stadiums and arenas, buy merchandising, attract sponsors.


The passion of the Fan can be ‘used’ to direct it towards the business partners of the Club by creating co-marketing campaigns that are advantageous for all the actors (Club / Association, Fan and Partner). The company could, therefore, create partnerships on the local or national territory, thus making partners acquire new customers or encouraging them to buy from their own businesses.

The objective is therefore to enhance the link between the Club / Association, the territory and the partners (companies, commercial activities, etc.), creating a virtuous circle in which the three actors obtain exclusive advantages of different types.

  1. Fan !: is over 35 years old. He is passionate about just one club that is part of his life. He lives in the stadium, participates at home and away, buys official Club products. He also subscribes to Pay TV and follows the Club’s thematic channels, the social networks, keeping himself constantly informed.
  2. Connected Fan: is between 18 and 24 years old. It supports the Club and likes to find out about everything that revolves around it. For him it is important to know the sport more than his friends. He goes to the stadium only for certain matches and when he goes he posts and comments through the social media. Watch streeming games on tablet or mobile. Use the League and Club Apps to get information about the team.
  3. Occasional Fan: has an average age of 25/34 years. It goes to the stadium rarely and if the opponent is valuable or the team is fine and when it is shared through social media. He is a Fan of sport in general and for him sport is a social thing. He is a subscriber to Pay TV for sport in general and watches in company or in bars. Use the devices to learn about sports in general.

Interaction channels:


– Stadium: benefits for those who buy tickets or season tickets.
– Store: benefits for those who buy official merchandising in the Club stores offline and online.
– Partners: benefits for those who make purchases from affiliated Partners
– Web & Gaming: benefits for those who register and interact with the Club / Association website or participate in gaming initiatives.
– App and Social: benefits for those who use and interact with the Club / Association’s Apps and social networks

Implement the FRM

Nexuscom has developed methodologies and tools capable of managing and analyzing the various information related to the Fan, in order to build a Fan Data Base through which to implement marketing strategies aimed at strengthening the Club-Fan / Customer link.

DigitAma is an advanced platform, created to manage data and benefits to the customer base, through the interaction of the customer with the brand: from the simple purchase in the Store, to online interactions.

It has been designed to allow the relationship with the customer in real time, it is in fact conceived with an “online” philosophy. It has a wide range of APIs for complete integration with external systems, from classic Web Services to Rest / Json oriented to the mobile world, which allow complete interaction with completely different devices and actors.