Sports CDP Crash Course - Data Talks (Data Talks)

At the beginning of the year, in March 2023, the team from Data Talks attended the Women in Football Be Inspired Conference in partnership with Barclays at Wembley Stadium. Lorraine Moalosi, our Head of Communications and PR joined a panel discussion entitled, "Marketing the game: commercializing women's football". She was joined by Lyndsey Clark, Marketing Specialist at UEFA, Misha Sher, the Global Head of Sport, Entertainment & Culture at Essencemediacom, Maggie Murphy, the CEO of Lewes FC, and Sara Hunter, Senior Commercial Manager, Women's Football at the FA. This incredible panel was hosted by Lisa Parfitt, Co-Founder of The Space Between Sports and a Director of Women in Football.

This was such a relevant discussion that the room was filled with keep audiences from wall to wall wanting to hear more about how to go about "marketing the game". Here's a brief summary of some highlights from the session, provided by Women in Football UK:

“Knowing your audience is key,” said Lorraine Moalosi, Head of PR & Communication at Data Talks. The appetite for women’s football has grown exponentially in recent years and Lorraine told the audience: “We need to dream higher and set higher goals – because we know we can achieve them.”

Often women’s football is let down by resources, and audience insight data is lacking in the women’s game, which makes it difficult for clubs to analyse audiences. Sara Hunter, Senior Commercial Manager, Women's Football at the FA, admired how companies like Amazon obsess over their customers and believes sport can learn a lot from this.

Maggie Murphy, CEO at Lewes FC, recalled how her club brought in their audiences: “We had a target audience of ‘unwelcome women’ – those who might like the game but have never attended a match because they might not feel welcome.” The values of the club and what you stand for are as important as the product on the pitch, she told us.

FIFA Women´s World Cup 2023 is finally here!

In this episode, the founder of Sporting Sheroes and our guest host Karen Ramirez highlight the commercial challenges and opportunities surrounding the event. She emphasizes the importance of securing sponsors aligned with the tournament’s values and relatability while cautioning against deals that go against morals.

Karen also stresses the need for strategic planning, documenting the journey, and implementing risk and reputational management measures. Despite the hurdles faced, she encourages support for women’s sports and celebrates the incredible athletes participating in the tournament. 

“FC Midtjylland is the story of how will and unity can create the impossible. It is the story of what can happen when the dreams are big and the will is even bigger. It is the story of a club that from the start had the courage to think innovatively and step out of the shadows”.   One of the ways that FC Midtjylland is leveraging innovation and dreaming big is by using a subscription model to sell their tickets. Something that is not common in the sports world.

Our CEO and Founder Stefan Lavén sat down with FC Midtjylland's Ticketing Manager Martin Jacobsen to talk about all this and more. In this episode, they discuss:

1. Why and how to use the subscription model

2. The struggle of increasing match attendance and not just ticket sales

3. The benefits and drawbacks of using the subscription model

4.  The importance of using data to underpin innovation

Listen to this episode to dive deeper into this subject!

Our next guest, MARIA CAICEDO CABRERA is the director of America de Cali official sports training school in Bogota. At just 25 years old, she has many qualifications under her belt including a bachelor's in psychology, a Master's degree in executive coaching, sports, and high-performance psychology, and an MBA! Having just recently relocated back to Colombia from Spain, Maria is ready to make an impact in her country, to use her own words.

Connect with Maria and keep the conversation going here

If you would like to find out more about what America FC and Maria's organization are up to, you can check them out below:

1. www.escuelamerica.com  
2. Instagram 
3. Facebook

Our next guest is an award-winning entrepreneur, marketer, and investor. He was featured in Campaign Asia-Pacific 40 under 40 2021 as a future-gazing mastermind. He is also the co-founder of Happy Marketer where he helped scale business from zero to $10 million in billings over a decade without a single investment dollar. Prantik Mazumdar has also consulted with global sporting brands and businesses like IMG, ESPN, Fox Sports, and Top Golf. And today he will be sharing with us some insights into the present and future of the sports industry.

In this episode we talk about:

1. Sports insights that were shocking 8/10 years ago but have now become a reality and a way of operating in today's sports industry such as new business models that include digital advertising and OTT platforms
2. The role of technology and data in sports
3. How Asia measures up with the global industry when it comes to visibility and representation of women in sports

This week our guest host Karen Ramirez, founder of Sporting Sheroes, introduces a powerful concept: “No doesn’t mean no, it means not over.”

Inspired by Kanya King, founder of the MOBO Awards, Karen explores the idea that setbacks and “no” moments in sports and life are not definitive endings but rather opportunities for new beginnings.

She reflects on recent sports events, emphasizing the resilience showcased by athletes and coaches in the face of challenges. Karen uses examples like the GB Women’s Hockey Team’s Olympic qualification and Sarina Wiegman’s contract extension to illustrate how setbacks can lead to renewed determination and fresh possibilities. She introduces a three-pillar framework—investment, belief, and coaching of skills and mindset—to guide individuals and sports organizations in navigating their paths to success.

Did you know that women’s sports communities are growing faster than men’s? And that this growth follows an industry-wide phenomenon. According to The Sports Innovation Lab report on: “The growth of women’s sports community”:

1. Women’s sports have a community growth score that is 40% higher than the general sports fan community 
2. The women’s sports community growth score is trending up year-on-year vs. general sports, which has a downward trendline

“Alone We Can Do So Little. Together We Can Do So Much”. This is a quote by Helen Keller. It really communicates the power of community. Think about all the impactful changes throughout history. They might have started with one person but they accelerated in growth when people united and came together in a shared mission. 

It was with this thought in mind that we at Data Talks launched our very own women in the sports community. Because we understand that community is the secret to creating tangible value for women’s sports.

Why is community the secret to creating tangible value for women’s sports? It’s firstly because there is power in numbers. Exactly like Helen Keller noted in her quote.

When we first started our Women in sports: beyond the hashtag initiative, we focused mostly on profiling women in sports. This was because we knew how terrible the visibility of women’s sports is. One of the people we profiled was Alba Pardo – the co-founder of Women in Action Sports Network. She too was passionate about making a change in the sports industry. We also profiled:

1. Maria Caicedo Cabrera (Colombia)  – the director of America de Cali official sports training school in Bogota. 
2. Soleen Al-Zou’bi (Jordan) – Head of Women’s Football & Assistant Technical Director at Jordan Football Association
3. Lucy Mills (Spain) – Co-Founder READY, Women’s Football Advisor and Board of Directors Lewes FC

The more people we profiled the more we kept on coming back to the fact of there being power in numbers. Simply put, there is power in people coming together with a shared mission. And not only that, But there is power in people taking all the necessary steps to make change happen. 

But do you know what makes our initiative different? We focus on creating tangible value for both the individual and the sports organizations they work for. And we do this by covering all bases around 5 main areas.

Sharing our insights - Based on our experience and industry research on best practices for increasing revenue, selling more tickets and merchandise, and negotiating sponsorship agreements of higher value. We were at the Spobis 22 event in Dusseldorf, Germany, sharing insights on how we can make innovation more inclusive in the sports industry. Catch us at more events in the coming months. 

Bringing more education - On best practices for greater success. We write blog posts for women in sports specifically on our blog every month. But we are boosting this so that our community has a constant supply of

This is a continuation of the previous episode. We answer some Frequently Asked Questions (FAQ) about Customer Data Platforms (CDP) to help you make informed decisions. So listen to this episode to get answers to those burning questions.

In this episode of Sports CDP Crash Course, Data Talks’ Head of Communications, Lorraine Moalosi, takes center stage as she moderates a panel discussion on the growth of women’s sports. Recorded live at SportPro Live at Kia Oval, London, on April 25th, this episode brings together influential voices from the industry to shed light on crucial topics that shape the landscape of women’s sports.

Joining Lorraine on the panel are two renowned executives, Dawn Airey, Chair of the FA Women’s Super League, and Anna Kessel, Executive Director at Sky Sports. With their extensive expertise and experience, they delve into the pressing challenges faced by governing bodies, leagues, broadcasters, and brands as they commit to the advancement of women’s sports.

This dynamic panel discussion offers valuable insights, inspiring stories, and actionable strategies to supercharge the growth of women’s sports. Whether you’re a sports enthusiast, industry professional, or simply passionate about equality, this episode provides a compelling exploration of the challenges and opportunities at the intersection of gender, media, empowerment, and technology in the world of sports.

Tune in to this enlightening episode of Sports CDP Crash Course - Data Talks, and join the conversation as we champion the advancement of women’s sports.

With data's exponential growth and AI's rise, digitalization is transforming the sports industry.

However, many sports organizations are slow to embrace these changes, which can create challenges in an increasingly competitive landscape. We explore the idea of leveraging data to enhance fan experiences, boost ticket sales, secure sponsorships, and generate revenue. While clubs shouldn’t adopt every new trend, we provide several guidelines to help them navigate the technology landscape effectively.

By embracing technology and innovation, clubs can create a win-win situation for all stakeholders involved in the sports industry.

When it comes to leveraging fan data to drive ticket sales, merchandise revenue, and high-value sponsorships, you need a partner you can trust. That’s where we come in at Data Talks.

At Data Talks, we’re proud to partner with a diverse range of sports organizations across various countries and sports. From the passionate football supporters of 1. FC Magdeburg in Germany to the committed fans of the Vålerenga in Norway and PAOK FC in Greece, our reach is broad. We also work with AIK, the trailblazing Lewes FC—known for their gender equality stance, and FK Crvena Zvezda, helping these clubs not only understand but also engage their supporters on a deeper level. But our expertise isn’t limited to football and ice hockey. We’re also working with the Swedish Golf Federation, Dolphins - which is competing in the Australian National Rugby League and the Austrian Handball Federation, to name a few.

No two clubs are the same, which is why we tailor our approach to meet your specific needs. For instance, when 1. FC Magdeburg wanted to increase merchandise sales, we helped them initiate a campaign encouraging fans to print their names on their jerseys to increase purchases. The outcome was impressive sales and a clear understanding that targeting specific groups can create fantastic results.

To check their strategy, 1. FC Magdeburg divided their audience and sent the same campaign to two different groups. Group one targeted those who purchased a shirt this year, but also spent a minimum of 90 EUR in previous purchases—a small but promising group of 1,200 recipients. Group two went broader, reaching all supporters who bought a ticket in the last two years, totaling a whopping 38,000 recipients.

The smaller group saw outstanding results—a jaw-dropping 66% open rate, a 6% click rate, leading to 20 orders and 1431 EUR in revenue from 1100 recipients. The larger ticket buyer group also held its own with a superb 54% open rate, and 6% click rate, resulting in 90 orders and a revenue of 7384 EUR from the expansive pool of 38,000 recipients. 

While both groups had fantastic open rates, the segment that had previously bought merchandise stole the spotlight with higher conversion rates. Proportionally, this smaller segment generated significantly more sales. In fact, if that segment were as large as the the segment that had previously bought tickets, the numbers would have skyrocketed to 630 orders versus the already impressive 90 orders from the ticketing segment.

The message was simple yet impactful – a warm reminder that time was running out to secure tickets for the upcoming match.

The combined results from both groups brought in a total revenue of 8 815 EUR in the Fan Shop. Here’s the takeaway—the Data Talks Customer Data Platform (CDP) empowers clubs to go broad or laser-focused. Both approaches yield great outcomes, and the real magic happens when you pinpoint the right strategy, connect with the right audience, and present them with an irresistible offer. 

Similarly, we helped SC Fortuna Köln prove the power of fighting until the last moment with their last minute ticket campaign. With just 20 hours remaining before a match, Fortuna strategically targeted around 9,000 profiles in their database who had not yet purchased tickets. The result? Despite the short ticket-buying window, the campaign led to an impressive 83% increase in ticket sales. The success of this initial campaign was just the beginning. Fortuna Köln recognised the vast possibilities that the Data Talks platform offered. Beyond overcoming their first challenge, they now look forward to utilising the platform’s advanced features, including segmentation, personalisation, and automation.

Fortuna Köln’s success story is a testament to the transformative power of data-driven strategies and the seamless collaboration with Data Talks. As the club continues its journey, it remains committed to embracing...

Today, an increasing number of sports athletes are driving personal connections on different platforms and channels – especially on social media.

Sports fans are looking to athletes and other sports influencers that champion societal issues that they believe in. They view these athletes as both meaningful and personalized connections. And this trend can be seen across industries beyond sports. On a global scale, 71% of consumers involved in a survey said that they either completely or somewhat trust opinions and ads from influencers about different brands and products.

But what is an influencer? An influencer by definition is anyone who inspires or guides the actions of others. That’s why athletes and players are the ultimate influencers when it comes to sports.

If you are a smaller club and doubting the effectiveness of your players or any other influencers, don’t worry. The increased interest and trust in influencers is particularly prevalent among micro-and nano influencers. These types of influencers are those who have less than 10 000 followers on social media. Influencers with fewer followers make more personal connections with followers and thus have a greater impact on driving supporter behaviors, such as trying a new product or attending a sporting event. So you see, anyone can leverage influencer marketing, from small clubs to big ones - there is a way for everyone to win.

So how can you leverage influencer marketing in a creative way?

To make this a bit more concrete for you, why don’t we take a real-life example? This example shows the power of clubs understanding their fans and using every single moment to really push the envelope when it comes to increasing revenue. This example is from our customer PAOK FC a top-tier club in Greece.

It’s February 10, 2022, PAOK is facing AEK Athens for the second leg of the Greek Cup Quarter Final. The score is 1-0 for AEK Athens and PAOK qualifies only with a draw. Only a few seconds before the referee blows the last whistle, Jasmin Kurtić, one of PAOK’s best players scores! Everyone goes crazy. What a game!

So what does the PAOK team decide to do? They decide to leverage their success on the field to gain more success off the field. How?

By creating a campaign that offers fans the opportunity to purchase t-shirts starring the legendary Kurtić.

1. Their e-store sales rocketed by 66% on the 15th of February 2022 compared to the best day of the year so far (11th of January)
2. They gave their fans and supporters something “extra” to be excited about which boosted engagement across their social media channels as well.

What can we learn from the PAOK FC case?

That:

1. Your intentions need action

We all want to win and have great success in everything we do but we have to put our money where our mouths are. And that starts with being aware of opportunities as they show up. PAOK seized a moment that some might have not realized was a great opportunity.

2. You have to understand your supporters

Do you understand your supporters? Do you know what keeps them coming back to your club for more?

A great solution that you can start using is the sports customer data platform (CDP). That’s because a CDP allows you to:

1.  store all your supporter data in one place

2. it helps you analyze that data so that you can uncover patterns in your supporters’ interaction with your organization

Not only that but with the insights you get from the sports CDP, you can then act in real time by setting up measurable and monitorable goals.

Try our DEMO for free!

In this episode, we explore sponsorship, a fundamental way to fund your sport at any level. Whether you're an elite athlete or part of a grassroots team, securing sponsorship can seem daunting. We’ll address common doubts, such as not having a sponsorship package ready, feeling not good enough, and not knowing where to start.

Join Karen Ramirez as she shares practical advice on creating a compelling sponsorship package, identifying potential sponsors, and marketing your proposal effectively. She also discusses setting clear expectations with sponsors and delivering on your promises to build lasting partnerships.

Whether you're in a local rugby team, an ultimate frisbee squad, or a solo athlete like a gymnast or sprinter, this episode will provide actionable insights to help you secure the funding you need.

We are nearing the end of the first month of 2023! Although every sports organization is different, a common goal for all is to keep supporters engaged and active. Some focus on trying to get new supporters while others focus on keeping their most engaged supporters, engaged. But have you ever thought about reactivating passive supporters? That is, getting supporters that rarely buy your merchandise or tickets to start buying more and attending more games.

Or maybe even supporters who are on the verge of churning, that is, those who have literally not bought anything from the club in years, who you and I very well know that it’s only a matter of time before they press the unsubscribe button on your newsletter? 

There are many different reasons you might have passive supporters. Some might be former Season Ticket holders who haven’t renewed their tickets in a while. Or it could be that they are streaming fewer videos on your OTT platform. The list goes on. However, the good news is that you can easily activate these supporters and even make them loyal.  And the key to reactivating your passive supporters is to create offerings that are personal and relevant to each supporter. Meaning that you are only offering your supporters offers you know they will really appreciate.

Different supporters have different needs. So how you approach your supporters needs to be adapted to that specific group of supporters. Essentially, you need to tailor your offerings and communication to different supporters. Because only then will your offerings truly resonate with your supporters. So in short, the key to reactivating passive supporters is:

Creating offerings your supporters will really appreciate.

However, there is a challenge that is stopping sports organizations from creating and delivering these offerings. And until you actually solve this challenge, reactivating your passive supporters will be much more difficult. So let’s take a look at this challenge and then, more importantly, how you can solve it.

So far, you know that the key to reactivating passive supporters is to create offerings that are personal and relevant to each supporter. So then the next question is: how exactly do you know what your supporters want?

And this is the challenge. 

You need enough information about your supporters’ specific characteristics, preferences, and behaviors. Only when you know this information will you then be able to create ticketing campaigns that your supporters will really appreciate. Because not knowing this information is like guessing what a supporter wants. And being the forward-thinking sports organization that you are, you know that guessing is not on the roadmap. You want to be certain that you give your supporters exactly what they want and desire. Because only then will you truly be able to activate your passive supporters and transform them into the loyal supporters that they have the potential to become.

So what is the solution? How exactly do you get access to the necessary information that you so desperately need from your supporters in order to create offerings that you know they will really appreciate?

You will need to convert your supporters into known contacts – with names, email addresses, phone numbers, preferences, and the list goes. Because once you have collected this information about your supporters, you will then be able to merge this data with your sales data. This will then allow you to find out which supporter segments you should target with your campaigns in a way that you know your supporters will really appreciate. Only when you have this information will you be able to reactivate your passive supporters.

However, converting your supporters into contacts, although a crucial step, is only the first step. Because once you...

Join us in this episode as we explore the world of content marketing with Ross Simmonds, CEO of Foundation Marketing. Ross shares his journey from a fantasy football blog in university to becoming a leading digital marketing strategist.

Ross walks us through the four key pillars of effective content marketing: research, creation, distribution, and optimization. He also provides actionable insights for sports organizations, big or small, to connect with their audiences effectively.

Learn the power of “create once, distribute forever” and how it can transform your content strategy. Ross’s diverse client experiences, from SaaS companies such as Canva to FMCG brands like Kit Kat and unconventional businesses like companies that sell dirt, highlight the creativity and innovation that can be applied across industries.

Connect with Ross on social media at @thecoolestcool and visit https://rosssimmonds.com/ to explore his work. If you’re ready to take your content marketing game to the next level, don’t miss this episode!

The sports industry, just like many other industries, has been experiencing many changes due to rapid hyper-digitalization. Of course with this comes many challenges. Listen to this podcast to find out more about the challenges sports organizations are facing in today's hyper-digitalized environment.

In this episode, Lorraine sits down with Emma Clark, a commercial manager and brand agent who took a leap of faith to pursue a career in football. Emma shares her journey from leaving her 10-year career in the travel industry to receiving a full scholarship at Liverpool University. We discuss her experiences in the sports industry, overcoming imposter syndrome, and making an impact in women's sports. 

You can follow Emma's work on Instagram and LinkedIn, where she shares updates about her work and collaborations, like the one with Nicole in the company Saros, as well as her involvement with the company called RXS Sports.

Join us as we delve into Emma's inspiring story and explore the challenges and opportunities in the sports industry.

Our next guest is a Professional Squash Player based in Pakistan who was ranked number 120 in the world by the Professional Squash Association. She is not only an athlete but also an activist. Noorena Shams is the first ever athlete from Pakistan to have spoken at the United Nations Human Rights Council social forum Geneva 2018 for the rights of athletes of South Asia.

This is what Noorena has to say about herself:

I am a Pakistani athlete and an activist. Professionally I have played squash in different tournaments around the world. I have touched the highest rank of 120. Right now I rank 238 in the world by the Professional Squash Association. I have remained among the 30 Asian squash players during my junior career. I have played cricket and have been a cyclist for a short span of time.

I am the youngest member of the sports management committee by the Khyber PakhtunKhwa Government. I am the only athlete to sit on this table. I have been listed among 24 inspirational figures by UNDP Pakistan 2016. I have been voted as one of the 50 influential ladies of Pakistan by The News newspaper 2016. I have been among the 20 game changers listed by the Global Citizen’s Magazine 2018. I am the first ever female international athlete from Malakand Division that includes Dir, Swat, Bajaur, Buner, Chitral, Malakand and Shangla district.

As an activist I am the first ever athlete from Pakistan to have spoken at the United Nations Human Rights Council social forum Geneva 2018 for the rights of athletes of south asia. I have spoken at the United Nations Commission on the status of women New York 2017. I have spoken on and off regarding the rights of athletes and women on different platforms including Human Rights Watch head office and others. I have been trying to help many students and athletes financially through my social media presence. I have recently been listed among young activists serving in COVID’19 by the United Nations Youth Envoy.

In this episode we talk about:

1. The role the media plays in advancing women's sports
2. The importance if allowing everyone to make their own choices
3. The hardships that Noorena has gone through in order to play sports
4. The impact Noorena would love to have on the sports industry and all generations of women

Remember to follow Noorena on LinkedIn.

And if you would like to be a part of a fantastic Women in Sports community, join women in sports: beyond the hashtag

In this episode, we’re joined by Carl-Erik Moberg, the CEO and Co-Founder of TicketCo, a leading company providing digital ticketing solutions for sports organizations, events, and venues. Carl-Erik’s entrepreneurial journey began at just 16 years old, when he launched his first venture in waterskiing courses and event ticket sales. Since then, he has successfully managed over 20 restaurants and venues and expanded TicketCo across Europe.

Join your host, Lorraine Moalosi, as she chats with Carl-Erik about his inspiring journey, the innovations driving the ticketing industry, and the strategies that are shaping the future of sports and event ticketing.

We’re thrilled to welcome Kirsty Burrows, Head of the Safe Sport Unit at the International Olympics Committee, to today’s episode. Kirsty’s impressive credentials include serving as the IOC Lead Safeguarding Officer at Games-time, Academic Director of the IOC Certificate: Safeguarding Officer in Sport, member of the Council of Europe’s Pool of Experts in Safe Sport, and author of the IOC Safeguarding Toolkit (2017).

In this insightful conversation with Lorraine Moalosi, Kirsty discusses the importance of embedding safeguarding into an organization’s DNA rather than viewing it as an abstract concept. She also addresses the challenges faced by international organizations in enforcing safeguarding measures globally and offers practical advice for sports organizations aiming to integrate safeguarding into their culture and operations.

This special episode highlights the essential role of safeguarding in sports and reminds us of the people behind the extraordinary achievements at the Olympics.

Join host Lorraine Moalosi in an insightful conversation with Thomas Rypens, Direct-to-Consumer Director at Club Brugge. Discover how Thomas oversees fan engagement through ticketing, merchandising, and digital strategies, while leading Club Brugge's Customer Experience team.

Gain valuable insights into fan behaviour and the pivotal role of innovation in shaping the future of sports. Tune in for an engaging discussion that explores the evolving landscape of sports industry dynamics.

We are continuing our “10 components to include in your marketing strategy series”. Today we are looking at component number 2, personalization. We will briefly discuss what personalization is, and why it’s important that you include it in your marketing strategy. But first, a couple of statistics:

• 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.
• 71% of consumers feel frustrated when a shopping experience is impersonal - so for a sports organization such shopping experiences including buying tickets and merchandise for example. If that experience is impersonal, 71% of your supporters will be frustrated.

So then the question becomes since consumers are adamant about getting relevant and personal experiences, how can your sports organization ensure that they do this for their fans?

That’s where personalization comes in. Personalization is the process of tailoring a service or a product to accommodate the specific needs, wants and preferences of individual supporters and/or groups of supporters. This process is crucial because it helps deliver the right message to the right supporter at the right time and through the right channel. Therefore ensuring that all your communications with your supporters are relevant and indeed personal.

Just as the statistics we began with suggest, personalization is important because it increases supporter satisfaction which is more likely to lead to an increase in their loyalty and engagement with your organization. Which ultimately leads to higher revenue. Happy fans happy days.

We have helped one of our customers, AIK, generate 6 figures with one campaign within 2 weeks targeting only 2% of their supporter base. Do you know what the secret was? Personalization. Because our customer’s communications with their supporters were relevant and personal, their supporters engaged overwhelmingly with the campaign.

In order for you to do this right, that is, continually create and deliver world-class supporter experiences that are personalized, you need a sports customer data platform. That’s what our customer built their campaign with. With the sports CDP, you can cover all your bases from beginning to end. How, well, let’s break down personalization - getting the right message to the right supporter at the right time and through the right channel.

• To get the message you are sending to your supporters right, you need to first understand them. A CDP provides you with a 360-degree supporter view that helps you understand your supporters in and out. This 360-degree supporter is only fully possible with the CDP and no other software.
• Secondly, just because you have a message does not mean that message is appropriate for everyone. A CDP will help you understand which message to send to which supporters.
• Thirdly, timing is everything. Could you imagine sending your supporter an email asking them to buy a season ticket when they have just purchased one? Your organization would come across as pushy. A CDP will help you know when to send your communications so you can always get the timing right.
• And finally, some supporters prefer buying tickets online while others prefer buying offline. A CDP will help you figure out the right channel to reach your supporters through.

That is what we mean when we say, get the right message to the right supporter at the right time and through the right channel - the very definition of personalization. And just like our customer AIK understood, the sports CDP is your best friend if producing results beyond your wildest expectations through personalization is what you want.

Try our DEMO for free today!

Join Karen Ramirez in this month’s podcast as she talks about the exciting rise of women’s rugby. From university teams to the Allianz Premiership Women’s Rugby Club tournament launch, Karen explores the game’s journey, emphasizing its impact on communities and players.

As we look forward to major tournaments like the Women’s Six Nations Championship and the Women’s Rugby World Cup, Karen highlights how women’s rugby breaks away from its elitist image and makes a positive difference. She shares inspiring stories of trailblazers like Maggie Alphonsi and Zainab Alema, showcasing the game’s diversity and inclusivity.

Tune in to learn how women’s rugby is not just a game but a force for positive change on and off the field!

This week, our host, Lorraine Moalosi, sits down with Helen Ward, the all-time top goalscorer for Wales in football history, now serving as the general manager of Watford Women FC. From her debut as a striker at Watford to managing the club, Helen shares insights into her remarkable career spanning Chelsea, Arsenal, and Reading. Reflecting on her motto “find time, not excuses,” Helen discusses the evolving landscape of women’s football, emphasizing the importance of balancing passion with practicality. Delving into challenges and advancements in women’s sports, Helen sheds light on the necessity of strategic investment and normalization. Tune in for an inspiring conversation with a true icon of the game.

Meet Soleen Al-Zou'bi

Head of Women’s Football & Assistant Technical Director at Jordan Football Association and Co-founder and president of Finaa Organization - a non-profit organization that empowers girls and women through football. Soleen is also a Women’s Football Committee member and Youth Panel member at the Asian Football Confederation (AFC). 

We sat down with Soleen to discuss:

1. The importance of following your passion
2. The growth of women's football in Jordan
3. The future of football 
4. 
   

You can connect with Soleen on LinkedIn and if you would like to join Soleen and other fantastic women in sports in a community specially made for advancing women's sports, you can do by joining our community so you never miss a thing. 

Out of the 10,500 athletes participating in the Paris 2024 Olympic Games, 5,250 will be men and 5,250 women. These Games will be the first to reach full gender parity in number of athletes. As a reminder that empowering and uplifting women is not just reserved for International Women’s Day, today we will be highlighting key milestones that are coming out of women’s sports and sports in general while also shedding light on some of the challenges that need to be addressed immediately, for women to be able to thrive in sports.

While it is a great milestone having the first gender-equal Olympics, a recent study by the BBC showed that more than three-quarters said they earn less than £30,000 a year from sport - with more than four in 10 earning less than £10,000 and six in 10 earning less than £20,000. This means that ¾ of elite female athletes earn less than the average £34,963 salary in the United Kingdom. The wage of elite sportswomen is a challenge that shows the importance of professionalizing women’s sports and the need to invest in them so that more commercial value can come out of them.

In the 2022/23 season, Reading and West Ham's cheapest match tickets were the most expensive in the FA Women's Super League, costing 12 British pounds. Meanwhile, the cheapest tickets could be found for six British pounds at Liverpool and Manchester United. This fact continues to beg the question, are clubs and leagues undervaluing women’s sports? If so, what should be done about it in a way that does not alienate those who have found the accessibility of women’s sports a reason to engage.

In happier news across the pond, the National Women’s Soccer League has been ranked No. 5 on the list of Fast Company’s the World’s 50 Most Innovative Companies of 2024. The League’s commissioner, Jessica Berman was quoted as saying, “Women’s sports is a historically under-invested asset class” However, last year attendance for regular season games grew by 26% to 1.2 million people, while viewership of CBS broadcasts leapt 41%. These remarkable numbers helped the league negotiate a landmark media-rights deal that will see 118 NWSL games broadcast across CBS Sports, ESPN, Prime Video, and Scripps Sports each season for the next four years. This deal is worth $240 million, 40 times more valuable than the NWSL’s previous agreement.

The NWSL partnered with Liga MX Femenil to launch a new Summer Cup. All 14 teams in the NWSL and six teams from LIGA MX Femenil will compete from July 19-August 2. This new Summer Cup will take place during the Olympic break of the NWSL regular season. Not to make this episode about just the NWSL, but the Kansas City Current, a club co-owned by NFL star Patrick Mahomes, made history as the first team to build a stadium specifically for professional women’s sports. The team hosted Portland Thorns in the first game at CPKC stadium – in front of a sold-out, 11,500 crowd. 

Mercury 13, a women's football multi-club ownership group, unveiled their first portfolio team recently after acquiring a controlling stake in Como Women from Italy's Serie A. In case you are tempted into thinking that the only movement is in football, at the end of last year, Metro Bank & ECB Pledged to Treble the Number of Girls’ Cricket Teams by 2026, that’s only 2 years from now. The two organisations will work together to transform access to grassroots cricket by recruiting 6,000 volunteers to grow girls’ cricket so there are 2,000 clubs with girls' sections and 6,000 girls' teams by 2026.

It is exciting to see all the positive changes that are coming out of women’s sports and I am personally excited to see more changes like these in women’s sports.

Hello and welcome to yet another exciting episode of the “Sports CDP Crash Course”, I’m your host, Lorraine Moalosi, thank you for joining me. Whenever I interview people I usually start off with an ice-breaker so I thought that this time I would start with a joke since I am riding solo. Here goes nothing and everything, Did you hear about the football team that couldn't get a stadium Wi-Fi signal? Turns out, they needed better "reception"!

Speaking of better reception - today we are discussing how to convert social media followers into known contacts. This is the most effective way of making sure that stadiums are always filled out at every game so that the team playing on the field can have the best reception ever while the team off the pitch continues to create sustainable revenue for the sports organisation in question. Whether you're part of a league, club, or federation, turning those likes and follows into tangible data can significantly enhance your marketing efforts and fan engagement. So, let's get started.

Our first strategy is to offer exclusive content. Fans crave unique, behind-the-scenes access to their favourite teams and athletes. By providing exclusive content like training sessions, player interviews, or early announcements, you can encourage fans to register with their email addresses to gain access. Promote these offers across your social media channels to capture the interest of your followers. One of our customers has been capitalising on their OTT platform to ensure that fans who cannot attend games for any reason can still be part of the action by purchasing a season pass or a single match ticket.

Next, consider running contests and giveaways. These are incredibly effective at drawing in fans who love the thrill of potentially winning something. You might offer signed merchandise, free match tickets, or VIP experiences. To enter, fans simply need to sign up with their contact details. Promoting these contests on social media ensures you reach a broad audience and turn that excitement into valuable data. Another one of our customers used an advent calendar to introduce its fans to club sponsors and allow fans to win something or receive something at a very exciting and crucial time - Christmas.

Now, let’s talk about gamification, one of the most engaging methods to convert followers. By incorporating game-like elements into fan interactions, you can significantly boost engagement. For example, you might create a fantasy league where fans can build their own teams, predict match outcomes, or participate in weekly challenges. To join, fans need to register with their contact details. This approach not only gathers data but also keeps fans deeply engaged and coming back for more. It’s very important to highlight the fact that converting social media followers into known contacts is not something to be done as a one-off thing but rather this should be done continuously. Gamification is one of the most exciting ways to do this without exhausting your supporters. We talk about this in-depth in our course for C-level executives, “The 4  Fundamentals of Selling Tickets and Merchandise”. Make sure to enroll to learn more. In the course, we give an example of a club who managed to get just under 12 000 followers to convert to known contacts through gamification in one single campaign. This is not something to miss so make sure you enroll.

Similarly, you can use quizzes and polls. These are great for sparking interaction while collecting contact information. Create quizzes on sports trivia, player stats, or upcoming fixtures, and require fans to submit their answers via a form. Polls on social media about favourite players, match predictions, or fan experiences can also help in gathering valuable insights and contact details. Another effective strategy is offering personalised experiences. Fans love to feel special, and providing opportunities for personalised interactions...

An increasing number of supporters expect to receive some form of content during the off-season. Moreover, with the rapid increase in content creation and consumption across different platforms and channels, the demand for additional sports content has also grown. According to Nielsen’s 2022 global sports marketing report: “the demand for content related to a live event (match announcements, highlights, recap videos, etc.) is almost as high as it is for digitally delivered events themselves.” 

That’s why this episode of the podcast is dedicated to delving deeper into the fourth component of our “10 components you need to include in your sports marketing” series. And this component is - Content is King.

The interest in sports content (both related to and not related to live sports events) is becoming more important, especially among the younger generation. This is a crucial piece of information since the same generation, Generation Z, also is the biggest global consumer cohort – with a spending power of a whopping $140 million in the US alone.

Examples of content that sports organizations can leverage to get their highest fan engagement to date, include:

• Videos centered around pre-game events, post-game events, and some behind-the-scenes footage in practice, for example
• Video on Demand content that can be delivered specially to individual supporters upon request. You can do this through both traditional television broadcasting and over-the-top streaming platforms
• Another type of content that sports organizations can leverage is content generated by the supporters themselves. This content is usually created and shared via social media, with TikTok and Twitch having the highest usage rate gains in comparison to other platforms between April 2020 – August 2021.
• Fantasy sports games are another fantastic way in which sports organizations from leagues to clubs, can use content to engage fans. Fantasy sports allow a fan to act as the owner of a team and give them the power to cut (drop), sign (draft), and trade the players of their choosing. Where points and standings are given based on an athlete's true performance in games.

There are different types of content that you can really leverage to increase fan engagement to the highest it has ever been in your sports organization. Some other types include sports scores, statistics, game summaries, sports news, photographs, video and audio files and or podcasts, and other similar sports-related information and services, in text, multimedia, or any other format.

As you can see, there is a mountain of opportunities for content creation that sports organizations can leverage and monetize.

But how can you achieve this in a way that guarantees results beyond your expectations?

By collecting relevant data about your supporters, using a Sports Customer Data Platform so you can uncover the necessary insights about your supporters in order to understand the type of content your supporters want and the channels and/or platforms they would prefer to interact with your content. Once you have uncovered these insights, you will be able to deliver hyper-personalized content to your fans from the same platform, the sports CDP.

Try our DEMO for free today!

This is a continuation of episode 76, and we are discussing strategic optimization of commercial activities throughout the sports club's annual cycle is necessary. By aligning all efforts with the different phases of the annual cycle, clubs can capitalize on opportunities and drive value creation. In episode 76, we discussed the different phases of a sports club’s annual cycle and the type of commercial activities that can be leveraged in those phases to drive revenue, fan engagement and maximize long-term success. We focused only on the pre-season and season. Today we will discuss playoffs, season breaks, and the postseason.

In this day and age, sports organizations possess powerful platforms that can be leveraged for the greater good. And addressing issues related to injustice and inequality are two pivotal examples. Deloitte described this ever so eloquently in their US sports outlook 2021 report when they wrote: “Social justice has become so critical that future growth will likely be predicated upon how authentic organizations are in responding to this challenge. Players and fans increasingly expect leagues and teams to play a proactive role in the social justice movement. Deloitte’s Global Millennial Survey 2020 supports the notion that a proactive response to social injustice may be especially important to younger generations, many of whom tend to be more values-driven in how they engage with brands and businesses.”

That is why today’s episode is centered around making social justice a key component of your marketing strategy. Please note that we are not encouraging you to exploit social justice courses for the sake of marketing your sports organization. We are rather, encouraging you to find the course that your organization is passionate about and then make a concerted effort to make a difference within that area. This is such a crucial distinction because we as human beings are very good at spotting when someone is being disingenuous. So the key here, just like the Deloitte report so eloquently put it, is authenticity.

This is something that Alba Pardo, the co-founder of the Women in Action Sports, also spoke about when she guested on the podcast in episode 34. So, do check that episode out. In a nutshell, making social justice a part of your marketing strategy is saying to your supporters, we see you and we hear what you are passionate about. We will meet you halfway to ensure that, together, we build a more equal sports industry.

Moreover, it is important to note the intricate relationship between sports and society. Research continues to prove that this relationship yields significant benefits for everyone involved. Not just the societies themselves, but the individuals that make up that society as well. Some people say that sports and politics don’t mix. And by politics, they include things such as protesting against discrimination on the basis of race, sexual orientation, for example. I don’t aim to substantiate or discredit this statement in this blog post, but I want to rather highlight an important fact that we overlook when we fixate on this line of thought. This fact is that sports is a mirror of society. And because of the deep sense of belonging and identity sports evoke in fans, sports can be a very powerful force for change in society.

In this episode, we dive into the dynamic intersection of sports, AI, and data with Rajesh Dusouza, the Business Development Director at Data Sports Group. With over 20 years of experience in the sports industry, Rajesh shares insights into the transformative role of AI and data technologies, shedding light on their impact on player development, fan engagement, and overall sports management.

Rajesh emphasizes the democratization of AI tools, making them accessible to non-technical professionals, and shares success stories of clubs leveraging gamification and moment marketing for increased fan interaction and sponsor engagement. Looking ahead, Rajesh predicts significant advancements in adopting AI and data-driven technologies in the sports industry, with smart stadiums and enhanced fan experiences leading the way. 

Welcome to this week’s episode of our podcast, where we are thrilled to have Marisa Schlenker as our special guest. Marisa is a remarkable individual whose passion for community and its transformative power in the sports industry is truly inspiring.

In this episode, we dive deep into Marisa’s journey and explore her unwavering dedication to fostering a sense of belonging and unity within sports communities. With her extensive experience and expertise, Marisa sheds light on the pivotal role that community can play in bringing about real, tangible value and driving positive change within the sports world.

As we explore these topics and so much more, Marisa’s passion shines through, inspiring listeners to reflect on the power of community within the sports industry and beyond. This episode is a must-listen for anyone interested in understanding how community-driven initiatives can bring about real change, foster meaningful connections, and create a more inclusive and vibrant sports environment.

Marisa Schlenker is a former professional football player with semi-professional and professional playing experience in Sweden, Spain, Germany, and the USA. With 10+ years of experience in the sport for the social development sector, she has worked on a variety of projects and initiatives which position sport as a contributor to sustainable development goals. As a monitoring, evaluation, and learning specialist she has worked with key players in the football for purpose, gender equality, and social activism space including Discover Football, EIR Ggwcup, FARE Network, Yunus Sports Hub, and Common Goal.

She is committed to doing her part as a football fan, coach, and player to do more and in an accelerated way around environmental and social sustainability and climate action. As a programme manager at Yunus Sports Hub, she gets to work with and learn from a dynamic and diverse group of young sports social entrepreneurs who are creating positive change in their local communities in and through sport.

Here are some links to sports for development resources:

1. Sportanddev platform: https://www.sportanddev.org/

2. GIZ Learning Hub: https://www.sport-for-development.com/learning-lab

3. IOC Young Leaders Learning Hub: https://olympics.com/ioc/sport-and-active-society/young-leaders/learning-hub

4. Women Win- The Learning Playground: https://playground.womenwin.org/

4. Bridging the Divide in Sport and Sustainable Development: https://www.iir.jpnsport.go.jp/en/sdgs/#page=1

Podcast art image credit: EUSA

Did you know that for some sports fans being identified with their favorite team is more important than being identified with their work and social groups, and as important to them as being identified with their religion? Sports provide a sense of belonging and identity for fans who get to experience the highs and lows of the teams winning or losing together. Sports fans are known for their intense loyalty. But I am sure you already know all this of you are working in the sports industry.

But did you know that according to a study conducted by Nielsen’s Sports, almost 40% of fans believe that male sports is money-driven. So, there is a disillusionment of sorts taking place. That is why in today’s episode we are focusing on the topic, “Fans just want to be seen” and we have a perfect example case of this.

Recently, one of our customers launched a campaign using our platform. The campaign was simply about thanking the fans for their continued support. See, this particular club had broken a lot of records, and they fully understood that this could not have been possible without the fans, and they wanted the fans to know that they knew this and appreciated it. There were no. “buy tickets now” or “buy merch here” CTAs. Just thank you. And do you know what happened next?

The club’s fans made six figures worth of purchases, of which a total of 89% was membership renewal. This campaign was the club’s biggest campaign in revenue created since starting to work with us. The moral of the story - fans just want to be seen.

So, how can you ensure that your club’s fans are seen and acknowledged?

Firstly, give credit where credit is due, just like in the example case we just looked at. Send out thank you campaigns. And get specific. Saying thank you for your support and then slapping someone’s name in the campaign might seem disingenuous. So, specify the moments in which your fans' support was crucial. E.g. maybe you recently won or lost the playoffs and got relegated to a lower league, thank the fans for being there and communicate the significance of their support.

Secondly, send out the right offers to the right segments. For example, if you have a membership scheme, why not create exclusive content, discounts and perks that you know your members will appreciate. For non-members, why not tell them a bit about the club and offer them experiences such as meet and greets so that they can become members. Remember, fans don’t want to be used for their money, they want to be seen.

Thirdly, stay consistent and transparent. Maintain consistent and transparent communication with fans regarding team decisions, policies, and changes. Even if the news is not positive, honesty and transparency can build trust. Trust is crucial to any relationship, and the fan/club relationship is no exception.

Most importantly, remember to maintain an emotional connection with your fans. That is the key to increased loyalty. An emotional connection with fans has many benefits. For example, Emotionally engaged fans are more likely to be actively involved in supporting the team. They attend games, buy merchandise, and share their passion with others, contributing to the club's success both on and off the field. When fans have positive emotional experiences with a club, they are more likely to share their experiences with others. Word-of-mouth marketing and positive testimonials can attract new fans and customers. And finally, clubs with emotionally connected fan bases are more likely to experience long-term success. This is because fan loyalty and engagement are valuable assets that contribute to sustained growth and prosperity.

Meet Alba Pardo, co-founder of Women in Action Sports Network.

We sat down with Alba to talk about:

• being a woman in action sports
• all the exciting changes happening within the sports industry
• the importance of community building
• practical tips to help sports organizations to build strong and inclusive communities

Alba and the team over at Women in Action Sports Network have an Entrepreneurs Bootcamp happening in Spring 2023!  "In just 3 days, we’ll define your business vision, identify your ideal client or customer, build your strategic plan to create a thriving business that meets your lifestyle goals and honors what’s most important to you.

Whether you’ve been in business for years and need a revamp or whether you’re just starting out with your first iteration, you’ll walk away clear-headed, excited, and with the tools and community to accelerate your business immediately"

“What story are you writing? Together, we can create a more inclusive working life where more people feel seen, heard, and safe”. These are the words you see when you land on Anna Blixt’s website. Anna Blixt is an expert diversity and inclusion educator and facilitator with a strong passion for improving the work lives of others because she believes that the workplace is the perfect starting point for societal change. Today we get to talk to Anna about the importance of diversity and inclusion in sports.

Listen to this episode to learn more about:

1. Anna's story and her involvement in the sports industry
2. The importance of bringing into the discussion people with different opinions on diversity and inclusion instead of just talking to those who are already in agreement
3. Some of the reasons women/girls drop out of sports at a higher rate than men/boys
4. Opportunities for bringing more diversity and inclusion to the sports industry
5. Some of the positive changes we have seen so far in the sports industry

In this episode, we discuss an awesome project called, Correct the Internet, which friend to the show, Rebecca Snowden, a former New Zealand Fern, is one of the founding partners.

If you would like to hear more of Rebecca's thoughts on the women's sports space, check out this episode where she was the guest.

Our next guest is a former American football player who played for the University of Iowa, London Blitz Football, and the Italian National Team.

Palmer Foster, now the Director for the UK and Ireland here at Data Talks, went from ensuring that his teams won on the field to becoming a sports business and technology expert with a Master of Science in Business Management from Durham University Business School.

Today we sit down with Palmer to discuss his journey in sports and the work he is doing to transform the UK and Irish sports industry’s commercial performance. 

In this episode of Sports CDP Crush Course, we host Nancy Hensley, a dynamic leader in AI and data-driven technology and a founding member of Mercury 13. This revolutionary ownership group focuses on acquiring majority stakes in women’s football teams across Europe and Latin America. Nancy shares her journey into the sports industry, emphasizing the transformative potential of AI in reshaping how sports are consumed.

The discussion explores Mercury 13’s mission to challenge the ownership paradigm in women’s football, advocating for sustainability and profitability. Nancy underscores her commitment to empowering female athletes through data and analytics, promoting a player-centric approach.

For more insights and to connect with Nancy, check out her profiles on LinkedIn, and Twitter.

Our next guest is the CEO of Women in Football UK, an organisation that empowers women, men and non-binary people in the football industry with the knowledge, expertise, and support to create a brighter, more diverse future within football. On top of that, Yvonne Harrison has served as director and advisor to many different organisations within the sports industry, and she is also the founder of StryveUK, a company that exists to help individuals and businesses be better and do better.

Yvonne shared her insights on the following topics:

• the role of a leader in the sports Industry: how to continuously improve
• key factors that set successful sports organizations, projects, and individuals apart from the rest
• how women´s football clubs can capitalize on the current momentum and increased attention.

Women in Football UK is a network of professionals working in and around the football industry who support and champion their peers. As mentioned by Yvonne in this episode, the BeInspired Conference was hosted by Women in Football at Wembley Stadium in London on 15 and 16 March this year, with a full focus on the women's game. You can access all the conference sessions in this playlist. 

You can follow Women in Football UK on Twitter, and please make sure to follow Yvonne on Twitter and LinkedIn.

And if you would like to be part of the fantastic Women in the Sports community, please join Women in Sports: Beyond the hashtag 

Meet August Berg an academy coach at BP FC here in Sweden. He is also a sports CDP advisor here at Data Talks with a passion for helping sports organizations engage with their fans better than ever before.

We sat down with August to discuss:

1. the importance of academy football
2. the challenges academy football face
3. changes needed to make academy football the best it can be
4. and of course, we discussed August's journey in academy football and why it was important for him to get involved in the business side of sports by working at Data Talks as a sports CDP advisor.

About Data Talks:

Data Talks helps you to create a world-class supporter experience, based on your data. With their leading-edge Customer Data Platform (CDP), you can build personalized fan engagement by collecting, analyzing, and acting on your data. First, you collect supporter data from scattered sources, such as websites, email, social media, apps, ads, plus more, into one place. Then you get a 360° profile view where you can discover valuable insights. Last but not least, you act on your insights using automated campaigns to create an outstanding supporter experience!

Try our DEMO for free today

Meet Lucy Mills

From working with the FC Barcelona Foundation and Impact Youth Foundation Ghana to being a member of the Board of Directors at Lewes Football Club, UK, and a  Contributor to the International Working Group on Women and Sport, and co-founding READY - a community of industry professionals coming together to learn about innovation, technology, and Web 3.0, Lucy Mills is indeed leaving her mark in the sports industry and contributing to the betterment of sports for all.

Because Lucy is so multi-faceted and has contributed to the sports industry through such varied projects, we could not fit everything into this podcast. So we limited our scope to focus on:

1. her work with the F.C Barcelona Foundation 
2. how she is contributing to sports as a member of various boards across different countries
3. how sports organizations can contribute to equality within the sports industry
4. why she has dedicated so much of her time and efforts to serving the sports industry

Don't forget to connect with Lucy on LinkedIn and direct whatever questions you might have for her to her. She is always keen to connect with more people.

From working as a consultant in both the private and public sectors in New Zealand to working as a business analyst in the Financial Services Industry and Tableau consulting, Eva Murray is an expert on all things data and working data-driven. And now, as Lead Evangelist at Snowflake, one of Data Talks’ solution partners, Eva helps organizations have more impact with data and drive the adoption of technology to achieve a substantial return on investment, we are more than thrilled to have Eva Murray on the podcast.

Here are some of the topics that Eva discussed with the team in today's episode:

1. business opportunities and challenges a Sports Organisation can create by utilizing that data
2. unique capabilities Snowflake brings to platforms such as Data Talks' Sports CDP
3. Data sharing, data clean rooms and data analytics

Find out more about how Data Talks and Snowflake work together here: Data Talks Helps Sports Brands Score More Sales with Snowflake’s Data Cloud

In this episode, Karen Ramirez, the founder of Sporting Sheores, returns as a guest host to focus on the vital role of coaching in sports, both on and off the field.

We celebrate Simone Biles’ remarkable comeback, showcasing the importance of mental health in sports. We emphasize the need for athletes to prioritize mental well-being, mirroring the ebbs and flows of sports and life.

Join us in recognizing the impact of coaching, resilience, and mental well-being in the world of sports. 

In this episode, our Lorraine Moalosi sits with Meskerem Tadesse Goshime, the Head of Women’s Football at the Confederation of African Football (CAF).

Meskerem shares her inspiring journey from a young football enthusiast to a key figure in the development of women’s football in Africa. We explore the progress made, including increased acceptance, growing competitiveness, and the emergence of talented players. Meskerem discusses the importance of investing in developmental competitions and professionalizing women’s football leagues.

Join us as Meskerem shares her vision of empowering the next generation of girls in Africa to pursue football careers.

In this episode, we will give you a concise guide on how you can win over Gen Z fans.

1. Focus on World-class fan experience in and outside the stadium -this is something that we touched open in our previous episode with Julia Roca Valverde. Instead of just the game, as was previously the norm, focus on the entertainment value as well. A sport that is doing this well over in the United States is boxing. Which is now one of the top three fastest-growing sports in the US. Boxing uses influencers as a marketing tool to generate buzz and excitement about the sport. This buzz is often felt both online and offline, both in stadium and outside of the stadium.
2. Prioritize your OTT platform - stop just relying on traditional broadcasting. OTT is where the magic happens too. Did you know that the Spanish football league LaLiga has streamed a whole match on TikTok? This generated 733,000 total viewers while the conventional broadcast on TV channel yielded an average audience of 678,000.
3. Take advantage of technology - we have come such a long way with technology it would be a shame if you did not use this to your advantage. Technologies such as NFTs, VR broadcasting, and virtual fan clubs increase entertainment and engagement value for fans, thus increasing loyalty.
4. Engage through social media and influencers - we mentioned TikTok earlier. Use social media to your advantage. Use it to listen in on what your fans want, what they are talking about, and so forth.

But remember, doing any of the above will only have limited results if you are not working data-driven and with software that has you covered in all areas. Areas such as deep insights on your fans' web behavior and purchase behavior. You won’t really know what your fans want and therefore cannot give whatever that is to them without a sports CDP.

Whatever campaigns you run and however way you run them, you always want them to perform well. So whether you are sending out an email campaign for your latest limited edition jersey release or sending an SMS campaign reminding your previous season holders to renew their season tickets for your current season, the hope is always that you will achieve your goal. In order for you to understand the performance of any of your campaigns, you need to have some metrics you can measure.

In the first instance, the measurements that people think about are your typical delivery-rate, open-rate, click-through rate, click-to-open rate, unsubscribes, bounces, and complaint rates. These are very good to know because they help you understand the relevance of your messaging because people only open emails they find relevant to them and only unsubscribe if they find what you are saying to be a nuisance more than helpful. Or maybe once again, it’s just simply because they find your messaging irrelevant. If you have too many bounces, that clearly indicates the quality of your supporter database. 

While these metrics are fantastic to know, you also want to know something even more important: the monetary performance of your campaign. You want to know the number of unique customers and total orders. But you also want to know the Daily breakdown of revenue per Campaign, the total revenue of each campaign, the Daily breakdown of Orders per Campaign, Top 10 Sold Products on Campaigns. But you also want to go deep and know things like Recency Supporter Status before Purchase, Frequency Supporter Status before Purchase, and Monetary Supporter Status before Purchase.

Okay, let’s break this down a little bit to give an in-depth understanding of how you can effectively measure campaign monetary performance. This is crucial because you want to identify the campaigns that bring in the most revenue and be able to keep doing it over and over again while increasing your revenue. Because that is the biggest goal: you want to bring your supporters’ average spending to as high a number as possible. That is the only way to increase revenue in a sustainable way. Let’s look at an example, shall we: 

You want to increase ticket sales for your last three games of the season. That’s your goal, so you send out an email campaign asking your supporters to celebrate the end of the season with you because there is no one better to celebrate with than your fans, right? Once you have sent this out, you will see a spike in ticket sales, but you want to understand which of your supporters responded and engaged the most with your campaign. So you would go into the Campaign Monetary Performance section in your analytics framework on the Data Talks Sports CDP. There you will find all the out-of-the box dashboards with in-depth metrics.

And from the dashboards, you will understand that:

200 of your supporters bought tickets

And a total of 1 000 tickets were bought by your supporters

You will notice that half of these purchases were made within the first couple of hours after you had sent out the campaign.

From your dashboards, you will get an understanding that the supporters who bought these tickets belong to your low-spenders segment and that the majority of them were idle and occasional supporters - those who purchase only when there is a special event (such as celebrating the end of the season). You will also be able to see the geographical location of these fans. In this instance, you would find out that the supporters in neighbouring towns would be the ones that are idle and occasional supporters and, therefore, would have been the ones to interact with your campaign.

From this one campaign, you would not only understand the monetary performance of your campaign, but you would also understand how to engage your idle and...

We are thrilled to welcome Karen Ramirez as our guest host for this week’s episode, marking the beginning of her monthly updates on current affairs in the sports industry. As the founder of Sporting Sheroes, Karen brings a wealth of knowledge and experience, particularly in sponsorship development for women in sports.

In this episode, Karen shares her diverse background spanning various industries and her passion for helping athletes and teams find the right sponsors. She emphasizes the importance of economic empowerment at grassroots levels and the need for diversity in boardrooms and leadership positions. Karen expresses her excitement at having joined the Women in Sports: Beyond the hashtag community and reflects on the ways in which the community has positively influenced her journey, but also discusses the power of podcasts in driving change.

You are invited to actively participate in the podcast by suggesting burning topics or questions you want Karen to discuss. Together we can create a dynamic dialogue and drive positive change within the sports industry.

Join us as we embark on this exciting journey with Karen Ramirez, our dedicated and passionate guest host, providing valuable insights and updates from the ever-evolving world of sports.

In-house vs. outsourcing fan data analysis – are you currently at the crossroads of having to choose between the two? That is, whether your sports organization should collect and analyze fan data yourself (do it in-house) or you should outsource it (let an agency do the job). There are three main challenges that outsourcing fan data analysis can bring about:

1. No one knows your sports organization better than you - some of the knowledge you have in-house has taken years to accumulate and master. And this is something an agency simply cannot replicate. Sure, they can help you analyze your data, but can they really help you draw the necessary conclusions from that data? Or more importantly, give you the insights that truly matter for your sports organization in order to make the right decisions? No matter how much ongoing communication there is between you and your partner, there is simply never enough time for them to truly understand your business as well as you do. Moreover, it is also likely that you cannot share all of your business secrets with them. And as a result, your agency partner risks giving you limited, or worse, the wrong information about your fans. For example, instead of getting the right report in minutes, you get it whenever your consultant has time.
2. Unclear return on investment (ROI) - relying on an agency to do the job for you can end up being costly. Consequently, your return on investment (ROI) is unclear. Even if you set a target for your ROI, it can be difficult to evaluate whether the agency you choose will deliver on it. As mentioned under challenge 1, an agency does not know enough about your business. So they can only rely on the information they have received from you. But then again, even with this information, a high or even just a slightly positive ROI can still not be guaranteed. Because your agency simply does not have enough information and understanding of your business to deliver on your ROI objectives.
3. Exclusively outsourcing fan data analysis is a short-term solution in an ever-changing digital world - sports organizations need to rely on data in order to make informed decisions for their different marketing activities as well as their overall strategy. But this becomes limited when working with an agency instead of owning this process in-house. You risk getting outdated data and insights, since you’re not receiving your data insights in real-time from your outsourcing partner. 

Being able to act in-house is a huge advantage. Because then you will be able to actually gain the necessary insights you need to be able to:

• Make informed and more accurate decisions – both for your marketing efforts as well as decisions affecting other parts of your sports organization.
• Receive full control over your data analysis – from collecting data to analyzing and acting on it.
• Receive improved results from your marketing efforts – such as increased ROI on your marketing campaigns.
• Help build digital specialisms internally and foster digital skill sets – enable your teammates to become digital specialists themselves and foster a mindset of working digitally in-house.
• Grow and scale – thanks to your employees becoming experts themselves, having internal specialism in-house will help your sports organization grow and scale.
• Increase creativity – thanks to internal specialism, the creativity among your employees will likely increase.
• Decreased cost – from not having to rely solely on an agency to do the job for you.
• Increase transparency – since your sports organization has control over the entire ecosystem and process of collecting and analyzing your fan data.
• Greater control over your brand strategy and execution by it

doing your fan data analysis in-house, you will be able to:

• Get actionable insights from your fan data much...

Today, we're diving into a topic that's crucial for any club looking to dominate on a global scale: international expansion. Specifically, we'll explore how you can leverage supporter data to identify and target untapped international markets, creating tailored campaigns that truly resonate. By the end of this episode, you’ll have practical insights into how to use gamification, segmentation, and A/B testing to grow your global fanbase and boost your bottom line.

To kick things off, let’s talk about why data is your best friend when it comes to expanding internationally. Unlike a one-size-fits-all approach, data allows you to understand the nuances of different markets—what motivates fans in one region might be completely different from another. Take for example, a club like Bayern Munich. By analyzing supporter data, they could discover that fans in Southeast Asia are particularly passionate about youth development. With this insight, Bayern Munich could tailor content, merchandise, and even partnerships that highlight their FC Bayern Campus, which would resonate strongly with this audience. But data does more than just tell you what fans like; it helps you reach them effectively through strategies like gamification, segmentation, and A/B testing. 

First up, let’s talk about gamification—a fun and engaging way to draw in new supporters. Imagine launching an app-based game where international fans can “manage” their own version of your club, making decisions on transfers, line-ups, and match tactics. The game could be tailored to introduce club history, player stats, and match highlights, gradually turning casual players into passionate fans.

For example, Bayer Leverkusen could create a campaign where fans from targeted regions, say India and Indonesia, earn points for engaging with the club’s content, buying merchandise, or attending virtual events. These points could be redeemed for exclusive digital content, discounts, or even a chance to meet players virtually. Gamification not only attracts new fans but also provides you with valuable data on what motivates these fans, enabling you to refine your strategies further.

Next, let’s discuss segmentation—a critical tool for identifying the right supporters to target with your campaigns. The key here is to group your international audience based on specific attributes like age, location, spending habits, or engagement levels.

Let’s consider VfL Wolfsburg, which might discover through data that they have a significant number of highly engaged fans in China who frequently engage with digital content but have never purchased merchandise. A segmented campaign could target this group with a special offer: a limited-edition Bayern Munich jersey that celebrates Chinese New Year, bundled with a virtual meet-and-greet with a popular player.

In this case, the segmentation attributes would include:

Location: China

Engagement Level: High digital interaction

Purchase History: Low merchandise purchases

The relevance? The offer ties directly into the cultural context of Chinese New Year, combined with the emotional appeal of meeting a player, making it more likely to convert these highly engaged but non-spending fans into buyers.

Finally, we can't overlook the importance of A/B testing. This is where you take your segmented audience and test different versions of your message to see which one resonates best.

For instance, let’s say you’re RB Leipzig, and you’re trying to increase ticket sales for a pre-season tour in the United States. You might A/B test two different email campaigns: one that highlights the opportunity to see new star signings in action, and another that emphasizes a family-friendly experience with activities for kids.

By running these tests, you can determine which message drives more conversions. If the family-friendly message performs better, you now have...

Clubs have many goals they need to achieve. Which is why it is important to have key performance indicators (KPIs). These let you know how you are performing against your goals. Are you reaching your goals, all the time or once in a while if at all? In episode 24 we discussed this very topic of KPI and we talked about what they are and why you need them. So this episode is a sequel to episode 24 but this time we will focus on the 5 KPIs all clubs should be focusing on. And in no particular order, these are; 1. Ticket sales 2. Merchandise sales 3. Matchday attendance 4. The value of your sponsorship agreements and finally number 5. The revenue you get from all of the other four KPIs. Let’s dive right in then shall we?

So ticket sales is the first KPI. And if you remember in episode 24 we said that your KPIs and goals should be smart meaning that they are specific, measurable, achievable, relevant and time-bound. When setting ticket sales as a KPI, you want to be able to answer questions like how have our ticket sales been in a specific time period. And for all clubs the goal is to increase ticket sales or if you are always at full capacity a 100% of the time (which is impossible), you want to keep those numbers consistent. The reason you want ticket sales as a KPI is that this is the strongest indicator of your fans loyalty and the success of your ticketing campaigns have huge impact on your merchandise sales, sponsorship and matchday revenue.

The second KPI is merchandise. Merchandise sales are a good revenue source for any club so of course you want to ensure that you are increasing your merchandise sales. Once again, when tracking this you have to make sure that you have specific goals for a specific period so that you can measure the effectiveness of your merchandise sales.

Just because people are buying tickets to your games does not mean that they end up attending the game. No-shows are such a common occurrence in sports that clubs have had to be innovative to tackle this issue. A great example of this is FC Midtjylland who adopted a subscription based ticketing model to discourage no shows. Listen to the discussion that our CEO and Founder Stefan Lavén had with the ticketing manager of FC Midtjylland Martin Jacobsen in episode 49 of the podcast. Matchday attendance is a KPI that you need to keep a close eye on so that you make sure that your stadium is as full as possible.

Number 4, you need to keep an eye on the value of your sponsorship agreements. Have your agreements been growing in value in the past two years or so? Which sponsorship have proven to have the highest engagement and/or return on investment in the last 5 years? Which potential sponsors do your supporters have a strong affinity and interest in and how would that possibly impact your sponsorship value in the next 5 years? There are so many KPIs you can track so do it. Track the value of your sponsorship agreements.

Last but not least is revenue. Has your revenue increased or decreased in the past season? Are you forecasting it to grow in the future or decrease? How much of your revenue comes from your ticket sales, merchandise sales, matchday purchases and sponsorship agreements? And are all categories...

Did you know that fan engagement is much broader and more meaningful than just getting likes on your social media channels? That you can actually activate your fans so that they can create positive sentiment, thoughts, and connection with your sports organization on your behalf? Learn how you can increase fan engagement with a sports CDP. 

Key takeaways:

1. It is important to have a contact database and not just followers
2. The larger your contact database, the more revenue you are likely to make, especially in the way of sponsorships.
3. You can grow your contact database by getting started with email marketing

Excerpt: Do you want to know how you can generate 6 figures from one campaign just like our customer AIK did? Then you have come to the right place. Because today we are going to be learning about how you can grow your contact database. We will look at one very powerful way you can grow your contact database today. Anyone can get started right away. Whether you are a small sports organization with limited resources or you are a world-famous sports club. Listen to the very end so you come away, one step closer to six figures for your own organization.

Growing your contact database has become increasingly important nowadays. In recent months, many of us in the sports industry read about how Barcelona lost out on a higher sponsorship deal with Spotify because, although they had about 300 million social media followers, they only had about 3 million contacts in their database. Which is about only 1% of their total followership. From just this case alone, we learn that:

1. It is important to have a contact database and not just followers
2. The larger your contact database, the more revenue you are likely to make, especially in the way of sponsorships.

Transcript

You often hear about collecting data but do you know what data you are meant to collect, why you are meant to collect it, where to collect it, and the best practices for collecting data? Today we are here to shed some much-needed light on all of this. 

First question: What is data? There are many different kinds of data one can collect but in today’s context, we are focusing on supporter data. Supporter data refers to information that relates to an identified or identifiable individual supporter.

Depending on where you get this data, it can either be classified as zero-party data, first-party, second-party or third party data. The difference in all of this is in who you collect this data from and how. For example, zero party data you get from direct interaction with a supporter for example. Think quizzes, surveys, and those sorts of interactions. First-party data gives you insights from the analytics and the web behavior of your supporters. Second-party data is another organization’s first-party data that they share with you. While third-party data is information collected by companies that don't have a direct relationship with supporters. First-party data is the data you should be aiming to collect.

Why should you collect supporter data in the first place?

Because then you can analyze this data and act on it. This is crucial for any organization, and sports organizations are not an exception. Collecting data allows you to work in a data-driven manner. This in turn helps you:

• Sell more tickets and merchandise by delivering hyper-personalized supporter experiences
• boost your sponsorship value by approaching sponsors which your supporters have a high affinity for
• Increase fan engagement and loyalty by delivering the right message to the right supporter at the right time and through the right Channel
• Basically, filling out the stadium at any given chance

How can you use a Customer Data Platform (CDP) to meet and exceed your departmental and organizational goals? Listen to today's episode to find out more on invaluable CDP use cases.

Join host Lorraine Moalosi in a new episode of Sports Crash CDP, featuring Vanessa Åsell-Tsuruga, Founder of Collective Visibility. As an Advisory Committee Member at the Indian Sport Management Association and a Digital Commission Advisor at the World Squash Federation, Vanessa’s impact on global sports is profound. A six-time marathon finisher and avid volleyball player, she brings a unique perspective. Discover Vanessa’s journey, her advocacy for diversity in sports leadership, and the transformative power of Collective Visibility in this inspiring episode. Whether you love sports or champion diversity, this conversation is a must-listen!

More on Vanesa Åsell-Tsuruga

GLOBAL CITIZEN

Vanessa is a globally experienced professional who has resided in Stockholm, Barcelona, London, Tokyo, Kobe, and Olympia. She speaks English, Swedish, Spanish, and Japanese. Beyond her career, she’s an avid volleyball player who has completed six marathons and is known to frequent places with excellent espresso.

DIVERSITY & INCLUSION

Vanessa’s professional journey reflects her strong belief in the power of diversity and inclusion. She is the visionary founder of COLLECTIVE VISIBILITY, a global initiative spotlighting 1300+ women in 100+ countries speaking about sports. Vanessa’s mission is to ensure women’s voices are integral to sports thought leadership and included at sports summits, events, academic conferences, and media outlets. A significant achievement under Vanessa’s leadership is reaching the goal of 1000 speakers from 100 countries in less than 1 year through self and peer nominations.

GLOBAL SPORTS MANAGEMENT

Vanessa’s diverse career encompasses sponsorship activation, content, and sports marketing across various sports and properties, including FC Barcelona, NBA, Golden State Warriors, Stephen Curry, Davis Cup, French Open, World Athletics, World Para Athletics, Rakuten Eagles, Rakuten Monkeys, Stockholm Marathon, and the Swedish Floorball Federation. She is also a member of the World Squash Federation Digital Commission.

Vanessa holds a senior management role in the Marketing Division of Japanese internet services giant Rakuten, where she manages a diverse team of digital and creative talents from 11 countries.

ADVOCATE

In 2023, Vanessa was recognized as a LinkedIn Top Sport Management Voice, LinkedIn Top Brand Management Voice, and LinkedIn Relationship Building Voice.

Media trained and with a background in journalism, she’s a brand voice in digital sports experiences, fan engagement, and sponsorship activation. Vanessa moderates discussions with industry leaders and serves as a brand ambassador for a women’s career website, sharing insights at global events and podcasts.

ACADEMICS

With a Master’s in Olympic Studies, she is a dedicated Ph.D. student at Waseda University, Tokyo, researching the inclusion of women in sports thought leadership within the Sport & Entertainment Management Lab.

Indian Sport Management Association advisor: Objective is to become the driving force in the development of sport management scholarship in India.

In this month’s guest appearance on our podcast, Karen Ramirez, founder and skipper of Sporting Sheroes, discusses the Women’s Sport Trust report on 2023 visibility and potential shifts in 2024 audiences.

Uncover rising stars and key tournaments in golf, rugby, and cricket, along with insights into sports sponsorship trends. Explore the impact of new Olympic sports like breakdancing and skateboarding. Karen also highlights emerging sports, such as paddle and pickleball, and speculates on their growth potential.

Tune in for Karen’s “rising five” in women’s sports and engage with her on Instagram at Sporting Sheroes.

We are continuing with our “10 components you need to include in your sports marketing strategy today” series and today’s focus is on leveraging your social media platforms. This is the 6th component we are discussing so if you have missed the first 5, make sure to listen to those too.

According to Nielsen, 47% of people who watch sports on TV or via digital platforms simultaneously watch other live content. Among these different multi-screen viewing activities, social media engagement makes up 32% of this total number. And this number is even higher for Gen Z, where social media stands for 46% of their viewing activities. So it then goes without saying: making social media a part of your sports marketing strategy should be a given. By being present and playing an active role in your supporters’ favorite social media platforms, you are able to:

1. Open a window into the lives of your supporters and understand their specific needs, preferences, and behaviors.
2. Maximize fan engagement by interacting with them on social media, for instance via accounts that belong to your club or athletes.
3. Leverage the social media data you have collected about your supporters to find and create new monetization opportunities.

However, there is a huge mistake that most sports organizations make when it comes to social media. From small clubs to big ones such as FC Barcelona, this mistake is indeed a common one. Many sports organizations actually make the mistake of not converting their followers into contacts in their database. Let’s take FC Barcelona as an example. Out of more than 350 million social media followers, Barcelona only had less than 3 million contacts.

Not converting your social media followers to contacts in your database can limit your sponsorship value and the effectiveness of your communications. So you won’t be able to segment or target effectively, personalization becomes near impossible if you don’t understand your fans. And you can’t understand your fans if they are not even in your contact database.

So how can you make sure that you increase your social media followers while simultaneously growing your contact database? Remember we said that content is king? That’s what you need to leverage to grow your social media followers and contact database. However, it is crucial that you direct your social media followers to one of your own platforms. Here are a few examples of such content:

1. Giveaways where your supporters have to sign-up and leave their contact information
2. Another amazing way you can grow your contact database is to run competitions
3. Promote gated content on your social media. This will require fans to once again, sign-up in order to access the content
4. Subscriptions are another fantastic way of gaining more followers while growing your contact database. Do you have a newsletter or a blog? Are you maybe a bigger organization with a digital newsroom or do you offer regular public relations communications? Then why not create a subscription call to action? Something along the lines of, “subscribe to our newsletter and never miss a thing we do ever again”.
5. Give discounts and vouchers - Everyone loves discounts and vouchers, especially nowadays where “entertainment” is becoming more expensive and sports tickets are becoming more and more expensive. So why not offer your followers discount codes if they sign up for something on your website or any other platforms you own?

In summation, leveraging social media is crucial for every sports organization’s growth.

Try our DEMO free today!

Join Karen Ramirez, founder of Sporting Sheroes, on this DataTalk Sports CDP Crash Course Podcast episode as she previews the Paris 2024 Olympic & Paralympic Games.

Discover the exciting firsts and ongoing debates, from gender parity and family provisions for athletes to the inclusion of new sports like surfing and breakdancing. Learn about the significant changes in women’s sports, including improvements in uniforms and the introduction of prize money for Olympic Gold medalists in athletics.

Tune in for a comprehensive overview of the upcoming Games and how they're set to make history.

Welcome to the inaugural episode of our new series ‘Marketing the Game.’ In this episode, we delve into the captivating realm of sports marketing segmentation – a crucial cornerstone for optimizing ROI and achieving KPIs. 

Join us as we unravel the nuances between static and dynamic segments, spotlighting real-world scenarios where each strategy shines. From crafting tailored campaigns for broad demographics to hyper-personalized engagement based on real-time user behavior, we’ll uncover the power of segmentation in sports marketing. 

Tune in to grasp the essence of striking a balance between these strategies for a winning marketing playbook. This is your ticket to understanding the heartbeat of sports marketing segmentation. Stay tuned for more in our ‘Marketing the Game’ series!

Excerpt: One of the most crucial sports CDP use cases is getting data insights. These insights are important to the success of your organization. Using a sports CDP, to power this process of getting data insights will help you in two main ways: 1) It will help you gain intelligence that you can use to drive all your decision-making processes. Such intelligence includes a better understanding of your supporters. This is what we call active intelligence - the in-the-moment awareness about every aspect of your business, your sports organization in our case, from real-time data designed to trigger immediate insights and actions.

The second way that a sports CDP can give you insights is by giving you actionable data insights. These are specific and relevant insights that lead to actions that can increase efficiency, revenue, and profits. For example, having a better understanding of your campaign performance and your supporters' behavior in this context.

So, what are the organization-wide benefits of using data insights from a sports CDP? 

1. You can monetize your data for better revenue. You can do this by leveraging your contact database to negotiate higher sponsorship value for example. Thus effectively increasing your organization’s revenue. Using data insights from a sports CDP will tell you the brand affinities your supporters have so that you can approach the right potential sponsors right from the beginning. Thus improving efficiency in how you do sponsorship campaigns.
2. Increased upsells and cross-sells is another benefit of using data insights from a sports CDP. When you have your data in front of you and understand the buying behavior of your supporters, you can know which ones to target and retarget, for instance. This goes beyond trying to make the first sale but rather extends to knowing what each supporter wants from you. Through personalization, you can create messages that provide upselling and cross-selling opportunities.
3. On that note, using data insights from a sports CDP will help you with better product development. Products in sports? Yes! The experience you give your supporters at your matches, either online or offline is a product. The merchandise you sell, a product. The stories you tell about your organization online, that is a product. We know that you can wait to get reviews or wait till you see the sales of tickets or merchandise to see how well your products are performing but why be reactive when you can be proactive? We believe strongly that, better supporter experience means better business. And a sports CDP fully supports this. With it, you can do a data drill down to find out, who is buying, what are they buying, when are they buying and how? In this way, you can find new ways to optimize your supporter experience both online and offline.
4. Last but not least, you getting insights from a sports CDP will lead to faster and better decision-making across all departments. Remember the active intelligence and the actionable data insights that we spoke about at the beginning? Just having these alone is a benefit. So straight off the bat, having a sports CDP leaves you better off than other organizations that do not have one. Why? Because knowledge is power. And what you know or don’t know makes all the difference. With insights from a sports CDP, you are always ready for action because you always have specific and detailed information about everything that is going on, thus saving you time and money. You get to make better decisions, quicker.

In this episode guest host Karen Ramirez, founder and skipper of Sporting Sheroes, tackles the critical issue of media visibility for women’s sports.

Karen explores the current state of media coverage, highlights key findings from the Women’s Sports Trust Visibility Report, and discusses the challenges and opportunities for enhancing the profile of women’s sports. She shares practical tips for athletes, teams, and clubs to boost their media presence and engage with fans more effectively.

Tune in to discover how you can contribute to driving greater recognition and support for women’s sports, and join our community in the movement toward more equitable media coverage.

There are many fantastic opportunities available for women's sports today so listen to today's episode to discover a few that you should be taking advantage of today.

Excerpt: "Women’s organizations are notoriously understaffed, underutilized, and underfunded. The marketing push and funding that they get is no different either. So of course whatever marketing solutions they choose to invest in should maximize their budgeting spend by helping them:

1. Build for long term sustainable growth
2. Increase ticket and merchandise sales
3. Fill the stadium at every given opportunity
4. Negotiate better sponsorship and partnership deals
5. Grow a following and increase fan engagement
6. Turn supporters into advocates"

Women in sports: beyond the hashtag - a Data Talks initiative which aims to help improve the visibility of women in sports.

Are you a woman in sports?

Or do you know a woman in sports?

Then consider taking part in our initiative or sharing this initiative with a wonderful woman in sports that you may know.

In this episode of "Marketing the Game," we dive into a pressing debate in women's sports: the impact of giving away free tickets.

Explore the heartwarming pros, where free tickets can ignite a lifelong passion for the sport and create an electrifying atmosphere in the stadium. But we also navigate the financial reality, delving into concerns like revenue loss and the potential devaluation of the sport. Is there a middle ground that champions athletes, supports growth, and ensures financial sustainability without compromising perceived value?

Tune in to explore the complexities and nuances of this important debate in women's sports. Join us as we weigh the options and discuss how to strike a balance that uplifts and empowers. Learn how we've assisted women's sports clubs in navigating this intricate landscape.

To find out more, please contact Philip Nordfeldt for the DACH region, Alex Josimovic for APAC, and Palmer Foster for the UK to learn more and get your support.

Transcript:

Today we continue with our Marketing the Game series. we're exploring a topic that's been sparking debates across the nation – the pros and cons of women's sports clubs giving away free tickets. 

Let's start with the heartwarming pros that can make you believe in the power of generosity. First and foremost, free tickets can be a game-changer for women's sports clubs. They can fill stadiums with passionate fans, creating an electric atmosphere that players thrive on. Imagine the joy on a young girl's face when she gets her hands on a free ticket. It's not just about that single match; it's about igniting a lifelong passion for the sport. And with this increase in accessibility in women’s sports comes greater exposure, and who doesn’t like greater exposure. 

Increased fan attendance is not simply just a statistic; it's the beating heart of women's sports. These fans, new and old, become a part of something bigger, and that sense of belonging can be truly magical. And it is this magic that viewers behold in awe when watching the games on their TV screens or mobiles in the comfort of their homes. Never underestimate the power of a full stadium to transform a match from typical to phenomenal.

But, as we delve into the cons, we must navigate the tricky waters of financial reality. One of the most pressing cons is revenue loss. Women's sports clubs, often struggling for financial support, can't afford to give away tickets without feeling the pinch both short term and long.

Moreover, the issue of perceived value arises. When something is handed out for free, it may inadvertently imply that it has little worth. Can we afford to devalue the hard work and dedication of these athletes? While free tickets may attract larger crowds, they can lead to a lower perceived value of the sport. If something is free, does it mean it's not worth paying for? Furthermore, sponsorship impacts can be a real concern. Sponsors invest in sports for visibility, and if the stands are full of free ticket holders, the value of that visibility can dwindle. 

However, before we make our final call, let's reflect on the emotional aspect of this debate. Can we truly quantify the impact of inspiring the next generation of female athletes? When young eyes light up at the sight of their idols, it's a moment of pure inspiration. And what about fan engagement? The heart of any sport is its fans, and inviting more people into the fold can strengthen the bond between players and supporters. 

But here's the argument: rather than giving away tickets, why not find a balance? Women's sports deserve to...

Join us in this episode as we welcome Edem Spio, co-founder, co-host, and senior producer of the Africa Business of Sport podcast. With a strong background as a director at the Africa Sport Business Group and a strategic advisor at the Golden City Football Club in Johannesburg, South Africa, Edem is an expert in the business of sports.

In this conversation, we explore Edem’s passion for women’s sports, with a particular focus on African women’s football. Discover his insights on the global sports recruitment industry and the exciting opportunities it presents.

Tune in as we delve into the world of sports business, gaining valuable perspectives from Edem Spio, a dedicated advocate for the advancement of women’s sports in Africa.

When it comes to leveraging fan data for commercial success in sports, there are several common questions that organizations often ask. These include: What kind of fan data should we collect? How do we collect fan data effectively? How can we ensure the privacy and security of fan data? What strategies can we implement to increase fan engagement and attendance? How can we leverage fan data to optimize revenue streams? What technologies and platforms are available to help manage and analyze fan data in sports?  As you can hear, there are a lot of questions sports organisations ask and I am sure you have your questions too. 

We often try to answer these questions on this podcast but before I tackle some of them, there are two other resources available to you that I would like to highlight. Firstly, it is our newly launched course, “The 4 Fundamentals of selling tickets and merchandise” which is available for enrollment on Udemy. From the course you will learn about the cost of doing nothing, that is, not taking any decision or action towards addressing the changing economy of a sports organisation and its audience. You will also learn about the role the 4 fundamentals play in helping you increase your sports organisation’ average revenue, ticket, and sales and negotiate sponsorship agreements of higher value, amongst other things. During the course, you will gain insights from sports organisations that have already leveraged the 4 fundamentals to see how they apply to you. This is not a course to be missed because it addresses all the questions in this podcast and so much more. 

The other resource is our CEO and Founder Stefan Lavén’s tech show at Sports Pro Live 2024 on this very topic, Turning Fan Data into commercial success but this time with the League of Ireland, one of the sports organisations we work closely with. This will be another moment for you to take inspiration from a club that is already addressing these questions but this time straight from the horse’s mouth. We will make the session available to listen to on the podcast in the next coming week so if you are not already following the podcast, make sure to do so so you never miss inspiring, practical content ever again. Go on do it now.

Now back to the common questions that get asked when talking about turning fan data into commercial success. Starting with, What kind of fan data should we collect? At the very least, sports orgnisations should be collecting their supporter data with contact information, website data, form data, ticketing and merchandise data and partnership and sponsorship data. Beyond that, it depends on the data sources the organisation has. Do you have OTT, an app, a loyalty program, a newsletter, membership etc. Then this should all be collected. But then what do you do with this data.This data must be merged, cleaned and deduplicated so it can give you more insights into your fans behaviour and their lifetime value to the organisation. The questions, How do we collect fan data effectively and How can we ensure the privacy and security of fan data? Have the same answer. And that answer is by using technology, more specifically a sports cdp - a tool that collects and merges all your data in one place and then gives you actionable insights that you can then use to have dynamic real time segmentation that will ensure your organisation is response to its fans’ needs. Other technologies fall short in these categories so that is why I can unequivocally say every sports organisation needs a sports cdp like the one Data Talks offers. That also answers the question, What technologies and platforms are available to help manage and analyze fan data in sports? A sports CDP is the simple answer. Data Talks’ sports CDP utilises primarily zero party data and first party data making it GDPR compliant. If you want to learn more about this, our course is available for enrollment on Udemy. 

I have answered all...

Hello and welcome to "Sports CDP Crash Course," the podcast where we dive deep into the strategies and insights that can help sports organisations thrive by propelling them to the centre of fans’ hearts and actions so they can become a core part of their fans’ lives. 'm your host, Lorraine Moalosi, and today we’re talking about a crucial topic for ticketing managers and marketing managers: how to sell more season tickets during the summer. Whether you're part of a federation, a league, or a club, these five concrete examples will help you boost your season ticket sales and ensure packed stands when the new season kicks off. Btw we have also created a cheat sheet that sports organisations can use to sell out tickets no matter where they find themselves in the sports’ annual cycle. If you would like to receive this, make sure you contact me and I will send it over to you.

Without further ado, let’s dive into the first strategy for selling out season tickets this summer:

1. Personalised Email Campaigns

First up, personalised email campaigns. For this, it is important that all your data is collected from your various sources and merged in one place, to give a comprehensive and complete understanding of each fan and their consumption and purchase behaviour, amongst other things. This means you can send highly targeted emails based on individual preferences, past purchases, and engagement history.

Imagine being able to segment your audience and tailor your messages. You could send a special offer to a fan who hasn't renewed their season ticket yet, highlighting the games they are most likely to be interested in based on their past attendance. Or, you could send a ‘thank you’ message to loyal season ticket holders, perhaps offering them an exclusive discount for referring a friend. The personal touch not only improves open rates but also drives conversion.

You don’t have to stop it emails though, you can do this via SMS, Viber and WhatsApp too.

2. Dynamic Pricing Strategies

Next, let’s talk about dynamic pricing strategies. You can analyse purchasing behaviour and demand patterns to adjust your pricing strategy in real time. For example, if you notice a surge in interest for certain matches or seat locations, you can dynamically adjust prices to maximise revenue.

Additionally, you can identify which segments of your audience are more price-sensitive and might be incentivised by early bird specials or bundle deals. This kind of flexibility ensures that you’re not leaving money on the table while also keeping your fans engaged and happy.

3. Enhanced Social Media Targeting

Our third use case is enhanced social media targeting. Did you know that you can integrate the Data Talks Sports CDP with social media platforms such as Meta and Google Ads to sharpen your targeting precision? By integrating your CDP with social media platforms, you can create lookalike audiences based on your most loyal season ticket holders. This means you can run highly effective ad campaigns that reach potential new fans who share characteristics with your current ones.

Imagine being able to target ads specifically to fans who follow similar sports, live in the same area, or have shown interest in similar events. This precise targeting can significantly increase the likelihood of converting these new prospects into season ticket holders.

4. In-App Personalisation

Fourth on the list is in-app personalisation. If your organisation has a mobile app, integrating it with your CDP can take fan engagement to the next level. You can provide personalised content and offers based on the user’s behaviour and preferences.

For example, if a fan frequently checks scores or watches highlights...

In this episode of our podcast, we welcome Ashlea Block, Head of Customer and Community at PlayHQ, an Australian company offering all-in-one sports management software tailored for sports organizations and their stakeholders. Ashlea, a member of the 2022/2023 Sports Pro New Era cohort, joins host Lorraine Moalosi to discuss the vital role of community in sports. Tune in as we delve into Ashlea Block’s journey and insights in the world of sports management and community engagement.

Did you know that 71% of sports industry leaders say that increasing ticket and merchandise sales and negotiating sponsorship agreements of higher value is their very top priority? All these three key elements can be lucrative revenue sources for sports organisations when done right. As part of Data Talks’ vision of creating a sports industry that thrives on exceeding fan expectations to create sustainable revenue streams, we are proud to announce the launch of the Data Talks course, “The 4 fundamentals of selling tickets and merchandise”. In today’s episode, we will focus on the course, everything you need to know about the course, and how to enroll.

“The 4 fundamentals of selling tickets and merchandise” course is designed for C-level executives in sports to help them create sustainable revenue streams using their supporter data. Every club faces financial challenges, and in this course, we get to the core of the issue. We dissect clubs' struggles today, pointing directly to the missed opportunities in leveraging supporter data effectively. We don't just talk theory – we dissect real-life case studies from global sports powerhouses in Germany, Australia, Greece, and Sweden. You will get to see firsthand how men's and women's clubs have harnessed the 4 fundamentals, propelling them to unparalleled success. 

Exactly a year ago now, we published our very first book on the subject of the 4 fundamentals. The book, “more supporters. Superior sales. Real revenue: the 4 fundamentals of selling tickets and merchandise was an introduction of our 4 fundamentals method to the world. With this course, we wanted to take everything a step further by supporting C-level executives’ change management in beginning to adopt more robust ways of meeting financial and commercial goals more effectively. The book is available on Amazon and all proceeds go to the Level Up foundation - an organisation that uses sports for the development of children in Uganda. 

This course is a strategic power play. Tailored for C-level executives in sports organizations – clubs, leagues, and federations – it's designed to elevate their revenue game. Whether leading a small squad or commanding a major league, these principles are universal. This isn’t a standard course but rather a winning formula adaptable to any region, season, or organization size.

By the end of the course, learners will:

1. Recognize the staggering "cost of doing nothing" in sports organizations and why it is a problem.
2. Understand the Data Talks 4 fundamentals and their pivotal role in selling tickets, merchandise, and negotiating sponsorship agreements of higher value.
3. Implement the 4 Fundamentals Method to create sustainable revenue streams for your sports organization.
4. Gain insights from global success stories, learning how the 4 fundamentals fuel increased supporters, superior sales, and substantial revenue growth.

The course is now available for enrollment on Udemy. You can preview 3 videos from the course on Udemy to get a taster of what is to come. And if you want access to exclusive deals such as a 50% discount on the course, subscribe to our newsletter today.

From being a professional football player and goalkeeper for the likes of Kungsbacka DFF and Paris St-Germain to being a community manager, and a co-founder, to graduating from the Football Business Academy in Switzerland and transitioning to Sponsoring and women’s business development side of things at Paris St-Germain. And now being director of Women’s football at N3XT SPORTS - Arianna Criscione has contributed a great deal to the sports industry.

We had the privilege of sitting down with Arianna and discussing women's football, changes in the industry, digitalization, and strategy, among other things. Listen to this episode to get practical advice on, not only how you can support women's football but also on what you can do to take your sports organization to the next level using strategy. N3XT Sports' report - Enabling women's football to disrupt the industry is also available to download.

If you would like to connect with Arianna, you can do so here 

Some time ago we at Data Talks wanted to truly understand what sports organizations’ biggest pain points were. Serving the sports industry in the best way possible is our biggest passion so of course we would go that extra mile to make sure we really are doing that. And continuing to understand sports organizations’ pain points is something we prioritize. So we wanted to find out what sports organizations’ very top priorities are. Would they like to sell more tickets? Do they want to get more personal with their fans? We were very eager to know what was at the very top of their priority list! So, we devoted a couple of months to market research to dive deeper into the depth of their problems. 

We spent long hours talking with decision-makers and leaders in the sports industry. We listened to every single one of them to deeply understand how we can support them in what they genuinely need. As a result, we were able to gather some interesting data (because we love data, right?) and would love to share it with you. We firmly believe that this will be a game-changer for many of the sports organizations out there.

So, what did you find out from our research after talking to over 100 decision-makers in sports? We found out that most sports organizations want to focus on; filling up their stadium, i.e selling more tickets to their games, selling more merchandise, and being able to negotiate sponsorship agreements of higher value. This just reaffirmed what we believed and understood in the first place, but of course, it is always better to get information directly from the source.

The subsequent question then became, how? How can you sell more tickets to your games, and more merchandise and negotiate sponsorship agreements of higher value? We’ve got the solution in hand. Just listen on!

You need to:

1. Grow your supporter base, continuously
2. Collect supporter data with contact information and merge it with your sales data
3. Find out which supporter segments you should target with your ticketing campaigns
4. Send out relevant ticket offerings to those segments in a way that your supporters will really appreciate

These are indeed what we call the “4 fundamentals of selling more tickets”. These fundamentals are s powerful that they helped our customers generate 6-figure revenues within 2 weeks, rocket their merchandise sales by 91% in a single day, reactivate churned supporters and increase their season ticket sales. Powerful stuff.

In fact “these 4 fundamentals of selling more tickets” are so powerful that our CEO and Founder Stefan Lavén will be hosting a live event attended by hundreds of industry executives and decision-makers on the 10th of January at 3 pm CET. If you are a sports executive, or decision maker, or simply work in the sports industry, I encourage you to attend this event. 

If you do miss out, however, do reach out to us and we will be more than happy to take any questions you might have. Contact Lorraine Moalosi

There are many different KPIs in sports that you can create based on your organization's specific needs. But no matter what strategic goals you are trying to achieve, big or small, one thing is for certain: your KPIs need to be SMART. SMART is an acronym that stands for specific, measurable, achievable, relevant, and timely. In other words, when formulating a KPI, you need to ask yourself the following questions:

• Is this KPI Specific enough? And you should be very detailed here by accounting for what exactly needs to be accomplished? Who’s responsible for it? And what steps need to be taken to achieve it?
• Next, Is this KPI Measurable? You can only measure what you quantify so make sure that your strategy has some form of measurability so you can know the success of it, by comparing the before and after numbers. Saying, I want to increase revenue, for example, is specific but by how much becomes the next question. Hence, the need for measurability.
• Thereafter, you have to ask yourself, Is this KPI Attainable? Having big dreams is important however when setting up your strategy and goals, you have to give yourself a reality check. With the current resources and team you have, can you realistically achieve the goal you have just set or the strategy you want to implement? If not, what do you need to have in place to make your strategy attainable?
• Another crucial consideration is, How relevant is your strategy or goal to your organization? This is the part where you get to really ask yourself why you are setting that specific goal, pun intended. Those who work data-driven can really justify themselves at this stage by looking at what their data says and pursuing something in that direction. Whereas, unfortunately, if you are not working data-driven, you will have to make guestimates, which aren’t reliable at all. So, as a first step, we recommend, working data-driven. Listen to episode 3 to learn more about working data-driven.
• Finally, you want to be clear about the time you allocate to your strategy, goal, or whatever project you are working on. So, you should as questions like, What is the Time-frame for achieving this goal? When will you start implementing your strategy, when will the strategy be finished? You and your team need to be on the same page when it comes to timing.
• 
  

Setting KPIs according to this framework will make it so much easier for you to assess the performance of your different strategies.

What would this look like in practice?

If we were to look at the example about increasing revenue, this is what a smart goal would look like:

Grow the monthly recurring revenue of the organization by 150,000 within Q1 of 2022. This will be accomplished by creating targeted limited-edition merchandise campaigns, which will begin running in January  2022, on three social media platforms: Facebook, Twitter, and Instagram and the organization’s website. Since most of the organization’s purchases happen online, creating a buzz through the limited-edition merchandise and pushing this online will ultimately increase sales, and will increase our monthly recurring revenue.

The KPI here will be the increase in revenue. This means that the KPIs you set will act as indicators of how well you are performing on that goal. For instance, it could tell you that you are generating only 30% of the sales target you had set from the get-go. Or, it could tell you that you sold 10% over your target goal. Whatever the case, your KPIs will let you know when things are going according to plan and when they aren't.

We sat down with the co-founder of Winners FDD - Fiona Green and discussed all things working data driven in the sports industry. So listen to this episode if you want to learn more about:

• Challenges and benefits of working data driven
• Implementing a successful data strategy
• Representation of women in sports and data industries
• Overcoming imposter syndrome 

The word strategy is a commonly used among sports organization but this word is often misunderstood. So in today's episode we dig into the meaning of strategy and then discuss why it's important to have a strategy in place.

Excerpt: 

So, what is strategy? The management study guide defines strategy as a “ A general direction set for the company, sports organization in our case, and its various components to achieve a desired state in the future.” Let’s break this down a little bit.

At its core, strategy simply means asking yourself what you want to achieve, when you want to achieve it and how you can achieve it. Let’s first look at the what  - what do you want to achieve. For most organizations the answer will be higher revenues, for example. But instead of leaving this “goal” vague like this, you want to get specific. For instance, an organization could say, we currently have a monthly recurring revenue of 200 000 and we would like to increase that to 300 000.

Today I want us to do something different. Instead of talking about the future of women’s sports, I want us to dream about it, together. And not a future in the next coming 5 years, but rather, a future that happens in a mere 14 months, at the end of nex year.

"It’s December 15, 2025. We’re here, watching a sold-out stadium filled with thousands of passionate fans, all draped in the vibrant colors of their favorite women's sports team. This isn’t a dream—it’s the future of women's sports, and it's happening right now. The stands are packed, and excitement is radiating through the air. Everyone is on the edge of their seats, anticipation building as the game kicks off. But there’s something deeper at play here than just the action on the field—something that has transformed women’s sports forever. And it all comes down to one thing: data."

"Today, every single one of those fans has been a part of a carefully crafted experience. The club didn’t just sell tickets and hope for the best—they used data to get to know their fans, to understand what they love, and to make sure this experience is unforgettable. And that’s why, game after game, season after season, these same fans keep coming back. Women's sports have always had the heart, the passion, the talent. Now, they’re proving to the world they can deliver the profits too."

"Let’s break it down. When we talk about 'harnessing data,' we’re not just talking about numbers. We’re talking about deep insights into who these fans are, what makes them tick, and how clubs can connect with them in meaningful ways. With data segmentation, women’s sports clubs can categorize their fans based on behaviors, preferences, and spending habits. It’s like having a crystal ball that tells you exactly who’s most likely to buy tickets for the next big match, or who’s going to jump at the chance to snag exclusive merchandise."

"And then, there’s gamification. Look around this stadium—it’s not just a place to watch sports; it’s a playground for fans. Before today’s match, thousands of fans played a score prediction game on their phones, eagerly inputting their guesses and earning points. Not only did it build anticipation, but the club now has something even more valuable—the fans’ contact details, and insights into their behavior. Data like this turns casual spectators into die-hard supporters who come back, time and again. Fans feel like they're part of something bigger, and they’re more likely to engage in the future."

"Now, let’s talk about the numbers that prove just how powerful this transformation has been. Research shows that women's sports fans have a higher purchase intent compared to their male counterparts. In fact, a Nielsen study found that 84% of women’s sports fans are more likely to purchase a product because it sponsors women’s sports, compared to 68% of general sports fans. This isn’t just about loyalty—it’s about a fanbase that is willing to spend, and spend big, to support the teams and brands they love.

And it doesn’t stop there. Women’s sports fans are more engaged online, too. Clubs that have embraced data are seeing exponential growth in social media interactions, website traffic, and digital engagement. Fans are staying connected year-round, not just during the season."

"Fast forward to next season. Picture this—those same fans, now back in their seats, eagerly awaiting the kickoff of another unforgettable game. They’re not just here because of loyalty; they’re here because the club knows them. They receive personalized offers, exclusive content, and VIP experiences tailored specifically to their preferences. The club uses data to make sure every touchpoint, from the moment they purchase their ticket to the moment they leave the stadium, is seamless and unforgettable.

And the beauty of it all? This is just the beginning. Women's sports are proving that with the right tools, they can compete on every level—bringing in...

Meet Lindi Ngwenya

The Founder and Managing Director of a sports agency called  Sisu Sports Management, representing male and female football players, staff, and clubs as well as providing merchant services to Clubs. Lindi Ngwenya is passionate about serving emerging football markets across Africa, Scandinavia, the USA, and Women's football. And today, we get to step into her world and share her incredible story with you.

Lindi is also part of our Women in Sports Community, so join the community if you would like to meet her and other incredible women like her.

In this episode we discuss:

1. How Lindi built Sisu Sports Management from the ground up

2. Lindi's background - from being in the military to getting her engineering qualification and playing rugby

3. The future of sports representation and the sports industry in Africa

4. Being a woman of color in the sports industry

Connect with Lindi today!

Last week, we discussed the sports trends you should leave in 2023. If you haven’t heard that episode yet, we encourage you to listen to it after this one. In today’s episode, we focus on the trends you will see in 2024! If you find this episode useful, leave a review or a comment to let us know. And if we have left out anything, don’t hesitate to give us that feedback, too. Without further ado, let’s jump right into it.

• The rise of original content

The rise of original content in sports has been a significant trend in the last couple of years. According to FrontOffice Sports, the live sports hiatus during the 2020 pandemic might be one of the most pivotal moments in the history of streaming and subscription video on demand (SVOD). The success of Michael Jordan’s Last Dance and Netflix’s Formula 1 “Drive to Survive” are examples of how sports content has become a core element of the content strategy of subscription video-on-demand providers. As competition stiffens, companies are looking for better differentiation strategies, and sports content is proving to be a reliable measure to influence consumer behaviour. So, if you are a sports organisation, you might want to think about creating compelling original content to attract more global fans and to tell the story of why your organisation is different. 

• More partnerships with VOD OTT platforms such as Netflix, prime and Apple TV

This trend ties back to the first one. As the appetite for original content increases, so will partnerships between sports organisations and video-on-demand OTT platforms. For example, more sports rights are moving to streaming services (e.g., NFL Thursday Night exclusively on Amazon Prime). Therefore, Leagues and clubs/teams must create new digital and DTC products and services that complement traditional broadcasting revenue. This can be done through creating your own platforms or partnering with already existing ones. 

• Growth of the Asian Market and continued acceleration of Saudi

In 2024, we can expect to see much growth in Asian Sports marketing, including West Asia, that is, The Middle East. For example, in November 2023, last month The Sino-Singapore International Sports Industry Fund, a joint venture between China National Sports Group and Singapore’s White Group, which aims to accelerate the development of the sports industry in China and beyond, was signed. When it comes to the Middle East, according to a survey by PWC, while respondents expect the annual growth rate of the global sports market to slow to 3.3% over the next three to five years, respondents, in contrast, expect the Middle East to grow by 8.7% over the same period.

• Women’s Sports to reach $1bn valuation quicker than first predicted

Deloitte predicts that women’s elite sports will generate global revenues of US$1.28 billion in 2024 (£1.02 billion). This is the first time that annual global revenues for women’s sport will have surpassed US$1 billion. This total is at least 300 per cent higher than Deloitte’s previous valuation three years ago. The two most valuable women’s sports are projected to be football (US$555 million, 43 per cent) and basketball (US$354 million, 28 per cent), while the largest geographical markets in 2024 are forecast to be North America (US$670 million, 52 per cent) and Europe (US$181 million, 14 per cent). 

• African sports on the growth

According to PwC’s Global Sports Survey 2023, Africa is expected to grow 8% over the next 3-5 years. Africa's Sports Economy: Current Context, Challenges and Opportunities report explains that Africa’s expected sports business growth is driven by a...

Welcome to a momentous occasion! Today marks our 100th consecutive episode of the Sports CDP Crash Course, and we’re flipping the script to bring you a celebration like no other. Today, the host is our CEO and Founder, Stefan Lavén, but spotlight is on a remarkable individual who’s been the heartbeat of our podcast journey—Lorraine Moalosi.

Lorraine is more than just a name; she’s the soul of our podcast. Her dedication is unmatched, and her leadership in Communications and PR at Data Talks has been instrumental in shaping our narrative. As the mastermind behind Data Talks’ “Women in Sports: Beyond the Hashtag” initiative, she is a beacon for positive change and inclusion in the sports data realm. And for our loyal listeners, she’s the voice that guided you through the captivating journey of 99 Sports CDP Crash Course episodes.

So, here’s to Lorraine Moalosi, the driving force behind our podcast and a true champion of progress. Join us as we delve into her insights, celebrate the journey so far, and anticipate the exciting road ahead. This 100th episode is not just a milestone—it’s a testament to the power of passion, dedication, and the incredible stories that shape our sports data narrative.

This is something that our customer AIK have seen incredible results from when they generated 6 figures during one marketing campaign. So how did they do this? 

Well, as I mentioned, the first step was implementing a CDP. Once they had their data in the CDP and understood a bit more about their supporters, they created what we call segments - that is, groups of supporters that share one or more characteristics and attributes that you identify through the segmentation process. AIK actually only decided to target a segment of their supporters which accounted for only 2% of their entire supporter database. Next, they sent them personalized communications via email urging them to buy season tickets. But they didn’t just stop there, for those who didn’t buy the tickets, AIK sent them a follow-up personalized email reminding them to buy the tickets. Essentially, retargeting them ensuring that their supporters did not miss out on the opportunity to buy season tickets.

Adopting a supporter-centric approach means putting your supporters at the center of everything you do. Whether it’s your pricing, or communications, let your supporters be at the heart of it. Once your supporters see how much you value them, their likelihood of sticking by you, through thick and thin, is much higher. So in a nutshell, the benefits of adopting a supporter-centric approach include increased loyalty from your supporters and higher revenue.

But how can you adopt a supporter-centric approach in a way that you are guaranteed to reap unparalleled results? The answer is of course by using a sports customer data platform. The CDP works by collecting your supporter data from various sources, both online and offline, and then unifying it and cleaning it to remove any duplicate data - thus giving you a complete and unified 360-degree view of your CDP. Thereafter, you can analyze this data to identify patterns in your supporters' behavior such as purchasing behavior and we behavior. The CDP does not just stop there though, it will then help you to act on this data.

In a nutshell, the sports CDP will help you adopt a supporter-centric approach by helping you to firstly, understand your supporters better so you can meet their needs, then secondly reach your supporters better when you segment your supporter data, thirdly, the CDP will help you communicate with your supporters better through personalization, fourthly it will also help you Increase your engagement rate with fans through retargeting, among other things.

So if you haven’t already, start adopting a supporter-centric approach to your marketing strategy today so you can enjoy higher levels of loyalty from your fans and indeed higher revenue too.

The only way sports organizations can navigate the challenges we discussed in Episode 1 while simultaneously leveraging the digital opportunities available, as discussed in Episode 2 is for them to be data-driven. Listen to today's podcast to find out more on why EVERY sports organization should be data-driven.

Selling out your stadium consistently hinges on you knowing who your supporters are, how they interact with your club, and how you can reach them with your ticketing offers. That is why it is important that you grow your supporter base continuously, collect supporter data with contact information and merge it with your sales data. These are the first 2 fundamentals out of 4, that you should be using to sell out your stadium. The third fundamental, which will be the focus of today’s episode is, find out which supporter segments you should target with your ticketing campaigns.

Let’s break down this fundamental into three sections:

1. The finding out part that is, how do you find out which supporter segments you should be targeting 
2. The supporter segments themselves, so what these are, and why do you need them
3. And lastly, the various ticketing campaigns you can run and which supporter segments you can start with

Okay, so the first question is, how do you find out which supporter segments you should be targeting? The simple answer is through the process of segmentation, that is grouping all your different supporters according to the characteristics and attributes they have in common. This could be based on various factors such as demographics, geographics, behavior, and so forth. The most effective way of segmenting is by using technology to find all these commonalities in your supporter data, this is the very reason why the first two fundamentals, grow your supporter data continuously and collect supporter data with contact information and merge it with your sales data are so important. It is nearly impossible to do segmentation without following these first two fundamentals. Lucky for you, the Data Talks Sports CDP has a segment builder that allows you to be very precise in your segmentation.

Check out the video linked in the description on what this looks like. Trust me, you want to see this for yourself instead of me describing it to you.

So why do you need to know your different supporter segments? Because knowing this will help you tailor your messages and offers to those groups in a way that they will appreciate. For example, you want to send a different message to your season ticket holders than to your single ticket holders. Failing to do this will make your messages and offers irrelevant, which might lead to unsubscribes which are the first sign that you are losing a supporter’s attention. Relevant offers and messages are the single biggest factors that lead to engagement and purchases so you want to get this right.

This leads us to our final question, what kind of ticketing campaigns can you send, and to which segments? Again, this depends on the data you have collected so far. But let’s say that your data shows you that:

1. You are not getting enough single ticket sales between a certain age, this is a perfect indicator of the ticketing campaign you should send
2. Or maybe only about half of your previous season ticket holders have renewed their season tickets for the current season - in this case, it would be time for you to send them a season ticket renewal campaign
3. Perhaps you notice that you have more supporters than buy family tickets, you can be more intentional with them and send them ticketing campaigns to suit their needs
4. How about all the supporters who spend a lot of money on buying VIP tickets? You can send them the right ticketing campaign to

The gist of the story is, as long as you have merged your supporter’s contact information with your sales data, you can identify the opportunities to leverage to fill out your stadium consistently, and not just at your biggest, high-profile matches.

Join us for a special podcast episode featuring Data Talks founder and CEO Stefan Lavén and Lewes FC commercial manager Stef McLoughlin as they present an exciting technology and data showcase at Sports Pro Live at Kia Oval in London.

Gain valuable insights on effectively leveraging supporter data, avoiding common pitfalls that most clubs face, and learn how to create an authentic "person-to-person" connection with your fans. Discover the transformative power of data in enhancing fan relationships and revolutionizing the sports industry. Don't miss this captivating discussion on the future of sports and technology.

It might seem counterintuitive to invest in a sports CDP when you have a small marketing budget. The most natural thing would seem to be tightening up your belt. However, we actually would advise against that because that would do more harm to your sports organization than good. Instead, we advise you to invest in a sports CDP because it will help you:

1. Sell more tickets and merchandise
2. Attract sponsors
3. Increase fan engagement
4. Fill the stadium at every given opportunity

Learn how you can maximize your marketing budget spend with a sports CDP today.

Creating sponsorship agreements of higher value for your organization is one of the top two priorities of many sports organizations. We know this because we talked to over 100 decision-makers in sports and found out this information. And you know as your preferred sports CDP partner we take what you say seriously.

That is why we are focusing on incorporating new sponsorship opportunities as part of our “10 components to include in your sports marketing today” series. This is the 8th component we are discussing so if you have missed the first 7, make sure to listen to those too.

“According to Nielsen’s 2021 Trust in Advertising Study, 81% of global respondents either completely or somewhat trust brand sponsorships at sporting events.” So there’s a great opportunity for sports organizations to tap into new and lucrative sponsorship opportunities. Some sponsorship opportunities that are either growing or are projected to grow faster than their traditional counterparts include:

1. Crypto/Blockchain/NFT
2. Automotive
3. Insurance
4. Retail
5. Unbundled sponsorship investment in women’s sports which have grown by about 146%, according to the Nielsen 2022 Global Sports Marketing Report.

So how can we help you create sponsorship agreements of higher value for your organization? I am glad you asked. Well, using our sports CDP takes the guesswork out of the process. This is because firstly, With the CDP you can develop a long-term sponsorship strategy that you can replicate. For example, sponsorship acquisition is one thing but delivery is another. So once you get the sponsorship, how do you plan on delivering the best results possible? Secondly, the CDP will help you keep on improving your sponsorship strategy so you can always get results. For example, when you know exactly what your supporters will appreciate, you can keep delivering exceptional results for your sponsor. You can also effectively monitor the performance of your sponsorship campaigns. And the CDP will also help you align with the right sponsors for your organization.

Did you also know that you can also leverage your supporter information to negotiate higher sponsorship deals? That’s right - data is one of the most valuable assets a sports organization could ever have. But unfortunately, not a lot of people who work in sports organizations understand this. So then sometimes they give away their data for discounts on software and the like. While the thought behind the practice is not wrong, it’s what you get in exchange for your data that we are questioning. So why not use your supporter information to create sponsorship agreements of higher value for your organization?

Okay, enough talking. How about you just see this in action instead? 

Try out our demo for free today.

Join our Women in Sports Community today

Two weeks ago, we briefly touched on the 4 Fundamentals - a groundbreaking process innovation and transformative approach that empowers sports organizations of all sizes, across seasons and regions, to harness the power of their data. This process allows sports organisations to integrate all supporter data into one place, to increase sustained revenue streams while placing fans and supporters at the heart and centre of every initiative. In this episode we weill discuss the 4 fundamentals in greater detail and discuss how you can use them to take your organisation to the next level when it comes to ticket sales.

1. Grow your supporter base, continuously - Your supporter contact database is the foundation of all campaigns and any other interaction a sports organisation might have with its supporters, that is why this is the first fundamental. 
2. Collect supporter data with contact information and merge it with your other data - By collecting your supporter data with contact information and merging it with your other data, you create a holistic view of each fan and gain a deeper understanding of each fan’s specific characteristics, preferences, and behaviors
3. Find out which supporter segments you should target with your campaigns - finding the right audience to target with your campaigns allows your sports organization to create more effective, efficient, and personalized marketing campaigns. This helps build stronger connections with the supporters, driving engagement, and ultimately achieving the organization's goals.
4. Send relevant offers to those segments in a way that your supporters will appreciate - do your supporters want to receive emails or SMS, do they want to receive season tickets offers or single tickets or even family tickets? It’s not enough to only collect and merge support data so that you can understand your supporters. It is not enough to find out which supporter segments you should target with your campaigns either. You have to make sure that after all doing all of that and the first fundamental, which is to grow your supporter base continuously, you send out relevant offers to your supporters in a way that they can really appreciate. 

By using the 4 fundamentals of selling tickets, many sports organizations across the world have managed to take their ticket sales to the next level. For example:

1. A club playing in the Swedish Hockey League, the highest hockey league in the country, saw a 12% increase in ticket sales, amounting in 2.5 million swedish crowns revenue in the space of only two weeks, after using the 4 fundamentals.
2. They started by creating different campaigns for different home games for that month
3. They sent 20 email and 4 sms campaigns to various segments (differing from 330 to 10220 recipients)
4. All of these campaigns and sendouts were done by only one person, proving how applicable and robust the 4 fundamentals are for sports organisations of all sizes
5. Another club, this time a football club playing in the highest division in Greece, manage to more than double their average ticketing order revenue from €19 to €42 in less than a year.
6. They created specific segmentation on returning supporters and ran a campaign for the upcoming match 
7. The campaign ran approx. 5-7 days before kick-off, during that time, the club sent out reminders to everybody who had opened the campaign but not made a purchase
8. Supporters were given the opportunity to upgrade their seats and the rest as they say is history 
9. A professional rugby union club in the UK sent an email campaign to a target group of 250 people that generated a revenue of £5,000.
10. They achieved such remarkable results after merging membership and ticketing data for their last 4 games
11. They then identified segments that should be targeted based on tickets the club wanted to sell.
12. Finally, they

Meet Rebecca Sowden

The Women’s Sports Director at WeAreFearless & the founder of Team Heroine - a platform where they share insight, tools, and inspiration to help brands and rights holders unleash the power of women's sports sponsorship and marketing. Rebecca Sowden has also worked as a Sponsorship Manager and Commercial Marketing Director. She also worked as marketing manager for FIFA where she developed and managed marketing initiatives including the production of TV commercials to drive attendance at the 2008 FIFA U-17 Women's World Cup.

Rebecca also works closely with Lewes FC and is one of its owners

In today's episode we discuss:

1. Sponsorship and marketing in women's sports
2. Challenges within the women's sports industry
3. The importance of leveraging the current momentum within women's sports
4. How to be a male-ally of women's sports

Transcript

You are listening to the sports C D P Crash course, your go-to podcast for all things sports related. We talk about how sports clubs and teams can sell more tickets and merchandise than ever before, and how they can negotiate sponsorship agreements of higher. We also champion women's sports and discuss how data and innovation can help bring equality to the sports industry.

We have interviewed industry leaders who have worked with the likes of the NFL FC Barcelona, women in football uk, Feba the Davis Cup, just to name a few. So don't miss out. Listen to today's episode. Our next guest is a women's sports director at We Are Fearless and the founder of Team Heroin, a platform where they share insight, tools and inspiration to help brands and right holders unleash the power of women's sports sponsoring and marketing.

Rebecca Soen has also worked as a sponsorship manager and commercial marketing director and a marketing manager for FIFA where she developed and managed marketing initiatives, including the production of TV commercials to drive attendance at the 2008 FIFA under 17 Women's World Cup. Rebecca, welcome to the podcast.

Thank you for having me. It's such a, it's such an honor because, um, I feel like we've been trying to get this done for such a long time and it's, it's so great that we're finally able to do it. Yeah, no, it's fantastic to connect and looking forward to it. Absolutely. But before we begin, we like to start off our sessions with an icebreaker.

Are you ready for that? Oh, we'll see. , what's your favorite quote, expression or motto, and why Is it your. I think I'd have to go with, feel the fear and do it anyway. And I guess I just like to live by that motto myself. Um, obviously produce a lot of content around women's sport and you know, sometimes it's a little bit uncomfortable trying to push a few buttons and, um, start to.

Tricky conversation, but I think without that boldness and challenge, we are not gonna drive the game forward quick enough. So yeah, I like to kind of, and work in my own personal life, kind of live by that. And do you have any memories of like any, anything like recent where you've actually felt just petrified or just afraid and you're just like, you know what, I'm just doing.

Yeah, I mean I think, um, well personally I was at a Halloween theme park on the weekend, so going a couple of rides, which definitely put me outta my comfort zone. But you know, I think knowing I was gonna be a little bit uncomfortable, but the rewards at the end of it were worth...

We are officially in the last month of 2023. In anticipation of a new season, 2024, today on the podcast, we will be focusing on Sports Trends to leave in 2023. Every year, new practices, technologies and so on are introduced. While some are here to stay because they provide sports organisations and the communities they operate in a lot of value, others should be retired to never be seen again in 2024. And that is what we will be focusing on in this episode. If you find this helpful episode, remember to leave a review or a comment to let us know. And if we have left out anything, don’t hesitate to give us that feedback, too.

But without further ado, here are sports trends to leave in 2023:

1. Jumping on trends too quickly

NFTs and Crypto Curriencies have been one of the biggest trends of 2022 and 2023. Although we advocate for embracing new technologies, this should be done with caution. According to the BBC, Major League Baseball, Formula 1, Mercedes-Benz and Cristiano Ronaldo are all facing class action lawsuits over their promotion of failed crypto-exchange FTX. Although we do not know the ins and outs of what went wrong, we know that sports is a game of trust. Fans trust their favourite leagues and athletes and as such, with great power comes great responsibilities. So take your time when working with new technologies. Do your due diligence. Look at the long term impact and not just at the short term rewards.

A perfect example of how to proceed with new technologies is how FC Barcelona rejected higher bids from cryptocurrency sponsors and settled for a lower offer from Spotify as a shirt and stadium sponsor. According to Leader Insights, The club has reasons to want to distance itself from cryptocurrency platforms. The club had previously had to cancel an NFT deal with Ownix shortly after announcing it due to crypto fraud allegations involving someone who helped arrange the deal.

2. Not managing expectations when trying new technologies

Remember the Metaverse and the promised enhanced fan engaged, according to Robots.net despite the initial excitement and hype surrounding the metaverse, it has largely failed to live up to its lofty expectations. CoinDesk write that 

The Metaverse Is Struggling to Hold Onto Users and Sports Could Fix That. Although the industry has an opportunity to be pioneers in this technology, something that is rarely associated with the industry, when experimenting with new things, it’s always great to start with a small group and then take it from there. This way, you can save on resources while being innovative.

3. Making women’s sports an afterthought

There are still clubs who udnerfund their women’s teams and just copy men’s clubs’ strategies in their approach to their women’s clubs. Some clubs even allocate whatever is left over from the budget to the women’s side instead of budgeting according to the needs of the team. This trend needs to stop in 2023. The numbers show that women’s sports is a great investment opportunity so clubs should treat them as such. And women’s teams are very much supported by society especially the younger generation so le’t not make them an afterthought.

4. Giving away too many free tickets to women’s games

Women’s sports teams often give away a lot of tickets. This is great because it increases accessibility which men’s sports don’t often have, especially at the top leagues. However, there should be a balance. If women’s sports organisations cannot sustain themselves due to low revenue, this puts the entire industry at a danger of perpetuating the status quo that says, women’s sports aren’t worthy becuase they don’t make much money. So let’s find the balance between tickets given away and tickets sold.

If you want to find out more on the trends that you should be following in 2024, make sure to listen to our podcast episode next week. 

Meet Nick Meacham

Nick is a Sports and Media leader with over 20 years of expertise. Nick Meacham is the CEO of Sports Pro Media, a publisher, advisory, and events business driving the digital transformation of global sports. Nick is also the host of the StreamTime podcast and a Senior Independent Director of the British volleyball federation, among many other things.

We sat down with Nick to discuss:

1. The strategies behind the success of Sports Pro Media and Nick's career
2. The exciting things happening in sports today
3. Finding the balance between community and commercial goals of sports
4. Challenges and opportunities in women's sports 
5. Sports Pro New Era Program and how it's contributing to giving more female leaders a platform

FUN FACTS:

Nick's favourite quote: Tell me who your friends are and I will tell you who you are

Nick's advice to aspiring future leaders: Focus on building relationships

The two most commonly used marketing technologies today are a Customer Data Platform (CDP) and a Customer Relationship Management (CRM) system. Across countries, regions, and industries – most people understand the power of using these marketing tools. However, if we had a penny for every time someone mistook a CDP functionality for that of a CRM, we would have a billion dollars in the bank by now.

Main takeaway:

The difference between an organization powering all their marketing strategies with a CDP versus just using a CRM is way too vast. You cannot develop good relationships or manage your relationship with your supporters well (the primary purpose of a CRM) without first knowing who they are. Nor can you sustainability power your organization with only manual data collection. Well, not if you want to grow anyway.

Read the blog: The key differences between a CDP and CRM you need to know about today

Try the CDP Demo for free

GDPR in the world of sports – this is definitely not a new topic. 

GDPR is the toughest privacy and security law in the world and it imposes obligations onto any organization which targets or collects data related to people in the EU. At the center of this law is the protection of personal data. Which is a great thing that all sports organizations should embrace.

Prior to GDPR, organizations across different industries could basically collect and process data about users and customers wherever and however they want. Moreover, when they did not have access to such data about the fans themselves, they could simply rely on third-party data to complement their own data.

However, the challenge with third-party data is that you usually don’t know where the data originally comes from. This is because the data sets are large and sold through an automated bidding system. This in turn leads us to another obstacle with third-party data: it is usually not compliant with privacy regulations, including GDPR. Consequently, this has led to big players such as Apple removing third-party cookies altogether, forcing sports organizations to go back to the drawing board and figure out ways to have sufficient data about their fans. 

So how can you do just that while at the same time always ensuring that you are GDPR compliant (as well as complying with other similar data privacy regulations)?

There is a secret weapon all sports organizations can leverage to understand fans’ wants and behaviors and that weapon is first-party data. First-party data is information that you can collect from both online and offline sources that belong to you. For example, from sources such as your:

1. Ticketing system
2. Point of Sale (POS) system
3. e-commerce store 
4. App
5. OTT streaming service
6. Newsletter and mailing list
7. Event sign-up sheets

5 reasons why first-party data is your secret weapon:

1. It is GDPR-compliant – when done right. What do we mean by “done right”? According to GDPR, your organization can process personal data for one of six main reasons. And one of these six reasons includes when “the data subject gave you specific, unambiguous consent to process the data.” To give you a couple of examples, this could be when your fan opts in to receive your newsletter or subscribes to your OTT platform. Basically, it should be your fan who decides to share their data with you 
2. You will be able to build trust and loyalty with your fan base – thanks to transparency and clear communication from your side. 
3. Grow your fan base – by building trust in parallel with delivering relevant communication, you can rest assured that you will grow your fan base.

However, in order to adopt an efficient and optimized first-party data strategy, your sports organization needs to ensure that all your first-party data is available to you. And the best way to leverage this is to use a customer data platform (CDP). This will ensure that:

1. Collect and centralize your data. By unifying your data, a CDP makes your data available to everyone in your organization that needs it – creating a single source of truth.
2. Analyze and uncover insights from it. Because you have all your data collected and centralized in the CDP, you can now easily gain relevant insights into your supporters’ characteristics, preferences, and behaviors.
3. Act on these insights. A CDP then lets you segment your audience into different groups based on these insights. You can then act on them via different tools, such as a marketing automation tool, CRM, Social Media, etc. Then via these tools, you can deliver messages and experiences on your supporters’ preferred channels and platforms.

Today we answer some Frequently Asked Questions (FAQ) about Customer Data Platforms (CDP) to help you make informed decisions. So listen to this episode to get answers to those burning questions.

Join host Lorraine Moalosi on the Sports CDP Crash Course Podcast as she talks with Philip Nordfeldt, Senior Vice President of Sales at Data Talks. With over 25 years of experience in ticket sales, Philip shares his expertise on putting fans at the center of sales strategies and optimizing ticket sales for sports events. He discusses the unique challenges of the sports industry, strategies for maximizing matchday revenue, and balancing innovation with profitability.

Philip also discusses navigating GDPR while embracing new technologies and shares his vision for the sports industry's future. Tune in for valuable insights on enhancing fan engagement and achieving commercial success in sports.

Happy International Women's Day to all women!

We see you, we hear you and we celebrate you.

This year's women's day theme is #breakthebias

So in this episode, we talk a little bit about what that means for the sports industry. But we don't just stop there. We also look at three amazing sports organizations that have been working hard to propel women's sports forward. This is a topic that we are passionate about.

Check out our women in sports initiative: Women in sports: Beyond the hashtag to see how you can get involved.

Welcome to part two of “Turning Your Fan Database into Revenue”! In this episode, we dive into a real-life case study featuring Mark Scanlon, the director of the League of Ireland, part of the Football Association of Ireland, who has been utilizing Data Talks’ sports customer data platform to great effect.

Mark joined Stefan Lavén, CEO and founder of Data Talks, at Sports Pro Live, where he shared League of Ireland’s remarkable journey of growing its supporter base, leveraging fan data to boost revenue, and enhancing the overall fan experience. Discover how they used data insights to better understand their audience, increase engagement, and ultimately drive commercial success.

Tune in to gain valuable insights from this partnership and learn how harnessing fan data can transform your sports organization’s strategy.

Welcome to our new episode, where we sit down with Deji Akande, the visionary CEO and Founder of Gateway Sports & Entertainment.

As a next-generation sports marketing and entertainment agency, Gateway is at the forefront of representing world-class talent, collaborating with global brands, and supporting ambitious rights holders to craft authentic stories and forge meaningful partnerships. Join your host Lorraine Moalosi, as we delve into Deji’s world and uncover the incredible impact he is making through Gateway Sports & Entertainment.

Embark an interesting conversation with an ambitious and determined entrepreneur who is passionate about creating real impact through action.

We sat down with Julia Roca Valverde - a world-renowned Event Manager & Ticketing Strategist.

She has worked extensively in Sports Management, Ticketing Strategy, Event Production, and Coordination with events such as the Davis Cup. She also founded The Spanish Ticketing Association and is a lecturer at the EU Business School for the MBA and BA programs of the EU Virtual Campus.

For our interview we discussed:

1. How to create fantastic events
2. How sports organizations should approach their ticketing strategies
3. Julia's experience as a woman in sports
4. Changes Julia would love to see in the sports industry

Julia has graciously offered to chat with anyone who messages here on LinkedIn so if you have any questions at all, make sure to connect with Julia. 

Meet Stefan Lavén the CEO and Founder of Data Talks. 

Did you listen to #49 with Martin Jacobsen, Ticketing Manager at FC Midtjylland on Using a subscription model to sell football tickets? Well, Stefan was the interviewer. So in a sense, you have already met him.

In this episode, however, we get to interview him. We look back:

1. on the journey that our company Data Talks has been on so far in 2022  
2. the highlights and crucial steps we took this past year 
3. and also look forward to what we hope will happen in 2023 

Stefan also gives all the aspiring CEOs and leaders out there advice on how to achieve as much success as he has so far. Follow Stefan on LinkedIn to connect with him.

Join our mission
At Data Talks, we are passionate about equality. This past year we have worked hard to advocate for women's sports in order to bring more visibility for women in sports through our initiative: Women in Sports: Beyond the hashtag. Not only that but we have, and continue, to strive to create tangible value for women's sports by bringing commercial success to clubs and leagues within that sector. Along the way, a lot of people have joined our mission by joining our Women in Sports: Beyond the hashtag community platform. Members have an opportunity to network, collaborate and exchange skills and knowledge. They also get an opportunity to expand their personal brands by coming on to the podcast, speaking at our events and collaborating with us on various projects.

Why not become a part of the change as well by joining our community today?

About Data Talks

Data Talks CDP is a Customer Data Platform built specifically for sports. We make it easy for sports organizations to sell more tickets, negotiate sponsorship agreements of higher value, and increase merchandise sales. We are an international company with Swedish roots, headquartered in Stockholm, Sweden. Some of our proud clients include RC Lens, The Austrian Ice Hockey Association, PAOK FC, AIK, the Swedish Golf Federation, and Collingwood FC.

Last week we organised a LinkedIn Live event to mark the launch of your eagerly awaited book, “More supporters. Superior sales. Real revenue: 4 Fundamentals of selling tickets and merchandise.

In case you missed it, we brought you this week´s special podcast episode, where you can listen to our Head of Communications and PR, Lorraine Moalosi, CEO and Founder Stefan Lavén, and Chief of Growth, Dionysios Zelios, discussing the key takeaways from the book and the key insights from the book, answering questions from viewers, and sharing their extensive experience in sports, tech, growth, and marketing.

Lorraine, Stefan and Dionysios joined forces to co-author the book to help all sports clubs sell more tickets and merchandise and negotiate sponsorship agreements of higher value.

“More supporters. Superior sales. Real revenue: 4 Fundamentals of selling tickets and merchandise” is now available in digital and print versions here. All proceeds from the book sales go directly to the LvelUp Foundation. This charity in Uganda uses football for child development, specifically focusing on girls. The Foundation provides girls with access to education, health care, and life skills training through football.

Ever heard of the Five-A-side Approach to Athlete/Sponsorship relationships?

In this episode, Karen Ramirez, the founder of Sporting Sheroes, talks about the relationship between athletes and sponsors. She shares five straightforward tips for both athletes and sponsors to ensure a smooth and successful partnership. Karen emphasizes the importance of professionalism, clear communication, and mutual respect. As the year ends, she encourages listeners to set goals for the next sporting year and supports those considering sponsorship.

Tune in for practical advice on building positive connections in the world of sports.

In this episode, we’re excited to welcome Stef McLaughlin, the Commercial Manager at Lewes Football Club. This pioneering club is renowned for its commitment to gender equality in football. Lewes FC is breaking new ground with its inclusive approach, from breastfeeding facilities in the stands to offering a diverse range of healthy vegan options on match days.

Join host Lorraine Moalosi as she sits down with Stef to explore her role at Lewes FC and how the club pushes the boundaries of traditional football culture. Discover the innovative steps Lewes FC is taking to broaden the horizons of the football community and make the sport more welcoming to all.

Tune in to learn how Lewes FC sets a new standard for inclusivity in football and hear firsthand about their groundbreaking initiatives that are changing the game.

Today, we’re talking about something that’s absolutely essential – understanding the emotional connection with fans and how using data in a more personal way can drive not just engagement, but lasting loyalty and growth and how you are going to learn about all of this and more at the Data ‘Talks’ Revenue Conference.

Being in a sold-out sports event is an overwhelming sensory and emotional experience. From the moment you step into the stadium, there’s an electric energy in the air that feels almost tangible. The hum of thousands of conversations, the constant buzz of excitement, and the occasional roar of a chant rising from the crowd wash over you as you find your seat. You can feel the anticipation building, almost like static electricity, as fans from all corners of the stadium unite in their passion for the game.

At times, the crowd falls into a tense silence, but even then, there’s a crackling energy that hovers in the air, as if everyone is holding their breath, waiting for the next moment to explode.

"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion." These are the wise words of Dale Carnegie. This sentiment cuts right to the heart of why personalising your fan engagement strategies is so important. Fans, especially in sports, don’t just make decisions based on logic or pure reasoning. They are driven by emotion – the thrill of victory, the pain of defeat, the pride in their team, the connection with their favourite players. In sports, emotions run deep, and that’s what makes this industry so unique.

Nudge theory, developed by behavioural economist Richard Thaler, tells us that people can be "nudged" into making certain decisions or behaviours through subtle changes in how choices are presented. And it’s not about making people do something; it’s about gently guiding them, often by tapping into their emotional triggers.

Think about it this way: if you want fans to attend more matches, buy more merchandise, or sign up for exclusive memberships, you need to nudge them toward those actions. You do that by making it emotionally compelling and easy for them – not just telling them logically why it’s a good idea. This is where data comes in, and it’s more crucial now than ever.

With the right data – and I mean personal data – you can understand what really motivates your fans. You’re not just treating them as one large group of people who love football or rugby; you’re treating each fan as an individual with unique preferences, passions, and emotional drivers.

This is where sports organisations can truly elevate their strategy. By using a Customer Data Platform (CDP) like Data Talks, clubs can bring together all the fan data in one place. This allows them to not just track who’s attending games or buying merchandise, but also to understand what resonates with individual fans: their favourite players, the games they never miss, or even the emotional moments they care about most.

When you have that data, you can personalise your communications, offers, and experiences. Instead of sending a generic email about the next home game, you send a personalised message to a fan who always attends derby matches, reminding them of how important their support is for that specific game. It’s a subtle nudge, but it works – because you’ve tapped into their emotions.

And why is this even more important in sports than in other industries?

Well, sports fandom is inherently emotional. Unlike other businesses where customers might be more logical in their choices, sports fans are loyal, often for life. They identify with the clubs they support, emotionally investing in every win, every loss, every season. This gives sports organisations a unique advantage – but it also means you need to be more thoughtful about how you engage them. You can’t rely on rational messaging...