Customer examples
Real results from sports organisations
Scan individual campaigns by purpose, then open each case study for its audience and context.
42 campaigns from clubs, leagues and federations — each with its objective, audience and observed results.
MODO Hockey
Peter Forsberg limited-edition box
A limited-edition product launch sent to that season's ticket buyers.
- Open rate
- 48%
- Click rate
- 10%
- Boxes sold
- 600+
- Revenue in 48h
- €60k+
Lesson: Smaller targeted segments can outperform broad sends.
Read case study →OTTCustomer example — not a benchmarkFootball Association of Ireland
OTT season-pass launch
A season-pass launch for the federation's streaming channel, live within three days.
- Open rate
- 57%
- Click rate
- 4%
- Day 1 passes via CDP
- 54%
- Integration time
- 3 days
Lesson: Relevant launch messaging can concentrate early sales.
Read case study →TicketingCustomer example — not a benchmarkAIK
Season-ticket sell-out sequence
Two segmented emails and SMS, automated, to sell out season tickets.
- Conversion, email 1
- 9%
- Conversion, email 2
- 5%
- Profit
- €100k+
Lesson: Timely renewal reminders can turn intent into measurable revenue.
Read case study →TicketingCustomer example — not a benchmarkEHC Kloten
Final-day season-ticket reminder by SMS
One SMS to held-seat holders on the last day before seats went on general sale.
- Recipients
- 373
- Season tickets sold
- 143
- Revenue in 24h
- €170k+
- Campaign cost
- €23
Lesson: A deadline you already have can be a revenue moment.
Read case study →TicketingCustomer example — not a benchmarkNotts County FC
SMS follow-up to email openers
Supporters who opened ticket emails for the season opener were followed up by SMS.
- Recipients
- 8,456
- Revenue
- £6k+
- Campaign cost
- £304
- Revenue to cost
- 19x+
Lesson: Email engagement is a good targeting signal for a second channel.
Read case study →TicketingCustomer example — not a benchmarkAthletes Unlimited
Connected launch week across ticketing and commerce
Fan data from four commercial systems joined up ahead of a launch window.
- 7-day revenue
- $411k
- Merchandise
- $135k+
- First 24h
- $140k+
- Avg. time to purchase
- 5.5 hrs
Lesson: Joined-up data shows what a launch is really worth.
Read case study →TicketingCustomer example — not a benchmarkFerencvárosi TC
Always-on fan acquisition engine
A shift from one-off sends to continuous acquisition, win-back and attendance journeys.
- Database growth
- +783%
- Tickets sold
- +80%
- Season tickets
- +118%
- Churn win-back
- 34%
Lesson: Continuous programmes compound; single campaigns do not.
Read case study →SponsorshipCustomer example — not a benchmarkFerencvárosi TC
24-sponsor advent calendar
A daily advent calendar connecting supporters with a different sponsor each day.
- Reach
- 500k+
- Sponsors
- 24
- Cadence
- Daily
Lesson: Engagement formats can carry commercial partners without feeling like ads.
Read case study →TicketingCustomer example — not a benchmarkHC Pustertal
Real-time ticketing push from a small base
Live ticketing dashboards and fast last-minute campaigns from a 7,000-supporter base.
- First-week revenue
- €3k
- Attendance uplift
- +300–400
- Campaigns launched
- 4
Lesson: A small database can still move attendance quickly.
Read case study →EngagementCustomer example — not a benchmarkLeague-wide club programme
League-wide attendance and database programme
Shared tooling, training and segmentation practice rolled out across member clubs.
- Average attendance
- +24.6%
- Contactable database
- +70.2%
- Play-off attendance
- +16.7%
Lesson: Shared practice lifts every club, not only the biggest.
Read case study →TicketingCustomer example — not a benchmarkHockeyAllsvenskan
League digital revenue breakthrough
A pilot club scaled into a league-wide programme with dashboards and automation.
- Weekly league revenue
- 1M SEK
- Östersund, one month
- 281k SEK
- Troja Ljungby, one month
- 216k SEK
Lesson: Smaller clubs can post outsized numbers with the same playbook.
Read case study →TicketingCustomer example — not a benchmarkLeinster Rugby
Big-fixture ticketing push at Croke Park
Personalised, timed messaging for a marquee fixture, including never-targeted fans.
- Revenue
- €102k
- Tickets sold
- 2,901
- Share of attendance
- 5.6%
- From new audiences
- €54k
Lesson: New reachable audiences can be a large share of incremental revenue.
Read case study →EngagementCustomer example — not a benchmarkSC Paderborn 07
Unified fan data and campaign automation
Ticketing, merchandise and membership data joined into single fan profiles.
- Delivery rate
- 96–99%
- Open rate
- 30–40%
- Click rate
- 4–8%
Lesson: Deliverability and profile quality set the ceiling for everything else.
Read case study →SponsorshipCustomer example — not a benchmarkFAI and Circle K
Grassroots sponsor activation
A co-branded loyalty campaign to a quarter of a million grassroots contacts.
- App installs
- 1,699
- Estimated sponsor value
- €40–60k
- Open rate
- 35%
- Delivery rate
- 96%
Lesson: Verified first-party data makes sponsorship measurable.
Read case study →EngagementCustomer example — not a benchmarkMVM Dome
Black Friday offer to VIP visitors
Segmented previous event visitors received personalised Black Friday messaging.
- Open rate
- 50%
- Click rate
- 3%
Lesson: Past attendance is a strong basis for personalisation.
Read case study →EngagementCustomer example — not a benchmarkMVM Dome
Halloween campaign on a €100 budget
Paid social with lookalike audiences built new profiles cheaply.
- Ad spend
- €100
- Clicks
- 2,700
- New full profiles
- 1,600
- Conversion rate
- 60%
Lesson: Small budgets can build data when the capture flow is good.
Read case study →EngagementCustomer example — not a benchmarkVfL Bochum 1848
Three automations covering platform cost
Birthday messages, non-opener reminders and abandoned-cart flows running unattended.
- Automations
- 3
- Maintenance
- Zero
- Outcome
- Platform cost + surplus
Lesson: Automation earns quietly while the team works on campaigns.
Read case study →TicketingCustomer example — not a benchmarkTimrå IK
Ambassador campaign for season-ticket holders
Season-ticket holders shared unique discount links with friends and family.
- Open rate
- 100%
- Click rate
- 80.4%
- Extra tickets
- 256
- Of arena capacity
- 5%
Lesson: Loyal supporters will recruit for you if you make it easy.
Read case study →TicketingCustomer example — not a benchmarkCork City FC
Reactivating idle supporters for matchday
One campaign to opted-in profiles from ticketing and shop systems.
- Open rate
- 41.4%
- Click rate
- 4%
- Products sold
- 540
- Net revenue
- €8,785
Lesson: Low spenders and idle supporters still convert when asked well.
Read case study →MembershipCustomer example — not a benchmarkBIK Karlskoga
Membership campaign built from a phone
Two segments, set up on the move, sold memberships the same day.
- Same-day sales
- 60k SEK
- Memberships, day 1
- 49
- Memberships, day 2
- 6
Lesson: Speed of execution can matter more than campaign polish.
Read case study →MerchandiseCustomer example — not a benchmarkFK Crvena zvezda
Localised international merchandise
Local currency at home, euros abroad, plus outreach to global supporter clubs.
- Overall sales
- +24%
- Euro orders
- +802%
Lesson: Removing friction for overseas fans unlocks latent demand.
Read case study →TicketingCustomer example — not a benchmarkFK Crvena zvezda
Early access to derby ticket packages
Members got exclusive early access, with three reminder moments.
- Tickets sold
- 816
- Revenue
- €7,273
- Idle supporters converting
- 60%
Lesson: Exclusivity plus reminders converts dormant supporters.
Read case study →TicketingCustomer example — not a benchmarkMODO Hockey
A month of home-game campaigns run by one person
Twenty emails and four SMS campaigns across segments in two weeks.
- Ticket sales
- +12%
- Revenue
- 2.5M SEK
- Team size
- 1 person
Lesson: Volume of relevant, segmented sends beats one big blast.
Read case study →TicketingCustomer example — not a benchmarkMODO Hockey
Win-back offer to last match's buyers
Supporters who attended the last match but had not bought the next one.
- Open rate
- 38%
- CTR
- 2%
- Profit, one match
- €10k+
Lesson: The gap between two fixtures is an obvious targeting window.
Read case study →TicketingCustomer example — not a benchmarkÖstersunds IK
Twenty segmented campaigns in three weeks
A short-staffed club trained a board member to run segmented campaigns.
- Ticket revenue
- 96,697 SEK
- Campaigns
- 20
- Time frame
- 3 weeks
Lesson: Capability, not headcount, is often the constraint.
Read case study →EngagementCustomer example — not a benchmarkLOVB
Building a league database from zero
A new professional volleyball league started its contact base from scratch.
- Contacts
- 0 → 80,000
- Time frame
- 3 months
Lesson: Early data foundations set the ceiling for later commercial work.
Read case study →EngagementCustomer example — not a benchmarkDolphins
Fan fest built on experience, not discounts
Messaging led with the experience and still drove membership and merchandise sales.
- Open rate
- 56%
- Click rate
- 4%
- Revenue
- AU$66,855
Lesson: Engagement-led messaging can still produce commercial results.
Read case study →MembershipCustomer example — not a benchmarkDolphins
Thank-you note that drove renewals
A personalised thank-you message with a gentle renewal reminder.
- Revenue
- AU$154,847
- From renewals
- 89%
Lesson: Gratitude with one clear next step can outperform a hard sell.
Read case study →MembershipCustomer example — not a benchmarkDolphins
Segmented SMS for membership growth
Supporter segments received personalised SMS membership offers.
- Extra memberships
- 2,262
- Additional revenue
- AU$55,192
Lesson: SMS can add incremental memberships alongside email.
Read case study →TicketingCustomer example — not a benchmarkBjörklöven
Post-match thank-you and return-visit flow
Attendees were thanked immediately, then invited back with 24-hour campaigns.
- Tickets sold
- 9,029
- Unique buyers
- 2,028
- Ticket revenue
- 647,751 kr
Lesson: The hours after a match are prime selling time.
Read case study →SponsorshipCustomer example — not a benchmarkBjörklöven
Connecting loyal supporters with a sponsor
The most active supporters received a sponsor-led message.
- Open rate
- 55.9%
- CTOR
- 20.2%
- CTR
- 11.3%
- Sponsor connections
- 2,300+
Lesson: Sponsor value rises when the audience is genuinely engaged.
Read case study →TicketingCustomer example — not a benchmarkBjörklöven
Thirty-five segments across the fixture list
Relevant messaging per segment lifted even the least attractive fixtures.
- Ticket sales
- +22%
- Matchday revenue
- +18%
- Low-interest games
- +73% vs expected
Lesson: Segmentation helps most where demand is weakest.
Read case study →MerchandiseCustomer example — not a benchmark1. FC Magdeburg
Small segment versus large segment on shirt printing
1,200 high-value shirt owners were compared with 38,000 recent ticket buyers.
- Open rate
- 60%
- Click rate
- 6%
- Revenue
- €8,800
- Small vs large segment
- 7x better
Lesson: A small relevant segment beat a broad one by seven times.
Read case study →TicketingCustomer example — not a benchmark1. FC Magdeburg
Filling a less popular stadium section
A discounted offer for one sector sent to recent single-ticket buyers.
- Items sold
- 431
- Section filled
- 46%
- Attendance
- +1%
Lesson: One email can shift inventory nobody was buying.
Read case study →MerchandiseCustomer example — not a benchmark1. FC Magdeburg
T-shirt and ticket bundle across three segments
Ultras, past away-game attendees and previous ticket buyers each got their own version.
- Top open rate
- 61%
- Click rate
- 12%
- Items sold
- 429
- Revenue
- €9,006
Lesson: Per-segment versions lift open rates sharply.
Read case study →TicketingCustomer example — not a benchmarkFortuna Köln
First-ever last-minute ticket campaign
A personalised late offer to contacts without a ticket for the game.
- Ticket surge
- +83%
- Extra tickets
- 236
- Time frame
- 20 hrs
Lesson: A first campaign can still move the needle significantly.
Read case study →MerchandiseCustomer example — not a benchmarkSC Rheindorf Altach
Rebuilt communication across tickets and merchandise
Group-specific campaigns informed by purchase behaviour.
- Ticket sales
- +38%
- Merchandise
- +252%
- Extra revenue
- €381k
Lesson: Behavioural insight changes what you send, not just when.
Read case study →MerchandiseCustomer example — not a benchmarkSC Rheindorf Altach
New season jersey launch
An early launch of two jerseys to the whole database set a club record.
- Net revenue
- €10,675
- Reactivated supporters
- 24.5%
- Low spenders engaged
- 75%
Lesson: Launch timing can reactivate supporters who never bought before.
Read case study →EngagementCustomer example — not a benchmarkPAOK
Gamified prize wheel
A first gamification test offering shop discounts and other rewards.
- Participants
- 11,650
- Time frame
- <24 hrs
- Merchandise
- Sold out
Lesson: Play formats can clear merchandise stock fast.
Read case study →TicketingCustomer example — not a benchmarkPAOK
Raising average ticketing order value
Returning supporters were segmented, reminded pre-kick-off and offered upgrades.
- Previous order value
- €19.42
- New order value
- €42.02
- Increase
- +116%
Lesson: Upgrades and reminders can more than double order value.
Read case study →EngagementCustomer example — not a benchmarkSwedish golf programme
Triggered messaging to get golfers playing
Member registration data drove triggered, tailored messages at scale.
- Open rate
- 60–70%
- Member count
- +13%
- Bookings
- 12M
Lesson: Triggered relevance sustains very high open rates.
Read case study →OTTCustomer example — not a benchmarkSwedish Basketball League
Playoff streaming package
Single-match buyers were offered a playoff subscription package.
- New subscribers
- 125
- Time frame
- 2 days
- Subscriber growth
- +45%
Lesson: Pay-per-view buyers are the obvious subscription audience.
Read case study →Data Talks
Want to benchmark more than email?
Data Talks helps sports organisations connect supporter behaviour across ticketing, merchandise, memberships, websites, apps and communications — so teams can measure what actually drives revenue.