How CRM-driven fan journeys are unlocking new revenue in sport

Sportz Interactive recently worked with a global sports franchise to use data-led personalisation as a direct revenue driver.

The campaign aimed to increase merchandise sales by segmenting fans into micro-cohorts, such as first-time app users, previous purchasers, and gaming participants.

Each group received tailored campaigns via email, push notifications, and in-app alerts. Messages coincided with match-day moments, player milestones, or product launches. For example, abandoned carts were followed up with gamified discounts, while previous season buyers were given early access to new jerseys.

The campaign, supported by real-time triggers, dynamic content modules, and A/B testing, generated merchandise sales totalling INR 4.8 million, with 10–15% directly attributed to CRM-led outreach. This result underscores CRM’s growing role in translating engagement into measurable business outcomes.

CRM Takes Centre Stage in Sports Revenue Strategies

As global sports consumption habits shift, the commercial conversation has moved from audience size to audience depth. For sports organisations, the priority is no longer how many fans they can reach, but how effectively they can engage and monetise them. Customer Relationship Management (CRM) systems are emerging as a core revenue tool in this transformation.

While digital content, social media, and gamification have long been used to strengthen fan connections, CRM is increasingly integrated into the commercial strategy of rights holders. The focus is on personalised communication at scale.

Commercial Implications for the Industry

The case demonstrates CRM’s potential beyond merchandise, with clear applications in ticketing, OTT subscriptions, and membership programs. In an environment where data privacy regulations are reshaping marketing, owning and leveraging first-party audience data is becoming a key asset for sports organisations.

Summarising the shift, CEO of Adelaide United, Nathan Kosmina, said: “Our purpose extends far beyond the pitch… By using football as a vehicle for social connection and opportunity, we’re proud to play a role helping newly arrived communities feel welcome and supported.”

For rights holders, the challenge will be integrating CRM not as an operational back-end, but as a central component of their monetisation model.

Strategic Takeaways

• Behaviour-based segmentation can increase conversion rates.

• Align campaign timing with high-emotion fan moments.

• Embed CRM at the heart of revenue strategies, not just as a communications tool.

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