Your fans and supporters are your greatest asset, the ‘lifeblood’ of any club, association or sporting activity. Their passion and loyalty is at the heart of everything you do, and each and every one of them deserves the very best you can deliver.

Sporting organizations are constrained to remain small- to medium-sized enterprises that cannot merge to achieve scale benefits; recognising, anticipating, and rewarding individual fans and creating personal experiences is challenging.

Our mission is to personalise sport for every individual fan, current and future.


Unify your data in our ‘Orange Box’ Data Platform

Marketing & CRM


Personalise your relationship with every fan



Set and deliver on your ambitions

Leicester City
Bristol City
Queens Park Rangers
Oxford United
La Liga
FC Barcelona
Liga Portugal
Getafe CF
Stade de Reims
Fluminense FC
CD Badajoz
Club Brugge
KRC Genk
Pro League
Royal Antwerp FC
Feyenoord Rotterdam
PSV Eindhoven
Sparta Rotterdam
British Canoeing
Glasgow Warriors
Gloucester Rugby
Bristol Sport Foundation

Dedicated to sport

Like your fans, we are dedicated to sport. Founded in 2002 in London, we have grown steadily to now serve over 130 individual sports brands across 9 separate countries or territories, from our home in the UK to Europe and the Americas.

Big or small, whatever shape the ball or nature of the sporting event or activity, we are immensely proud of every single client. Their success is our goal. Our relationship with our clients is personal and long-term. Their energy, passion, commitment and collegiality in sports continues to amaze and inspire us.

Sport transcends boundaries and joins individuals together, teams are always greater than the sum of their parts. The community and alliance our clients represent is stronger together.

Driven by data

Everything we do is driven by data. Your relationship with your fans and their digital and real-world behaviour fills the data lake that then becomes an invaluable resource for us to continue to ensure best-practice, experience and learning is passed back to you and personally to your fans again.

We also continue to invest and innovate to underpin and leverage the insight and best-practice represented by this data – new partnerships, new products, new approaches – in order to deliver value to our clients.

Clubs & Organisations
Fan Profiles
YoY Ave DB Growth
Single Sign On Logins
Marketing Communications
Sports Alliance APPS

The Sports Alliance APPS environment delivers easy access to all tools needed.

The Sports Alliance Filter Builder

Create your filters with our drag & drop filter builder

Business Intelligence with Tableau

All the insights you'll need to grow your sport organisation

Push Notifications

Send out push notifications with Yinzcam or SMS with Communicator


Creating responsive and content rich campaigns with Communicator

Our Single Sign Platform unifies supporter identities into one account

Campaign Assistant

Scroll through thousands of campaigns for inspiration and growth

Sports Alliance Products

Our products and solutions can cater to any need, now and in the future

Fan relationship toolkit

Marketing & CRM provides personal, multi-channel marketing communications and sales and relationship management that is tailored for sport. Digital? Unify identity with our Single Sign On and deliver personal experiences in web and mobile applications that delight your fans. Loyalty? Reward your fans with ClubCash and our payment solution ClubPay. Commercial? Build stronger partnerships with your sponsors and Global Marketing Network opens the door for new sponsor relationships.

Underneath is our ‘Orange Box‘ proprietary data platform for unifying, controlling and enhancing all your fan data; integrations, deduplication, AI predictive modelling, and APIs.

Every client ‘journey’ is different depending on their situation, priorities, partners and resources. Your journey will be unique to you and it is your ambition that decides your own individual path.

Better together

As we have grown over the years and expanded to new territories and markets we have established relationships with hundreds of different companies and technology systems and application providers in the Sports industry globally. This network of relationships and the frameworks these represent are fundamental in providing the data and the value we are able to create.

We also recognise a few key strategic, commercial and technology partners with whom we team up to create fan experiences that are beyond expectation.

Ticketmaster Sport

Senior management


Anthony Khan


Henk-Frits Verkerk

Director Benelux

Mark Taviner

Chief Strategy Officer

Wouter van Dijk

Director Benelux

Simon Porter

Chief Operating Officer

Territory managers


Anthony Khan

North America

Nuno Mena

Portugal / Latin America

Gaël Agneray

France / Belgium

Victor Alonso


Matt Swindells

United Kingdom

Henk-Frits Verkerk

Northwestern Europe

Our greatest asset

The majority of our senior management have been with the company since it was founded by Anthony Khan in 2002. Above and beyond this deep dedication to sport, they also bring valuable experience from marketing, technology, consultancy and agency work in other sectors.

Our territory managers represent further decades of knowledge and engagement with sports marketing and commercial partnerships, the majority having worked as clients before joining us.

Our engineering and operational hub is based in London, UK.

We work on a predictable subscription model for software and services, with dedicated account management and strong personal relationships in order to deliver value quickly, repeatedly and measurably.


Want to get in touch? Our territory managers are waiting for your call. Or click on the button to send us an email!

Sports Alliance Ltd.

40 Great Russell St
London WC1B 3PH
United Kingdom

Sports Alliance Benelux

Post address:
Seinpoststraat 49
2586 HB Den Haag

Visiting address:
Twentelaan 2 (Europasingel)
7681 NE Vroomshoop

Sports Alliance Spain

Avenida Manoteras, 10,
Portal A, Bajo 006
Madrid 28050


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