Sports Alliance and PSV extend collaboration until 2025

Eindhoven, The Netherlands – The results and the good cooperation with Sports Alliance is reason for both PSV and Sports Alliance to extend their contract for another three years until 2025.

Sports Alliance and PSV have been working closely together for the past five years to improve PSV’s data-driven marketing capabilities. During this period, PSV introduced Single Sign On for their fans and integrated a large number of data sources into the Sports Alliance Orange Box. Because of this and PSV’s data-driven strategy, the fan database has doubled in the past five years.

Joeri Verbossen, PSV’s Marketing Intelligence Coordinator: “Our motto is ‘Show me you know me’ and with that in mind we want to get to know all our fans as much as possible and be of service to them on all our communication channels. The Orange Box platform and the partnership with Sports Alliance allows us to approach our fans in the most personal and targeted way possible.“

A key requirement to the strategy is the integration of the most important data sources into one data warehouse, the Orange Box, which the club can work with. Joeri continues: “In the past, we spent a lot of time and money on bespoke integrations. The Orange Box makes integrating data sources a lot easier and faster. The time and money we’ve saved has now been used to further improve our marketing efforts. That is perhaps the biggest gain from the collaboration with Sports Alliance.“

PSV’s marketing team has used the new possibilities in data-driven marketing not only to send more relevant communications, but also to facilitate more interactions with fans through gamification, surveys and CDP capabilities on the website. All available data in combination with Maileon’s marketing automation platform, which was delivered at the end of last year, offers PSV even more possibilities to further improve communication and to continue to strengthen the bond between the club, partners and all fans.

Wouter van Dijk, director of Sports Alliance Netherlands: “We have helped to accelerate PSV’s development into a data-driven organisation. But just as important, PSV’s enthusiasm, requirements and input have also helped us to further develop our platform. In that sense, the partnership is a win-win for both us and PSV. We certainly look forward to continuing to work together in the years to come.“

About PSV

PSV wants to be a serious contender for the Dutch championship every year, has UEFA Champions League ambitions and strives for a top sporting climate with professionalism on and around the pitch. With that ambition, PSV has been using Sports Alliance’s services in the areas of data management, CRM and omni-channel marketing since 2017 and the club has developed into the frontrunner when it comes to actively and personally approaching fans.

About Sports Alliance

Sports Alliance, founded in 2002, has grown steadily and now serves over 140 individual sports brands in 9 different countries. With over two decades of experience, Sports Alliance helps sports clubs and organisations to use technology, analytics, and marketing insights to increase fan satisfaction and help achieve their ambitions. Sports Alliance is the only company to offer an end-to-end fan relationship management solution across CRM & Marketing, Digital, Loyalty and Commercial, designed specifically for sports marketers. Read more about Sports Alliance at www.sportsalliance.com or visit the Linkedin page.