Sports Alliance and Feyenoord extend cooperation until 2025
The contract between Feyenoord and Sports Alliance has been extended for three years until mid-2025. This will mark the continuation of an already well-established partnership that dates back to 2012.
Data marketing strategy
A long-term focus on database growth from Feyenoord’s Marketing Department resulted in the number of unique supporters in the Feyenoord database reaching one million by mid-2019. Since then, Feyenoord has continued to grow its database and enrich it with relevant supporter data where possible. This is all made possible by integrating various data sources into one data warehouse, Sports Alliance’s Orange Box.
Introductie Mijn Feyenoord-account
Since November 2020, it is possible for Feyenoord supporters to create a Mijn-Feyenoord account. With the introduction of the Single Sign On functionality provided by Sports Alliance and the connections to other digital platforms, supporters will finally have one login for the Ticketshop, the Feyenoord Fanshop, on Feyenoord.nl and recently, the Feyenoord mobile app. After registration, supporters remain logged in across these various digital platforms and can manage their personal details in one location.
With the introduction of Single Sign On and generating profiles through the website, as well as the use of predictive models, Feyenoord is now able to estimate the likelihood of a supporter making a purchase of a season ticket. With this information, the club can send the most relevant communication via email marketing and push notifications through the Feyenoord App.
Henk-Frits Verkerk, Client Service Director, Sports Alliance Netherlands: “How the importance of data has always been a central focal point within the marketing strategy of Feyenoord is an example for other clubs. The services of Sports Alliance are very useful in this respect. The collaboration with Feyenoord has always been a pleasant one and we look forward to continuing this in the coming years.“
The Sports Alliance Toolkit: An important factor for 10 years
It is widely recognised in The Netherlands that Feyenoord has the most loyal supporters who live all across the Netherlands. This was demonstrated again last season when Feyenoord supporters followed the club across Europe during their Europa Conference League campaign. When it comes to data management and omni-channel marketing, Feyenoord also scores off the pitch by actively and personally engaging with supporters, where Sports Alliance’s data warehouse and toolkit has been a key factor for over 10 years now.
About Sports Alliance
Founded in London UK in 2002, Sports Alliance serves over 140 sports brands across the UK, Europe and the Americas. Sports Alliance helps rights-holders use data, technology, analysis and marketing insight to enhance fan experience and revenue generation. Sports Alliance provides end-to-end fan relationship management tools and solutions in Marketing & CRM, Digital, Loyalty and Commercial. Our mission is to personalise sport for every individual fan, current and future. Recently Sports Alliance became part of KORE Software, read more about it here or visit the Linkedin page.