The supporter relationship is the basic cultural and commercial lifeblood for each and every professional sports club. An enhanced supporter experienceis the single most compelling and unifying marketing objective. Sports Alliance provides a set of tools, solutions and services - the 'Orange Box' - to help Clubs provide an end-to-end and integrated supporter experience.

We believe that the professional sports market demands a commercial model that works for all, whether large or small, and we seek to bring best-of-breed solutions and services to our clients.

How we have arrived to where we are today is thanks to the story of each and every of our clients.

Nuestra historia, nuestros clientes

Our story, our clients

We began in 2002 with a single client engagement at Aston Villa with a brief to transform Supporter relations. We have grown over time with more Clubs, Leagues, and territories in which we operate.

We have both broadened and deepened our technology, product, solution and service offering.

In 2017 we are proud to manage over 15 mm direct supporter relationships on behalf of over 70 clubs in Europe.

Sports Alliance Company Growth
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    Sports Alliance founded

    We were created in 2002 to help define and support the CRM vision at Aston Villa. We have served the club until June 2018.

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    Aston Villa go live

    A real-time integration between CRM and ticketing applications has gone live at Aston Villa within their integrated Consumer Sales environment.

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    Arsenal Stadium Migration

    Begin work with Arsenal on what was our first Stadium Migration project from Highbury to Emirates, lasting over 3 years for Supporter Sales and Marketing.

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    Client growth

    Our Client base was in double figure in 2005. We work accross sport, including Football, Horse Racing, Cricket, Rugby and also with other membership organisations with Arts and Charities.

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    Data Warehouse

    Our first release of an in-house Data Warehouse MCV (Master Customer View) built in SQL Server.

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    Soccerex in Dubai

    Attend Soccerex in Dubai in 2005 with a selection of other 'Microsoft' technology partners from CRM, Ticketing, Access Control and Hospitality.

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    First User Day

    Host our first ‘Client User Day’, in conjunction with Arts Alliance, in London. Four clubs represented.

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    Portal Launched

    Our first web based Business App - the Sports Alliance Portal – released. Built in, html and SQL Server Reporting Services.

  • First Spanish Client

    Our first Spanish client was RCD Espanyol, a 2 year Stadium Migration project from Estadio Olimpico to what would become the new stadium at Cornella.

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    First Dutch Client

    The first Dutch client is Vitesse Arnhem. We continue to work for the Club now, 8 years later.

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    London Office 40 Great Russell St.

    The Sports Alliance office moved from Dean St. Soho to 40 Great Russel St., Bloomsbury. We're still based there, but expanded up- and downstairs.

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    Cloud Data Centre

    Cloud Data Platform implemented at European Data Centre. Migration of 'on premise' servers to Cloud ongoing over next years.

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    Leaders in Football

    Attend Leaders in Football event held at Emirates Stadium, home of then Sports Alliance client Arsenal.

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    Analytics Propensity Model

    Development of our first classification analytics model for membership renewal churn 'propensity' or risk for Arsenal.

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    Marketing Services

    Begin offer of outsourced Marketing Services, using in-house tools SRM Campaign and Messaging.

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    MySeason (PURL)

    Launch of first season of MySeason / PURL (Personalised URL) campaign applications.

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    User Day UK Mar 2012 at Molyneux stadium

    Our first User Day of 2012 at Molyneux, home of Wolverhampton Wanderers, who are a valued client still.

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    Microsoft Dynamics CRM for Sport

    CRM solution for Sport based on Microsoft Dynamics CRM 2011 launched. We migrated to Dynamics 2013 a year later, and continue to develop on the platform.

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    User Day UK Oct 2012 at Emirates Stadium

    Our second Client User Day of 2012 held at Emirates Stadium in London, including presentation from Experian UK on impact of financial crisis on UK Sport.

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    Athletic Bilbao Stadium Migration

    Begin Stadium Migration project for Athletic Bilbao. Acceleration of timings in early 2013 to complete move to San Mames within 7 months.

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    Villa Cash Launch

    Launch of Villa Cash, using Sports Alliance SRM Loyalty application. Includes Ticketing, Till / Ecommerce, Hospitality redemptions and earnings.

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    User Day UK Oct 2013 at Villa Park

    User Day 2013 held at Villa Park, Birmingham, at the newly opened Hospitality facilities in the Trinity Stand.

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    Queens Park Rangers Award

    Queens Park Rangers PURL (MySeason) campaign wins at UK Database Marketing and FC Business Awards for best use of technology in Marketing.

  • Belgian Pro League

    Success in tender for CRM services to Belgian Pro League, our second 'League' client after Dutch CED.

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    User Day UK Oct 2014 at Royal Geographical Society

    User Day at Royal Geographical Society, London. Over 50 individual clients attend, focusing on Benchmarks for growth and marketing performance over time.

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    Player Administration

    Launch Player Administration Module (PAM) based on customised Microsoft Dynamics with automated OPTA stats feeds.

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    FC Barcelona Stadium Migration

    Begin work with FC Barcelona on Socio marketing for rebuild of Nou Camp over next 7 years.

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    Tableau for BI

    Sports Alliance introduces Tableau for Business Intelligence, Dashboarding and Visualisation

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    User Day UK Oct 2015 at Kensington Roof Gardens

    User Day at Kensington Roof Gardens, London. Over 50 Clubs represented from around Europe, including some pink flamingos.

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    Atletico de Madrid Stadium Migration

    Stadium Migration project for Atletico de Madrid, Dynamics CRM for Sales Centre appointment management integrated to personalised Supporter web app.

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    Sports Alliance Benelux Userday 2016

    The First Sports Alliance Benelux User was held at Vitesse Arnhem's new trainingcomplex in Papendal.

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    Club Account - Single Sign On

    Club Account Single Sign On for Sport end-to-end solution launched for Sunderland AFC

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    Userday UK Oct 2016 London Stadium

    'Digital CRM Success' Userday 2016 held at the London Stadium, home of client West Ham United. Over 100 clients, partners en 'friends' attended. See 'articles'.

  • Sports Alliance Benelux Userday 2017

    The Second Sports Alliance Userday 2017 held in the Koning Willem II stadium, home of client Willem II, in Tilburg.

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    The annual Sports Alliance Day for the Benelux was held at 'Het Kasteel', the iconic home ground of Sparta Rotterdam.

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    Sports Alliance Madrid Office

    Sports Alliance opens our new office in Madrid and it was a pleasure to welcome so many of our clients from LaLiga and clubs.