Business Apps

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SRM Data provides a window to the Data Warehouse for two key administrative functions - Product Categorisation and file upload of Supporter Contact Data from occasional sources, as opposed to scheduled or automated integration pipelines.

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The Player Administration Module (PAM) is an application designed to help regulate and administer payments between a professional Sports Club and squad players and other organisations – Clubs, Agents, Leagues, other 3rd Parties – specified in Player Contracts and other Transfer-related obligations. The system addresses known ‘pain points’ for Clubs in managing Player Payments due to the variation in individual player contract terms and the volatility of dependent statistics related to playing performance.

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Communicate and display clearly and compellingly all marketing strategy and results at board level using visualisations of key performance indicators and reporting.

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We integrate with Club messaging platforms to provide supporter data synchronisation and list sharing between the SRM Campaign application and a variety of messaging systems. Application Integration and contact synchronisation (where applicable) via the Data Platform provides the basis for fully integrated direct messaging from the SRM Campaign application.

As consumer technologies continue to migrate to mobile applications, we help clubs continue to choose the most effective channel for direct message delivery, email, sms or in-app. Where messaging content is simple – SMS, In-App – content may be administered directly within the SRM Campaign App. Messaging data is then transferred to a fulfilment platform via relevant API workflows. Response data is then written back to the Data Platform again by Integration or API processes.

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SRM Campaign makes data segmentation, message targeting and campaign administration easy to allow timely dispatch of targeted multi-channel direct marketing campaigns. The application integrates directly with Messaging systems - ESP, SMS and Native App providers -  as well as with CRM system and call centre (where present) to allow marketing messages to be pushed to the right people via the right channel at the right time.

Data Platform

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Integration is the 'glue' that links the Sports Alliance Data Platform to other 3rd party systems or applications. Integration brings together supporter, transactional and behavioural data across all touchpoints within the club, including ticketing, access, merchandise, web registration, hospitality and web applications in to the Data Platform.

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Analytical models provide a data-driven basis for enhanced personalisation and targeted supporter marketing in Sport.

Many of the key revenue or commercial products sold by Sports Clubs are seasonal or subscription based, and have enabled Clubs to form a significant level of affiliation over time with individual supporters.

We have 5 years of commercial and data experience in developing classification models to help identify key 'predicted' behaviours such as a supporter’s likelihood to renew or purchase a season ticket or membership. Every Club is different. We 'share' experience between model approaches but the underlying data is specific to an individual Club across seasons.

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The Supporter API is a resource-based RESTful web service, built on ASP.NET Web API and MS SQL Server technologies. It provides a secure and effective interface for 3rd party applications to access data and functionality relating to the full Supporter profile. It provides a single, standardised and consistent point of contact for applications for all aspects of the Supporter data profile – ticketing, retail, demographics, marketing, analytics and more.

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Built in Microsoft SQL Server, the Data Warehouse stores and processes data from all Club and 3rd party sources, providing a single reference for supporter data profile for all consuming applications, services or processes.

  • Data is retrieved or consumed from transactional source systems via Integration processes specific to each supplier, system or application
  • Schema mapping from source to generic across hundreds of supplier systems
  • Within the Data Warehouse hundreds of modules, functions and processes for implementing relevant business rules / logic work to cleanse, validate and de-duplicate data
  • Data validation and normalisation based on internal and external reference data
  • Individual supporter deduplication

Supporter Apps

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The Club Account delivers an end-to-end single sign on or identity service for all Club properties, suppliers and applications. The Club Account allows a supporter to register once, using Social Sign In if they choose, and log in across all and every Club domain, system or application, maintaining a consistent identity and experience throughout. Supporter data is validated on registration to ensure quality. Supporter marketing preferences for Club and 3rd Party are unified with the single profile to clarify and facilitate further sponsor activation.

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MySeason allows you to create personalised campaign or permanent web apps to engage your supporters across the course of the season. Regularly utilised by our Clients for Season Ticket renewals providing information targeted at the purchaser for all seats, memberships, hospitality and other product and package data for renewal or acquisition. Links directly with the Club sales systems for immediate fulfilment. The MySeason web app is built using latest Microsoft web technologies and is fully responsive across all platforms, browsers and devices.

Services & Consultancy

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The Club's own commercial and partnership team sources and builds commercial relationships with a broad range of Sponsors through the Season:

  • Main Sponsors. Shirt, Seasonal, Stand
  • Localised Non-conflicting Sponsors. Direct relationships with Match-related sponsors and Business Club
  • Centralised Partners. League and Competition, National / International brands with local interest

Sports Alliance Data Platform and Marketing tools provide a broad and engaging data set and range of capabilities for Sponsor activation.

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Knowledge, expertise and personal relationships are at our core. Our senior management team – Anthony Khan, Mark Taviner and Henk-Frits Verkerk – have each been with the Company since its inception in 2002.  Prior to this, each worked in business, technology and marketing consultancy positions. Jointly, they represent many decades of expertise in Technology, Marketing and Professional Sports markets, and the myriad client, supplier and partner relationships that this entails.

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We supply the tools & solutions and can also supply the service to deliver first class supporter direct marketing. Knowing that organisational, personnel and resourcing structure varies from Club to Club, we seek to complement any individual set up with a set of resources and services to help with communications strategy and design, campaign and communication delivery, as well as project management and co-ordination of suppliers.

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Moving or migrating stadium is a ‘once in a lifetime’ act for most Clubs, involving years or even decades of financial and architectural planning. We are concerned solely with helping you ensure that the Supporter Experience of the process is a pure and simple delight for all involved, and that Club Staff feel empowered to deliver this.

At Sports Alliance, we have lived through dozens of stadium migrations in over a decade of involvement in professional Sports and Supporter Marketing. We have invaluable experience – within our personnel and in terms of software, workflow and other IP assets – to help you conceive, design and implement your very own Supporter Marketing stadium migration plan.