Sports Alliance provides world-class products, technology and services for fan marketing to the global professional sports industry. We enable clients to perpetually drive business value, efficiency and boost revenues.

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

Sports Alliance

Discover our toolkit..

Underneath is our ‘Orange Box‘ proprietary data platform for unifying, controlling and enhancing all your fan data.

Our toolkit provides personal, omni-channel marketing communications and relationship management that is tailored for sport.

Deliver personal experiences in web and mobile applications that delight your fans with our digital services.

Reward your fans with Loyalty engine and our ClubCash platform.

Dedicated to

Baltimore Ravens
DC United
Tottenham Hotspur
West Ham United
Leicester City

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.

Our full client list

Driven by data

Everything we do is driven by data. Your relationship with your fans and their digital and real-world behavior 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.

Years active
Unique Integrations
Fan Profiles
Transactions Processed
Marketing Communications

Your Marketing

Our approach to data and marketing is that your time is valuable and shouldn’t be waisted by waiting on support, questions about data or choosing the right channel. The Sports Alliance toolkit will make sure that you’ll be able to personalize every step of your fans’ journey across all your digital platforms and communications.


Loyalty Engine

  • Loyalty Engine gives points or cash on interactions or transactions
  • ClubCash forms a critical part of customer retention strategy, providing a clear reward for renewal.
  • Proven to increase data collection, spend per head, sponsor activation and seasonal renewal.


Orange Box®
APPS Platform
Contact Management

  • Experience up to 20% improvement in deduplication
  • Slice and dice your data with easy drag & drop interface
  • Manage 360° fan profiles in our Contact Management module and eliminate third-party systems
  • Embedded Analytics for AI-driven scoring and propensity models for actionable marketing and sales outcomes


Campaign Platform
Filter Builder
Campaign Assistant®
Business Intelligence

  • Omni-Channel, outbound connectors to Mobile Apps, SMS, ESP, CRM or Social.
  • Get inspired by 50,000+ campaigns in Campaign Assistant®
  • Benchmark and analyze your marketing efforts with our Tableau reports.
  • Save up to 18 minutes per campaign thanks to Campaign and Filter Builder.


Single Sign On
Fan API®

  • 50+ clients utilize our Single Sign On across Europe including 40% of the Premier League clubs
  • Personalization in app based on unified fan data with our Fan API
  • Leverage your ESP to drive increased marketing ROI, boost sales and drive qualified leads,


Curious about out toolkit and how it will supercharge your marketing?
Get in touch and book a demo with one of our representatives.

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.

Our greatest asset

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

More than a team

Although working from different locations in the world, each and every one within the Sports Alliance team is passionate about fans, data and technology. That is reflected within the team by so many different nationalities, backgrounds and sports, all brought together as one team to personalize sport.

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.

Book a meeting

We’d love to show you all that Sports Alliance can do for you and your fans. Book a meeting with one of our representatives and let us know what you’d like to see.


Matt Swindells


Antonio Alonso Mazario


Gaël Agneray


Our offices

Sports Alliance USA
Office Opening
Sports Alliance Benelux
Twentelaan 2
7681 NE Vroomshoop
Sports Alliance Ltd
40 Great Russell St
London WC1B 3PH
United Kingdom

Get in touch

Want to get in touch? Our representatives are waiting for your call. Click on the button below to send us a message or book a meeting directly.


Sports Alliance has officially been acquired by KORE Software. Learn more