zero-party data for soccer clubs

The Value Of A Zero-Party Data Record For Elite Soccer Clubs

Danny O'ReillyLast Updated: Sports, Zero-Party Data

In the perpetual struggle to win silverware, sign the latest superstar and maximize TV revenues, fan engagement initiatives can get left a little behind. However, a value shared by more and more elite soccer teams is that connecting with core fans is invaluable to driving growth.

Forward-thinking soccer teams are not just focused on their performance on the pitch, they are beginning to look at ways to drive fan engagement, and more importantly collect fans’ motivations, intentions, interests, and preferences to truly personalize each fans experience with the club.

The solution to better personalization and fan engagement is zero-party data. For the uninitiated, zero-party data is not first-party data with a Premier League rebrand. First-party data is collected during ticket, shirt and merchandise sales, and includes things like past purchases, mailing address, date of birth and the like. All valuable information, but it’s purchase history, rather than future purchasing intentions.

It is possible for marketers to collect fans’ motivations, intentions, interests, and preferences at speed and scale, directly and proactively shared by the fan. And this data powers truly personalized marketing, improves fan engagement and ultimately drives revenue.

52% of sports fans would happily share data in return for product recommendations

A Champions League regular and Premier League heavyweight soccer team works with Wayin to collect fan insights through interactive experiences.

These interactive experiences conduct market research, accrue opt-ins and deliver an altogether better experience with a tangible value exchange for the fan. Through a combination of social stories, polls, quizzes and giveaways, that incorporate incentive mechanics, the soccer team collected zero-party data at speed and scale.

The team were able to identify that the revenue generated by new contacts collected through Wayin campaigns, who then converted into a transaction with the club spend on average $97 on club retail, ticketing or membership products.

$97 – value of a zero-party data record for elite soccer teams

Of course soccer clubs have always collected data on fans, through season ticket sales, fan loyalty schemes and the like, but all-too-often this data is housed in disparate databases, outdated and siloed.

With zero-party data, audience building and fan profiling never stops, it just evolves. Zero-party data helps soccer clubs keep their data accurate, relevant, and up-to-date, because it’s coming directly from fans. Through interactive experiences your fans can actively give you the data points you need to keep your profiles relevant. Constantly enriching and replacing data points with both quality and quantity.

The Rise Of The Zero-Party Data Economy

Download our latest white paper to learn the benefits of zero-party data, see examples of how to sports teams can collect it, and how it powers more personalized fan engagement