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Community Partner: Aberdeen FC
Dons partner with Sports Alliance to improve supporter experience
Aberdeen Football Club is excited to announce a new partnership with leading sports data company Sports Alliance, which will significantly enhance engagement with supporters.
The team at Sports Alliance will draw on their experience working with 137 clubs and organisations worldwide to provide AFC with a dedicated Customer Relationship Management (CRM) system and data warehouse which will provide a single view of the way that each individual Dons supporter interacts with the club.
This new relationship with Sports Alliance will provide a crucial foundation as the club move towards making every Dons supporter a member of AFC, building on the successful launch of the AberDNA membership and, more recently, the free U12 membership AberDNA Junior which has seen 7,000+ young fans sign-up as official members of the club.
When asked about what the new partnership would entail, AFC’s Commercial Director, Rob Wicks commented, “Based on their track record, not only in the UK but worldwide, we are excited by what Sports Alliance can help us achieve in the coming years. They have 20 years’ experience in this area and tick a lot of boxes in where we want to head as a club as part of our digital modernisation strategy. “The sports marketing environment is increasingly being driven by data and we see this as a significant step forward as we strive to implement a ‘fansfirst’ ethos at the club, ranging from improving the matchday experience at Pittodrie to providing engaging and personalised digital content across RedTV and our social channels.”
Over the next few months supporters will see changes in the way that they interact with the club with a new Single Sign-On (SSO) process set to be implemented as part of the partnership.
On the significance of the SSO aspect of the deal, Rob added, “One thing we are really keen to do is simplify the process for supporters when they engage with us, and a big part of that is moving towards one account for every service we provide as a club. Initially the priority is on linking-up retail and ticketing but over the next year we also want to integrate RedTV, our hospitality offering as well as our memberships.
“This process will not only make things easier for supporters, but we will also receive a clearer picture of how each fan engages with the club and as a result we will be able to provide more personalised information and offers to them.”
Sports Alliance’s Founder & CEO, Anthony Khan added, “We are thrilled to be working with Aberdeen at such an exciting and important time in the club’s history. We look forward to helping the club understand their fans at a deeper level and enable commercial growth through the unification of supporter identity.
