In this special live-recorded episode from the Data ‘Talks’ Revenue Conference 2024, held at AFC Wimbledon’s Cherry Red Records Stadium in London, we bring you an insider look at “The Story of 1. FC Magdeburg’s Revenue Boost from Supporter Data.”

Listen as Martin Geisthardt, CEO of 1. FC Magdeburg, and Peter Kekesi, Product Manager at Data Talks, take the stage to reveal how the 2. Bundesliga club turned supporter data into a significant revenue boost. From strategies that connect with fans to effective data use, Martin and Peter break down the steps behind their success.

Tune in to hear how 1. FC Magdeburg is leveraging data to better understand their fans and drive sustainable growth.

In this engaging panel from the Data Talks Revenue Conference 2024, hear insights from AFC Wimbledon’s Head of Revenue and Operations, Bal Srai, alongside CRM and Performance Marketing Manager, Jamie Dorsman, and Sports CRM Consultant, Paul Brierley. Moderated by Fiona Green, CEO and Founder of Winners, this episode dives deep into how AFC Wimbledon’s innovative data strategies are revolutionizing fan engagement in the EFL.

Discover the challenges and successes of implementing data-driven approaches and learn how they’re not just enhancing revenue but also building a stronger connection with fans. Join us to explore the future of sports marketing and fan relationships!

In this episode, we dive into an inspiring panel discussion from the Data ‘Talks’ Revenue Conference 2024, held at AFC Wimbledon in London. Moderated by Dana Dar, co-founder of Kick Off, the conversation features key figures in women’s sports, including Helen Ward (Head of Women’s Football at Watford FC), Aidan Boxall (Women’s Team General Manager at West Ham United), and Shrey Nilvarna (Fan & Community Engagement Manager at Lewes FC).

Together, they explore innovative strategies to build and strengthen fandom pathways in women’s sports, sharing their experiences and insights on engaging fans, growing support for women athletes, and driving progress across the sports industry. Tune in to discover how these leaders are shaping the future of fan engagement in women’s sports.

In this episode of the Data Talks Sports CDP Crash Course Podcast, Karen Ramirez, founder and skipper of Sporting Sheroes, takes the guest host seat to delve into a topic close to her heart: the relationship between men’s and women’s teams within a club. Drawing insights from the recent Data Talks Revenue Conference, Karen emphasizes the importance of inclusivity and parity in sports, highlighting how both teams can coexist and thrive together.

Karen explores various aspects of club dynamics, including player visibility, merchandise availability, coaching approaches, and facility access. She champions celebrating both teams for their unique qualities while striving for equality in resources and support.

Join Karen as she discusses the evolving culture of club support, encouraging fans to embrace both teams and celebrate their journeys towards greater heights. This episode inspires listeners to recognize the power of inclusivity and its role in shaping the future of sports.

The global women’s sports industry is projected to exceed $1 billion in revenue by 2024, thanks to increased investments, growing visibility, and a surge in fan engagement. A prime example of this success is the 2023 FIFA Women’s World Cup in Australia and New Zealand, which became the first edition to break even after years of financial loss, as reported by Quartz.

In this panel discussion, hosted by Lorraine Moalosi, we delve into the factors driving profitability in women’s sports. Our esteemed guests include Nancy Hensley, Founding Member and Advisor at Mercury 13, Lindi Ngwenya, Director at Sisu Sports Management, and Julia Roca Valverde, Event Manager & Ticketing Strategist. Together, they will explore the critical role of decision-making in shaping the financial landscape and empowering women’s sports globally.

Today I want us to do something different. Instead of talking about the future of women’s sports, I want us to dream about it, together. And not a future in the next coming 5 years, but rather, a future that happens in a mere 14 months, at the end of nex year.

"It’s December 15, 2025. We’re here, watching a sold-out stadium filled with thousands of passionate fans, all draped in the vibrant colors of their favorite women's sports team. This isn’t a dream—it’s the future of women's sports, and it's happening right now. The stands are packed, and excitement is radiating through the air. Everyone is on the edge of their seats, anticipation building as the game kicks off. But there’s something deeper at play here than just the action on the field—something that has transformed women’s sports forever. And it all comes down to one thing: data."

"Today, every single one of those fans has been a part of a carefully crafted experience. The club didn’t just sell tickets and hope for the best—they used data to get to know their fans, to understand what they love, and to make sure this experience is unforgettable. And that’s why, game after game, season after season, these same fans keep coming back. Women's sports have always had the heart, the passion, the talent. Now, they’re proving to the world they can deliver the profits too."

"Let’s break it down. When we talk about 'harnessing data,' we’re not just talking about numbers. We’re talking about deep insights into who these fans are, what makes them tick, and how clubs can connect with them in meaningful ways. With data segmentation, women’s sports clubs can categorize their fans based on behaviors, preferences, and spending habits. It’s like having a crystal ball that tells you exactly who’s most likely to buy tickets for the next big match, or who’s going to jump at the chance to snag exclusive merchandise."

"And then, there’s gamification. Look around this stadium—it’s not just a place to watch sports; it’s a playground for fans. Before today’s match, thousands of fans played a score prediction game on their phones, eagerly inputting their guesses and earning points. Not only did it build anticipation, but the club now has something even more valuable—the fans’ contact details, and insights into their behavior. Data like this turns casual spectators into die-hard supporters who come back, time and again. Fans feel like they're part of something bigger, and they’re more likely to engage in the future."

"Now, let’s talk about the numbers that prove just how powerful this transformation has been. Research shows that women's sports fans have a higher purchase intent compared to their male counterparts. In fact, a Nielsen study found that 84% of women’s sports fans are more likely to purchase a product because it sponsors women’s sports, compared to 68% of general sports fans. This isn’t just about loyalty—it’s about a fanbase that is willing to spend, and spend big, to support the teams and brands they love.

And it doesn’t stop there. Women’s sports fans are more engaged online, too. Clubs that have embraced data are seeing exponential growth in social media interactions, website traffic, and digital engagement. Fans are staying connected year-round, not just during the season."

"Fast forward to next season. Picture this—those same fans, now back in their seats, eagerly awaiting the kickoff of another unforgettable game. They’re not just here because of loyalty; they’re here because the club knows them. They receive personalized offers, exclusive content, and VIP experiences tailored specifically to their preferences. The club uses data to make sure every touchpoint, from the moment they purchase their ticket to the moment they leave the stadium, is seamless and unforgettable.

And the beauty of it all? This is just the beginning. Women's sports are proving that with the right tools, they can compete on every level—bringing in...

Today, we’re talking about something that’s absolutely essential – understanding the emotional connection with fans and how using data in a more personal way can drive not just engagement, but lasting loyalty and growth and how you are going to learn about all of this and more at the Data ‘Talks’ Revenue Conference.

Being in a sold-out sports event is an overwhelming sensory and emotional experience. From the moment you step into the stadium, there’s an electric energy in the air that feels almost tangible. The hum of thousands of conversations, the constant buzz of excitement, and the occasional roar of a chant rising from the crowd wash over you as you find your seat. You can feel the anticipation building, almost like static electricity, as fans from all corners of the stadium unite in their passion for the game.

At times, the crowd falls into a tense silence, but even then, there’s a crackling energy that hovers in the air, as if everyone is holding their breath, waiting for the next moment to explode.

"When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion." These are the wise words of Dale Carnegie. This sentiment cuts right to the heart of why personalising your fan engagement strategies is so important. Fans, especially in sports, don’t just make decisions based on logic or pure reasoning. They are driven by emotion – the thrill of victory, the pain of defeat, the pride in their team, the connection with their favourite players. In sports, emotions run deep, and that’s what makes this industry so unique.

Nudge theory, developed by behavioural economist Richard Thaler, tells us that people can be "nudged" into making certain decisions or behaviours through subtle changes in how choices are presented. And it’s not about making people do something; it’s about gently guiding them, often by tapping into their emotional triggers.

Think about it this way: if you want fans to attend more matches, buy more merchandise, or sign up for exclusive memberships, you need to nudge them toward those actions. You do that by making it emotionally compelling and easy for them – not just telling them logically why it’s a good idea. This is where data comes in, and it’s more crucial now than ever.

With the right data – and I mean personal data – you can understand what really motivates your fans. You’re not just treating them as one large group of people who love football or rugby; you’re treating each fan as an individual with unique preferences, passions, and emotional drivers.

This is where sports organisations can truly elevate their strategy. By using a Customer Data Platform (CDP) like Data Talks, clubs can bring together all the fan data in one place. This allows them to not just track who’s attending games or buying merchandise, but also to understand what resonates with individual fans: their favourite players, the games they never miss, or even the emotional moments they care about most.

When you have that data, you can personalise your communications, offers, and experiences. Instead of sending a generic email about the next home game, you send a personalised message to a fan who always attends derby matches, reminding them of how important their support is for that specific game. It’s a subtle nudge, but it works – because you’ve tapped into their emotions.

And why is this even more important in sports than in other industries?

Well, sports fandom is inherently emotional. Unlike other businesses where customers might be more logical in their choices, sports fans are loyal, often for life. They identify with the clubs they support, emotionally investing in every win, every loss, every season. This gives sports organisations a unique advantage – but it also means you need to be more thoughtful about how you engage them. You can’t rely on rational messaging...

When it comes to leveraging fan data to drive ticket sales, merchandise revenue, and high-value sponsorships, you need a partner you can trust. That’s where we come in at Data Talks.

At Data Talks, we’re proud to partner with a diverse range of sports organizations across various countries and sports. From the passionate football supporters of 1. FC Magdeburg in Germany to the committed fans of the Vålerenga in Norway and PAOK FC in Greece, our reach is broad. We also work with AIK, the trailblazing Lewes FC—known for their gender equality stance, and FK Crvena Zvezda, helping these clubs not only understand but also engage their supporters on a deeper level. But our expertise isn’t limited to football and ice hockey. We’re also working with the Swedish Golf Federation, Dolphins - which is competing in the Australian National Rugby League and the Austrian Handball Federation, to name a few.

No two clubs are the same, which is why we tailor our approach to meet your specific needs. For instance, when 1. FC Magdeburg wanted to increase merchandise sales, we helped them initiate a campaign encouraging fans to print their names on their jerseys to increase purchases. The outcome was impressive sales and a clear understanding that targeting specific groups can create fantastic results.

To check their strategy, 1. FC Magdeburg divided their audience and sent the same campaign to two different groups. Group one targeted those who purchased a shirt this year, but also spent a minimum of 90 EUR in previous purchases—a small but promising group of 1,200 recipients. Group two went broader, reaching all supporters who bought a ticket in the last two years, totaling a whopping 38,000 recipients.

The smaller group saw outstanding results—a jaw-dropping 66% open rate, a 6% click rate, leading to 20 orders and 1431 EUR in revenue from 1100 recipients. The larger ticket buyer group also held its own with a superb 54% open rate, and 6% click rate, resulting in 90 orders and a revenue of 7384 EUR from the expansive pool of 38,000 recipients.

While both groups had fantastic open rates, the segment that had previously bought merchandise stole the spotlight with higher conversion rates. Proportionally, this smaller segment generated significantly more sales. In fact, if that segment were as large as the the segment that had previously bought tickets, the numbers would have skyrocketed to 630 orders versus the already impressive 90 orders from the ticketing segment.

The message was simple yet impactful – a warm reminder that time was running out to secure tickets for the upcoming match.

The combined results from both groups brought in a total revenue of 8 815 EUR in the Fan Shop. Here’s the takeaway—the Data Talks Customer Data Platform (CDP) empowers clubs to go broad or laser-focused. Both approaches yield great outcomes, and the real magic happens when you pinpoint the right strategy, connect with the right audience, and present them with an irresistible offer.

Similarly, we helped SC Fortuna Köln prove the power of fighting until the last moment with their last minute ticket campaign. With just 20 hours remaining before a match, Fortuna strategically targeted around 9,000 profiles in their database who had not yet purchased tickets. The result? Despite the short ticket-buying window, the campaign led to an impressive 83% increase in ticket sales. The success of this initial campaign was just the beginning. Fortuna Köln recognised the vast possibilities that the Data Talks platform offered. Beyond overcoming their first challenge, they now look forward to utilising the platform’s advanced features, including segmentation, personalisation, and automation.

Fortuna Köln’s success story is a testament to the transformative power of data-driven strategies and the seamless collaboration with Data Talks. As the club continues its journey, it remains committed to embracing...