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Sports Alliance Signs Belgian Football’s Pro League

Tue 17th Jun 2014 | IT & Technology

Leading sports data management company, Sports Alliance has signed an agreement to provide and manage a fully integrated, supporter communications platform for the Belgium Pro League and its affiliated clubs, including Standard Liege, RSC Anderlecht and Club Brugge for the next three years. 

Sports Alliance, which operates from its main base in London and offices across Europe, will deliver a full user platform and also actively assist Belgium’s top league and each of its16 clubs to develop and execute a comprehensive supporter marketing policy. 

The Pro League organises the Belgian football competition in the first national division under the name ‘Jupiler Pro League’ and acts as the association for member clubs.

The agreement will strengthen the relationship between the league, each individual club and their supporters and provide a full Customer Relationship Management (CRM) package to personalise communications to different target groups. 

Supporter Marketing Platform      

The Sports Alliance platform, which is already in extensive use across the English Premier League, will streamline supporter data on a day-to-day basis with an initial cleanup process to validate information from the league and clubs and prevent duplication. The league and clubs will be provided with access to:

  • A comprehensive Data Warehouse for general management and storage of supporter data.
  • A Campaign Management tool to generate and analyse campaigns. 
  • A permanent link to the Communicator Corp email marketing tool for email campaign assessment.
  • A Contact Management system to support ongoing search processes and amendment of individual supporter profiles.  


The contract will be managed from Sports Alliance’s Dutch office based in Den Haag and Director Henk-Frits Verkerk said: “We are proud that the Pro League has put its confidence in us for the realisation of a Supporter Marketing platform for the whole league.

“We are convinced that our platform in combination with active marketing support can help the clubs and the Pro League improve the club-supporter and league-supporter relationships through specific and personal marketing,”

Ludwig Sneyers, Director-General of the Jupiler Pro League said:  “We chose Sports Alliance because they are, first and foremost, marketeers before they are engineers.

“Implementing a Supporter Marketing policy among the Pro League clubs demands more than just implementing a system. Sports Alliance goes beyond where traditional system suppliers stop, by actively helping customers actually achieve their marketing targets.”

Posted by: Aaron Gourley 

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