Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Using Technology to Improve Fan Engagement at Birmingham City Football Club

Tue 9th Aug 2016 | Fan Engagement

Birmingham City Football Club have successfully boosted average attendance figures, fan engagement rates and team interactions with a rewards-based program that represents a first of its kind!

With a long-standing reputation for showing fans their appreciation, the ‘Blues Loyalty’ platform provides fans with access to unique experiential opportunities which continues to bring fans closer to the team than ever before...

Season Ticket Holders and ‘Blues Loyalty Members’ earn 10% of points on both tickets and retail. Fans can earn points in a variety of ways, including; buying match tickets, merchandise, providing deeper profile data, attending stadium tours, opening and clicking on club emails, and even checking-in at the stadium and participating at partner locations.

In return, fans gain access to an ‘unmissable’ selection of exclusive discounts, benefits and ‘money-can’t-buy’ experiences with the club.

The Technology…

The portal, which is built by Green 4, is driven by the Club’s CRM system, allowing BCFC to aggregate data from a variety of transactional and interaction based sources, whilst maintaining that all important single customer view.

4Sight Sport & Leisure, a specialist CRM & Data Marketing Agency help BCFC manage their bespoke portal which allows Season Ticket Holders and Blues Loyalty Members to view, track and spend their loyalty points via a mobile friendly website portal.

The Results…

  • Revenue Increase: Built directly in Microsoft Dynamics CRM, BCFC are now able to measure increases in individual fan spend as well as season ticket renewals. Figures show a 500% revenue increase in total Blue’s Loyalty memberships in the past two seasons!
  • Ticket Spend: The average ticket spend per Blue’s Loyalty member has increased by 66%, rising from £70 to £208, from 2014/15 to 2015/16 season.
  • Tickets Purchased: The total number of match day tickets purchased by a Blues Loyalty member increased by 293%, from 2014/15 to 2015/16 season.
  • Loyalty Portal Stats: 14,218 visits, 107,158 page views, 180 seconds average session durations and 72% of all visits recorded from mobile or tablet device for the 2015/16 season.

Download the full study:

For more information or to book a meeting or on-site software demonstration please call +44 (0) 8455 088 149 or email marketing@green4solutions.com

Posted by: Kev Howland 

Tripleplay 468 banner V2 (468x60_Animated_v2.gif)
If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Liverpool To Attend Premier League Live In India

Wed 20th Sep 2017 | Fan Engagement

Liverpool FC has confirmed it will be attending the official Premier League Live (PL Live) event in Bengaluru, hosting an interactive LFC experience. The free event designed for fans of all ages will...

SportivePeople.com Launched As World’s Sports Social Network

Tue 15th Aug 2017 | Fan Engagement

SportivePeople.com, which was created as a social network across all sports branches for everyone interested in sports, was launched in April 2017, providing services in four different languages. The...

Manchester City Launch New Global Fan Engagement Platform

Mon 7th Aug 2017 | Fan Engagement

Manchester City has launched a brand-new, fan engagement platform for fans both at home and around the world to connect, share and get involved with the Club, as part of its ‘Cityzens’...

Everton Celebrate A Facebook Live First

Mon 7th Aug 2017 | Fan Engagement

Everton Football Club streamed a first-team game on Facebook Live for the first time ever yesterday as Ronald Koeman's side drew with Spanish giants Sevilla 2-2 in their final pre-season friendly of...