Fiona Green’s book, Winning with Data, was an important step in the development of CRM in Sports.

Now, three years later, she has updated it. Therefore it seemed a good time to discuss the way this area has developed in the intervening time.

How it has evolved? If the principles have not changed, are they emphasized in different ways? And, what is coming in the next three years?

NOTE: This podcast was recorded before the ESL plans were revealed

If data is the new oil then Customer Relationship Management is the process of mining and refining the information for business use.

Over the last few years, major clubs have spent millions of dollars on getting the right message to the right person at the right time on the right platform. But what if money is tight, you don’t have the scale and those who run the club would rather put their resources elsewhere.?

Bas Schnater is an international fan engagement consultant. He has just left Dutch football team AZ Alkmaar after two years running the marketing department.

He built a CRM ecosystem from the bottom up. Appointing a partner, dealing with internal stakeholders and the changes they must accept, managing the messaging, commercialisation v content.

There is a lot to consider but the improvements can be significant.