Marketing goals

How sports clubs can achieve marketing goals beyond the cookie

In preparation for the extinction of third-party cookies, Jake Leong, Strategic Account Manager, Cheetah Digital is here to explain how sports clubs can expect to adapt to this gigantic change.

The most important ingredient of any sports club is its members. To attract and retain members, sports clubs need to connect with fans on the right channels at the right time. But given that the death of the cookie is imminent, how do sports clubs encourage fans to share the information? You know, the “good stuff” that goes beyond names and email addresses, who they attend games with, and how far they travel to watch their team.

It all starts with understanding “the exchange of value”.

Savvy sports clubs know it doesn’t always have to be a discount or red-letter award that entices fans to share their contact details. Access to exclusive content and community initiatives can also be the catalyst for nonpartisan data collection.

According to Cheetah Digital’s report for sports teams and associations, 55% of fans will share psychographic data points such as purchase motivations and product reviews with sports brands. Even more, half of the fans surveyed say they want incentives such as coupons, loyalty points or exclusive access in exchange for their data.

Unleash revenue from your “known” audience

Give fans what they want and when they want it, and you can turn an “unknown” audience into a “known” audience. ‘Known’ fans offer great potential in the form of direct revenue, partner revenue and participation – a solid win for sports clubs.

With data shared by fans directly with their clubs and leagues, known as part zero datait is possible to find out what motivates fans as well as the best ways to engage with them.

Good examples of successful sports clubs across ANZ

Whether it’s driving excitement on game day, connecting with fans, monetizing a global audience, or increasing the relevance of content to reach a specific demographic; the following sports organizations create innovative and impactful digital experiences that drive results. From New Zealand to the UK and the US, these are the ones to watch.

The All Blacks

The All Blacks The New Zealand rugby team stands out in the space for the innovative way it collects valuable audience data and marketing opt-ins. Ahead of the Rugby World Cup final, the All Blacks tested their fans using an image of the All Blacks team, asking members to choose which line-up ball covers the real match ball.

To reward fans for their continued support, those who entered the correct answer were entered into a draw to win a poster signed by the entire All Blacks Rugby World Cup squad. When submitting their entry, entrants were required to enter their name and email address, providing All Blacks with valuable audience data for future promotions and marketing communications.

The Australian Open

The australian open should also be commended for its inspiring method of collecting marketing opt-ins. To capture rich and valuable audience data, Yahoo!7 channel Seven Sport has partnered with ANZ to drive engagement among tennis fans with a data-driven sweepstakes.

Published on the Seven Sport website, the contest gave entrants a unique chance to ask any Australian Open player any question – the ultimate prize for any tennis fan! To get involved, entrants had to submit their name, email address and phone number, and choose their favorite player they would like to have their question answered.

The best question of the day was then announced live and answered by the winner’s chosen player.

Data for victory

Even though Australians and New Zealanders are some of the most enthusiastic fans in the world and sports like rugby, Aussie Rules football, tennis and cricket have always drawn massive crowds; if sports clubs don’t keep their eye on the ball, capturing the motivations, intentions and preferences of fans at scale to deliver a truly personalized experience, they will lose. The only way for a sports club to stay competitive in this new digital age is to understand their fan base with data.