Sustaining Support during Covid-19 - (and beyond) Matt Swindells and Wouter van Dijk - Sports Alliance

Sustaining Support during Covid-19
(and beyond)
Matt Swindells and Wouter van Dijk

Introduction

Sports Alliance Community COVID pillars

       Delivery              Engagement         Development

• Codes                  • Key Updates    •   Ideation
• Refunds                • Guidelines     •   Conceptualisation
• Matchday information   • Gamification   •   Test and Learn
                                          •   New products

Part 1: Delivery

Helping to bring sport back

Comms – 20m targeted emails sent          Streaming – 750k individual codes delivered
in March to update and inform fans        across all sports to enable fans to access live
                                          sport.

Single Sign On – 1m logins as live        ClubCash Refunds – Processed over
streaming started across Europe           £6m worth of refunds in ClubCash

BI – reporting across key commercial      Operational Mailing Lists created for all
streams to help predict and identify      Clubs – easily and efficiently
fiscal impact                             communicate with fans regarding their
                                          Season Ticket Refund

CRM – outbound calling lists created to   Partial Capacity – planning to safely
identify most vulnerable supporters for   bring supporters back in a socially
calls                                     distanced environment

Compensation

Partial Capacity
TypeForm, Social Distancing Manager, Targeted Comms

Streaming

MatchDay Information

                 -   In app tickets, enabled by SSO

                 -   Targeted push notifications,
                     enabled by SSO

                 -   Digital matchday books

Part 2: Engagement

From Physical to Digital

Traditional products re-imagined
for the digital age.

•   Virtual Mascots

•   Virtual Squad Photos

•   Personalised message from
    Players

Integrations

Part 3: Digital Handover

Doubling down on engagement

From Pub quizzes, to e-
sports, to podcasts to
Foundation updates.

Each and every client
made sure supporters
were kept informed and
entertained.

Personalised Kit

                   To encourage fans to accept a
                   streaming code rather than a refund
                   for 2019/20 games,

                   Bristol City offered an option of
                   taking a code alongside the fans
                   name being included on the special
                   edition 3rd shirt which we will be
                   worn for one game only.

Rangers Soccer Academy

The online resource features
exclusive footage of coaching
sessions with the Rangers
Academy’s top coaches and
provides observers with
unprecedented access to the club’s
methodology on youth                                            Engagement
development.

The Online Academy has already
been used extensively by Rangers’
Official Partner clubs Bengaluru FC
in India and Orange County Soccer
Club in the United States and is now
available to clubs at all levels
across the globe.

Virtual Mascots

Package includes:

•   A personal message from the mascot's favourite player
    or the head coach.

•   An appearance on Swansea City's official social media
    channels on matchday.

•   A picture of the mascot in the matchday programme (a
    hard copy will be sent out up to two working days after
    the match).

•   A picture of the mascot within SwansTV live coverage

•   A Swansea City mascot certificate signed by the head
    coach or club captain

•   A match worn shirt signed by the mascot's favourite
    player

eSports

          Wolves eSports is the professional gaming
          arm of Wolverhampton Wanderers
          Football Club.

          All of the latest eSports news, tournament
          information, player profiles, and access to
          the official Wolves eSports gaming portal
          on wolves.co.uk.

School of Stoke City

                       Each week during lockdown brought a new
                       subject and a new range of activities to keep
                       young fans occupied, as well as honing their
                       skills.

                       The star pupils were in with a chance of
                       winning their very own signed Stoke City shirt,
                       as well as featuring across stokecityfc.com,
                       and social channels.

                       The School of Stoke City was open to any fans
                       aged up to 11 years old.

Removing Physical Barriers

Exclusive benefits

                     Wolves and Fulham are both working with OpenPay.

                     Interest free, buy now and spread the cost.

                     Following the trends of leading e-commerce businesses and
                     appealing to a broader range of supporters

QPR App
                                                      Gamification, recognition, reward

Users login with their SSO account

Collect QPR Coins for completing challenges, visiting
sponsors, reading articles and watching videos whilst
having access to OTT, news and results.

Supporters can then exchange their QPR Coins into QPR
Cash and spend on retail and ticketing, all in real-time
using the Sports Alliance loyalty engine and Supporter
API.

Part 4: Development

24

            SSO is now the digital turnstile for many

     CLUB ACCOUNT   IDENTITY, GDPR   PERSONALISATION   EXPERIENCE   DELIGHT

25

                                      Developing the Membership offer
                                                         SSO becomes the enabler

        Physical              Exclusivity                Matchday                  Engagement                  Fiscal                  Learning

     • Access to           • Personalised            • Programme               • Podcasts                • Buy Now,                • Soccer
       tickets               Messages                • Streaming               • Live Q&A                  Pay Later on              Schools
     • Welcome             • Personalised            • Audio                   • Pub Quiz                  Retail                  • Workbooks
       pack                  Kit                       Comms                   • Fan                     • Interest Free           • Foundation
                           • eSports                 • Pre & Post                Consultation              credit
                             invites                   press                     & Forums                • Various
                           • Gamification              conference              • MyPages                   Subscription
                                                     • Virtual                                             options
                                                       Mascot

                  Underpinned by Loyalty via ClubCash and personalisation via Supporter API
       Every product can be delivered via SSO entitlement on a subscription basis – why not let fans choose their benefits and price it accordingly

Sustaining Support during Covid-19
(and beyond)
Matt Swindells and Wouter van Dijk