How Data-Driven Marketing Helped Genève Sport Expand Its Fan Base – A Case Study with C’mon Sports & Arenametrix
In today’s fast-paced sports business landscape, growing a fan base isn’t just about game-day performance — it’s about reaching the right people with the right message at the right time. That’s exactly what Genève Sport achieved in partnership with C’mon Sports and Arenametrix.
Through a highly targeted lead generation campaign, Servette FC and Genève-Servette Hockey Club succeeded in attracting over 2,600 new qualified leads, increasing fan engagement and driving revenue — all before the season even began.
The Challenge: Reach New Fans, Not the Same Ones
Genève Sport manages the marketing and commercial rights for multiple professional sports teams. Ahead of the season ticket campaign, the organization set a clear objective:
Expand the fan base by targeting new supporters only, not existing fans already in the database.
This required advanced data segmentation, precise audience targeting, and a full-funnel digital strategy to drive measurable results.
The Strategy: Data-Driven, Personalized, and Exclusion-Based
The campaign was designed and executed in four strategic phases:
- Exclusion of Existing Fans: Using Arenametrix tools, we filtered out fans already in the club’s database to ensure the budget was used only to reach new prospects.
- Paid Campaigns on Meta (Facebook & Instagram): With deep behavioral and interest-based targeting, we launched ads aimed at engaging untapped audiences.
- Creation of Personalized Content: Custom visuals and copy tailored to different audience segments led to higher engagement and better conversion rates.
- Analytics & Lifetime Value Tracking: Using Arenametrix, we tracked the lifetime value of each acquired fan across the season — from ticket sales to merchandise purchases.
The Results: Real Impact, Real ROI
- 2,600+ qualified leads
- 16% made a merchandising purchase
- CHF 83.– average spend per lead
This campaign wasn’t just about short-term ticket sales. It built long-term value by identifying high-potential fans who contribute across multiple revenue streams.
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FAQ
This case study describes how C'mon Sports partnered with Genève Sport to implement Arenametrix, a sports-specific CRM and data platform. It details the challenges of managing multiple sports venues, the implementation process, and the results achieved in centralizing fan data and improving engagement across Geneva's sports ecosystem.
Arenametrix is a CRM and data platform designed specifically for sports and entertainment organizations. It centralizes data from ticketing systems, email campaigns, and digital channels to create unified fan profiles, enabling targeted marketing campaigns, automated communications, detailed audience analytics, and sponsor reporting dashboards.
Multi-venue organizations should implement a centralized data platform that integrates with all venue ticketing systems, standardize data collection processes across locations, create unified fan profiles that track engagement across venues, and use cross-venue analytics to identify patterns and opportunities for increasing overall attendance and revenue.
