Fan Equity Audit

Asses the value of your most precious asset, your fans

The Fan Equity audit uncovers revenue gaps, CRM health issues, and Fan Intent Signals gaps. Board-ready roadmap included. It is designed to give assessment to clubs, leagues, federations, as well as investors about the maturiy of the Fan Equity of the sport organization. Designed specifically for the sports business, the audit provides a clear, structured, and actionable diagnosis of how a club collects, manages, activates, monetizes, and governs fan data and how this impacts revenue, engagement, and performance in order to turn it into a clear asset for the organization.

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THE MODEL

Learn about our Fandom Analytics model

Too many sports organisations focus on running activities rather than generating revenue. The sports industry generates vast amounts of data , ticketing, e-commerce, social media, sponsorship, mobile but this data often remains siloed, underutilised, and disconnected from the business strategy. We built our proprietary Fandom Analytics framework to unlock the potential. 

What You Get With the Fan Equity Audit

Whether you are at an early stage or already advanced, the Fan Equity Audit adapts to your level of maturity and ambitions. The Fan Equity Audit follows a clear, structured timeline designed to deliver fast clarity and immediate business value for sports organizations.

A complete diagnostic of your fan revenue system across all operational areas, and how it translates into clear assets for the organization.

 

It will gives you the following:

A Clear Maturity Diagnosis

You understand exactly where your organization stands across data, CRM, activation, monetization, and governance.

A Prioritized Action Plan

The audit delivers a concrete, phased roadmap, with clear priorities and recommendations to progress to the next DMOS level.

Business-Oriented Objectives

Each recommendation is directly linked to Fan engagement improvement, Revenue growth (ticketing, merchandising, sponsorship), Better ROI on marketing investments and Stronger data governance and compliance

A Foundation for our management services

The Fan Equity Audit is the strategic foundation of our management services, ensuring that future actions are structured, measurable, and scalable.

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How does it work ?

Context & Scope Definition

We analyze your organization, objectives, and digital perimeter in terms of CRM, ticketing, e-commerce, Digital platforms and media, Fan engagement and activation, Compliance and governance,

This ensures the audit is 100% aligned with your sports business reality

Data Collection & Interviews

We collect and analyze information across all relevant departments:

  • Marketing, ticketing, sponsorship, digital
  • CRM, data flows, tools, and governance
  • Campaigns, content, and fan activation

This step creates a complete and objective view of how data is currently used.

Evaluation Across the 9 Pillars

Each pillar is assessed using quantitative and qualitative criteria, covering the Tools and data flows, the Usage and activation maturity, the Measurement and performance tracking, the Alignment with revenue objectives.

Each area receives a clear score and expert commentary identifying strengths, gaps, and opportunities

Scoring & Certification Level

All scores are consolidated into:

  • A global maturiy score
  • A certification level (e.g. DMOS 2.0, 2.5, 3.0+)
  • An economic valuation of your fan database

At the end of the audit, your organization receives a global score, a certification level (e.g. DMOS 1.0 to DMOS 3.0+), and clear positioning versus industry best practices. 

This certification makes digital and data maturity visible, comparable, and measurable over time. 

Strategic Action Plan & Roadmap

Based on the results, we deliver a prioritized action plan:

  • Short-term quick wins
  • Mid-term structural improvements
  • Long-term data and revenue initiatives

Each recommendation is directly linked to fan engagement, monetization, and ROI.

Business Objectives & 12-Month Projection

The audit concludes with clear business objectives:

  • Revenue and monetization targets
  • Fan engagement and loyalty goals
  • Data governance and compliance milestones

This phase prepares your organization to progress to the next maturiy level within 12 months.

From Audit to Execution

The Fan Equity audit naturally connects to C’mon Sports’ management services and Fan Lab, enabling immediate execution, performance tracking, and continuous improvement.

WHO IT'S FOR

Clubs, Leagues, Federations

The audit works for clubs, leagues, federations at any maturity level whether you’re starting from spreadsheets or scaling an existing system.

Established Clubs

Scaling existing fan revenue systems and uncovering new growth opportunities.

Growth-Stage

Ready to move beyond spreadsheets and build proper fan revenue infrastructure.

Leagues & Federations

Multi-club assessment to standardize and lift revenue across your portfolio.

QUESTIONS

Questions We Hear Most

CRM export (contacts, transactions, segments), recent campaign metrics, revenue breakdown by product, and tech stack inventory. We sign an NDA.
 
4–6 weeks total. Kickoff call (60 min), deep dive analysis (10–14 days), board presentation (week 6).
 
Yes. We specialize in multi-club audit. We typically work with the Swiss Football League. Volume pricing applies (5% off 2–3 clubs, 10% off 4–6, 18% off 7+).
Book a 20-min intro call. We'll assess fit and give you a no-pressure recommendation.
 

Where does your organisation stand today?

Request a Fan Equity audit to assess your current level of maturity and map out the path that will take you to the next level.

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