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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