The challenge: building a data-driven commercial model after promotion
Yverdon Sport, promoted to Swiss Super League for the 2023-2024 season, has been on the rise both in sporting and marketing terms. Following a major management change, the club set an ambitious goal: establish itself as a premier organisation in Swiss football by professionalising its commercial performance and building a sustainable first-party data asset.
Like many clubs, the challenge was structural. Fan and sales data existed across multiple systems but lacked a unified operating model. Limited segmentation prevented precise acquisition and retargeting, and growth actions were difficult to measure in a revenue-linked way. Yverdon Sport needed a partner to help turn fragmented digital activity into structured economic performance.
The solution: C’mon Sports’ Data Factory approach
C’mon Sports deployed its Data Factory methodology — a structured framework designed to centralise marketing and transactional data, improve data quality, build actionable fan segments, and activate them through targeted campaigns. The approach follows a clear logic: Collect → Integrate → Segment → Activate.
Phase 1: Data Factory Setup
We integrated key data sources into Arenametrix, including Ticketmaster ticketing data and merchandising data from the supplier CMS. This created a single, unified view of the fan base — the foundation for every action that followed.
Phase 2: Segmented Activation
With clean data in place, paid campaigns were tailored to specific audience segments. Creative performance was tested across channels, and retargeting was deployed to improve conversion efficiency. Every euro spent was optimised against defined fan profiles.
Phase 3: Measurement & Optimisation
Tracking improvements were implemented through Google Tag Manager and Google Analytics 4. This enabled budget reallocations based on Q3/Q4 performance and iterative optimisation of segmentation and creatives — turning intuition into data-backed decisions.
Phase 4: Data Enrichment
To improve data quality further, we implemented interactive quizzes, contextual newsletter data capture, social engagement campaigns, and matchday print materials with embedded QR codes. Each touchpoint was designed to collect additional fan attributes for deeper segmentation. The results: measurable growth across every channel
Explore the full Case Study for details on execution, KPIs, and the Data Factory methodology.
FAQ
The case study details how C'mon Sports partnered with Yverdon Sport FC to implement a data-driven fan engagement and ticketing strategy. It covers the challenges of building a commercial data infrastructure after promotion to the Super League, the Data Factory methodology applied, and the measurable results achieved in growing the fan database and increasing season ticket sales.
Football clubs can improve ticketing by centralising fan and transactional data into a unified platform, building audience segments based on behaviour and purchase history, deploying targeted paid campaigns with retargeting, and continuously measuring performance through proper analytics tracking. Seasonal activations and data enrichment touchpoints — such as quizzes and QR codes — help deepen fan profiles over time.
Clubs implementing structured data strategies typically see increased database size, higher email engagement rates, improved ad efficiency through better targeting, stronger season ticket renewal and acquisition rates, and enhanced sponsor value through richer audience data and activation capabilities.
