Winning Both On and Off the Ice
Hockey Club La Chaux-de-Fonds (HCC), a prominent Swiss hockey team, has a storied history marked by dedication, passion, and community support. Over the past four years, C’mon Sports has played a pivotal role in the club’s journey, providing strategic guidance and innovative solutions to elevate the team’s performance off the ice and its operational efficiency.
Who is Hockey Club La Chaux-de-Fonds?
Founded in 1919, Hockey Club La Chaux-de-Fonds has become a cornerstone of Swiss ice hockey. Competing in the Swiss League, the second tier of Swiss hockey, HCC has built a strong reputation through its competitive spirit and robust community engagement. The club’s success is not only measured by its on-ice achievements, winning back to back the championship in 2023 and 2024 but also by its deep-rooted connections with fans and local businesses.
C’mon Sports: A Strategic Partner
For the past four years, C’mon Sports has been instrumental in transforming HCC’s operational and marketing strategies. This collaboration has centered around enhancing fan engagement, optimizing business operations, and maximizing revenue streams. The results speak for themselves: significant improvements in financial performance, increased ticket sales, and stronger fan loyalty.
The Importance of Investing in Both Teams: On and Off the Ice
The journey to success for HCC has been driven by a dual investment strategy—investing not only in the players but also in the administrative team. This holistic approach has been championed by the board of directors, led by Olivier Calame, with strategic marketing initiatives directed by David Grandjean and executed by Marketing & Commercial Director Marc Aubert. Supported by C’mon Sports, this strategy has focused on developing new revenue sources and refining existing ones.
Financial Highlights and Key Success Factors
Season 2023-2024 Financial Results:
- Profit: CHF 161,200.-
- Total Revenue: 7.2 million CHF (+12% compared to the previous season)
- Increased ticketing and catering revenue by 15%
- Sponsorship revenue also saw a 15% increase
The financial success has been underpinned by rigorous management and growing attendance, which rose by 22%, translating to an average of 3,456 spectators per match. These numbers reflect a solid fan base and effective engagement strategies.
Marketing and Business Engagement: Strategies for Success
Fan Engagement:
C’mon Sports has leveraged its expertise in fan scoring and segmentation to tailor marketing efforts, ensuring personalized and impactful communication with fans. This targeted approach has not only improved fan loyalty but also boosted merchandise sales and event attendance.
This targeted approach has yielded remarkable results, particularly evident in the success of the season ticket campaign for the 2023-2024 season. Download the case study about the HCC’s season ticket campaign.
The Season Ticket Campaign: A 40% Increase
One of the standout achievements in HCC’s recent history has been the phenomenal growth in season ticket sales. Between the 2022-2023 and 2023-2024 seasons, HCC experienced a 40% increase in season ticket subscriptions. This surge is a testament to the effectiveness of C’mon Sports’ fan engagement strategies.
Key Strategies and Their Impact:
- Fan Scoring and Segmentation:
- Understanding the Fans: By analyzing fan behaviors and interactions, C’mon Sports developed a sophisticated fan scoring model that categorized fans based on their engagement levels. This allowed for precise targeting of marketing messages.
- Personalized Communication: Fans received personalized communications that resonated with their specific interests and engagement levels. This personalization made fans feel valued and more connected to the club.
- Multi-Channel Marketing Campaigns:
- Email Campaigns: Tailored email campaigns with personalized offers and content were sent to different segments of the fan base. These emails highlighted the benefits of season tickets, early bird discounts, and exclusive perks for subscribers.
- Social Media Engagement: Strategic use of social media platforms helped in reaching a wider audience. Engaging content, including behind-the-scenes videos, player interviews, and contest, kept fans excited and engaged throughout the campaign period.
- Data-Driven Decision Making:
- Real-Time Analytics: Utilizing real-time data analytics allowed for continuous monitoring and optimization of the campaign. Adjustments were made based on engagement metrics, ensuring the campaign remained dynamic and effective.
- Feedback Loops: Regularly gathering feedback from fans helped in understanding their needs and preferences, which were then integrated into the marketing strategies.
Business Engagement:
While the success of the season ticket campaign marks a significant milestone, Hockey Club La Chaux-de-Fonds (HCC) is already looking ahead to its next big block of work: the HCC Business strategy. Crafted in partnership with C’mon Sports, this initiative is designed to foster robust relationships, focusing on sponsorship opportunities, business clubs, networking opportunities, and business events.
The HCC Business Strategy:
- Sponsorship Opportunities:
- Visibility for Sponsors: C’mon Sports has extended a range of sponsorship opportunities that provide high visibility to local entrepreneurs and large corporations, especially focused on leveraging digital placement and leveraging the fanbase.
- Customized Sponsorship Packages: Tailored sponsorship packages are created to meet the unique needs of each sponsor, ensuring a mutually beneficial partnership.
- Business Clubs:
- VIP Hospitality: The HCC Business initiative includes exclusive VIP hospitality packages that provide sponsors and partners with premium experiences, including access to private lounges, gourmet catering, and prime seating.
- Exclusive Membership: Business clubs such as the Goal Club and the Watch Valley Club offer exclusive membership benefits, including networking opportunities, special events, and behind-the-scenes access to the team.
- Networking Opportunities:
- Business Networking Events: Regular business networking events are organized to bring together sponsors, partners, and local business leaders. These events provide valuable opportunities for networking, collaboration, and business growth.
- Workshops and Seminars: HCC, with the strategic input from C’mon Sports, is going to host workshops and seminars on various business topics. These events will offer valuable insights and learning opportunities for its business community, further enhancing the engagement and value provided to sponsors.
- Business Events:
- Special Events: The HCC Business initiative also includes organizing special business events such as gala dinners, fundraising events, and corporate retreats. These events are designed to strengthen relationships and provide unique experiences for sponsors and partners.
- Customized Business Solutions: HCC works closely with sponsors to create customized business solutions that align with their goals and objectives, ensuring a successful partnership.
The Winning Equation: Sport and Business Synergy
HCC’s success story is a testament to the power of a balanced investment strategy that values both athletic prowess and business acumen. By working closely with C’mon Sports, HCC has effectively navigated the complexities of modern sports management, ensuring sustained growth and community support.
Key Takeaways from HCC’s 2023-2024 Season:
- Sporting Success: Back-to-back titles in the Swiss League demonstrate the effectiveness of on-ice investments.
- Financial Health: Robust revenue growth and profitability highlight the success of strategic financial management.
- Fan and Sponsor Support: Increased ticket sales and sponsorship revenue reflect growing support from fans and partners.
HCC’s journey with C’mon Sports underscores the importance of strategic planning, targeted marketing, and continuous improvement. By embracing a comprehensive approach to sports management, HCC has set a benchmark for success both on and off the ice.
As HCC looks to the future, the foundation laid by these strategic investments promises continued success and a vibrant, engaged community of fans and business partners.
Conclusion
The collaboration between Hockey Club La Chaux-de-Fonds and C’mon Sports exemplifies the potential of integrating sports business strategies with on-field performance. This synergy has not only brought financial success but also deepened the club’s connection with its supporters, ensuring a prosperous future for all stakeholders involved.
For more insights on how C’mon Sports can help your organization achieve similar success, reach out and join us on the path to excellence.
FAQ
C’mon Sports has provided strategic guidance and innovative solutions, enhancing HCC’s fan engagement, optimizing business operations, and maximizing revenue streams, leading to significant improvements in financial performance, increased ticket sales, and stronger fan loyalty.
The season ticket campaign saw a phenomenal 40% increase in subscriptions between the 2022-2023 and 2023-2024 seasons, attributed to C’mon Sports’ fan engagement strategies, including personalized communications, multi-channel marketing campaigns, and data-driven decision-making. For more, you can download our case study.
The HCC Business strategy focuses on sponsorship opportunities, business clubs, networking opportunities, and business events. It includes visibility for sponsors, VIP hospitality, exclusive membership benefits, regular business networking events, workshops and seminars, and special business events such as gala dinners and corporate retreats.
