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The Jupiler Pro League, made up of sixteen football clubs in the Belgian First Division will use the Green4 Solutions CRM for sports solution for the next five years.
The solution will provide functionality for ticket and retail sales, CRM (Customer Relationship Management), access control, catering and loyalty programmes in order to unite the often fragmented operations within a sporting organisation. This will primarily help the Pro League and its clubs to get to know their supporters better.
The joined-up system will enable all data to be stored in one central database and includes powerful marketing and communications tools that will provide a number of immediate benefits to the Pro League’s member clubs.
The marketing capabilities, along with the benefit of one single customer view, aims to lead to greater efficiency and personalised services that are tailored to each individual supporter both inside and outside of the stadium.
By implementing the solution the clubs will have the ability to engage with, and reward, their fans for loyalty, as well as gaining detailed insight into their behaviour and sending offers and promotions tailored to the individual fan.
"By investing in a CRM system tailored to our business, we are helping our clubs in the Jupiler Pro League to get a more accurate picture of the needs and desires of their customer, the Belgian football fans. This will enable them to direct their communication and services in a focused way," says Ludwig Sneyers, director-general of the Pro League.
Although other sports clubs around the world are using such technology, the Pro League are front runners in implementing a fully joined-up solution on such a scale.
"Several clubs in France and Britain have already done this before us. But in no foreign league is there this type of CRM system being used by all the clubs in one league. So in that respect we can call this a first."
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