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SBD Global/October 21, 2013/Franchises
ProSport: Chelsea Uses Customer Relationship Management System To Interact
Published October 21, 2013
THE NUMBERS GAME: And while sheer numbers of fans don’t always translate directly into spending at Chelsea, they may lead to attractive partnership deals. One example is Nigeria, where the 1 million strong fan base hardly spends anything, but their existence brought about deals with local phone companies. According to Newman, qualitative research of CRM data for “super core” fans shows what they have purchased over their lifetime and, therefore, what they can be offered. He said, “It’s purely about bringing engagement with consumers closer to us. The more interactions they have with the business, they more likely they are to spend.” Similar digital management strategies could be applied globally. Newman: “We see the opportunity for engaging that international fan base. [FC Chelsea’s] fandom could be the same as Arsenal, Manchester United and Liverpool.”
Vladmir Kozlov is a writer in Moscow.