About FC Utrecht

FC Utrecht, established in 1970, is a prominent Dutch professional football club competing in the Eredivisie. Their commitment to youth development and community engagement sets them apart. With a passionate fan base, FC Utrecht symbolizes dedication and excellence in Dutch football.

The Challenge

FC Utrecht faced a decline in attendance, prompting a strategic shift toward data-driven strategies. Their "Data Driven Fans First Strategy" leveraged a comprehensive customer data tech stack to engage fans and attract sponsors, fostering a stronger connection between the club and its supporters.

The Solution

By implementing Nominow's Operational Customer Data Platform, FC Utrecht started their a data-centric fan engagement journey. The platform centralized data from 12 sources, including stadium ticketing, POS, and online channels, providing insights into fan behaviors and preferences.

This enabled personalized fan interactions and innovative campaigns tailored to both season and non-season ticket holders. Precise targeting for promotions, such as parking, further enhanced sustainable transportation efforts. FC Utrecht's data-driven strategy not only increased ticket sales but also positioned them as leaders in fan engagement and marketing innovation.

The Outcome

Nominow's solution streamlined FC Utrecht's operational processes, reducing manual data handling and improving efficiency. The newfound data synergy uncovered new customer segments, resulting in targeted demographic and behavioral campaigns that significantly boosted season ticket sales.

This pioneering data-first approach has elevated FC Utrecht's status within the football community. Tangible results include a doubling of the webshop turnover rate and a remarkable 23% surge in average ticket sales. These achievements solidify FC Utrecht's commercial success and fan base expansion.