#140 - Grow Your Global Fanbase: Internationalisation strategy made easy

Sports CDP Crash Course - Data Talks

Today, we're diving into a topic that's crucial for any club looking to dominate on a global scale: international expansion. Specifically, we'll explore how you can leverage supporter data to identify and target untapped international markets, creating tailored campaigns that truly resonate. By the end of this episode, you’ll have practical insights into how to use gamification, segmentation, and A/B testing to grow your global fanbase and boost your bottom line.

To kick things off, let’s talk about why data is your best friend when it comes to expanding internationally. Unlike a one-size-fits-all approach, data allows you to understand the nuances of different markets—what motivates fans in one region might be completely different from another. Take for example, a club like Bayern Munich. By analyzing supporter data, they could discover that fans in Southeast Asia are particularly passionate about youth development. With this insight, Bayern Munich could tailor content, merchandise, and even partnerships that highlight their FC Bayern Campus, which would resonate strongly with this audience. But data does more than just tell you what fans like; it helps you reach them effectively through strategies like gamification, segmentation, and A/B testing.

First up, let’s talk about gamification—a fun and engaging way to draw in new supporters. Imagine launching an app-based game where international fans can “manage” their own version of your club, making decisions on transfers, line-ups, and match tactics. The game could be tailored to introduce club history, player stats, and match highlights, gradually turning casual players into passionate fans.

For example, Bayer Leverkusen could create a campaign where fans from targeted regions, say India and Indonesia, earn points for engaging with the club’s content, buying merchandise, or attending virtual events. These points could be redeemed for exclusive digital content, discounts, or even a chance to meet players virtually. Gamification not only attracts new fans but also provides you with valuable data on what motivates these fans, enabling you to refine your strategies further.

Next, let’s discuss segmentation—a critical tool for identifying the right supporters to target with your campaigns. The key here is to group your international audience based on specific attributes like age, location, spending habits, or engagement levels.

Let’s consider VfL Wolfsburg, which might discover through data that they have a significant number of highly engaged fans in China who frequently engage with digital content but have never purchased merchandise. A segmented campaign could target this group with a special offer: a limited-edition Bayern Munich jersey that celebrates Chinese New Year, bundled with a virtual meet-and-greet with a popular player.

In this case, the segmentation attributes would include:

Location: China

Engagement Level: High digital interaction

Purchase History: Low merchandise purchases

The relevance? The offer ties directly into the cultural context of Chinese New Year, combined with the emotional appeal of meeting a player, making it more likely to convert these highly engaged but non-spending fans into buyers.

Finally, we can't overlook the importance of A/B testing. This is where you take your segmented audience and test different versions of your message to see which one resonates best.

For instance, let’s say you’re RB Leipzig, and you’re trying to increase ticket sales for a pre-season tour in the United States. You might A/B test two different email campaigns: one that highlights the opportunity to see new star signings in action, and another that emphasizes a family-friendly experience with activities for kids.

By running these tests, you can determine which message drives more conversions. If the family-friendly message performs better, you now have...