Ticketing, merchandising, TV subscriptions, access to premium content—there is no shortage of consumer products available to celebrate your connection with a sports organization. These offerings are not just accessories; they are integral to your sales strategy. Thanks to digital tools, the purchasing process is now seamless, eliminating the need to visit the ticket office, store, or training center to engage with your passion.

Is unlocking these revenue streams one of your goals this season?
If so, you've come to the right place. Below are some ways you can leverage digital tools to enhance your consumer sales:
 
1) Target unknown visitors
2) Convert your existing contacts
3) Provide a seamless digital experience
4) Optimize your marketing efforts


1. Convert unknown visitors into leads

You’ve likely noticed spikes in visitor statistics on your platforms (fan engagement on social media, website traffic, etc.). Wouldn’t it be even better if you could identify these visitors and continue the conversation after they leave? Depending on the page they visit—whether it’s the homepage, an article, transfer news, or the ticketing page—create well-placed data collection points to capture at least an email address.

For example, Paris Basketball offers a discount in-store or entry into a competition in exchange for a newsletter subscription.

 
Inscription-NL-1536x609

Ticketing is another effective way to engage fans for upcoming games, particularly through alert notifications—a method used by UBB and FC Nantes for their home matches.

Additionally, many anonymous spectators enter your stadium for various reasons:

  • They are attending with someone who purchased multiple tickets.
  • Some tickets were bought through a group or corporate client (e.g., a works council, company, or association).
  • Others were purchased from a retailer or obtained through a competition
 

These spectators may already be interested in your events or are experiencing your venue for the first time, but without a way to engage them directly, you miss an opportunity. To address this, consider sending codes for ticket redemption instead of direct tickets or encouraging the purchaser to submit their fellow spectators' email addresses by offering a discount on concessions, for example. You can also collect email addresses on-site through contests or by promoting online catering options.

Stade Niçois, for instance, has employed this tactic by placing QR code stickers on stadium seats, inviting spectators to order food online.

stade-nicois
 

2. Convert existing customers
 
To increase your sales, we advise you to always favor people who are already in your database over those who are not. These are individuals who have entrusted you with their contact information—show that you value that trust by offering exclusive benefits and ensuring they are aware of these perks : 

  • Early access to special events
  • Pre-sales openings exclusively for newsletter subscribers
  • Reservations at the best available rates
When marketing your events, your prospects move through a buying cycle, from information to conversion. To save you time (and energy), this process can be automated, with ROI measurement at its heart. What more could you ask for?

 
Here are a few additional methods to improve your conversion rate :


Retargeting : re-engage those who have visited specific pages on your website by exposing them to relevant content elsewhere online. These visitors may just need a reminder to complete their purchase.

Abandoned shopping cart reminder: Send an email to individuals who started booking an event or product but didn’t complete the process. It’s far from a negligible number—up to 75% of those who click “buy” might abandon their purchase. Cart reminders, typically opened by more than 50% of recipients, serve as a useful nudge.

Implemented at the Crazy Horse, our automatic shopping cart reminder emails are already producing clear results. Of the people exposed to a shopping cart follow-up e-mail, 70% finalized their purchase within a few days.


Cross-selling : When a customer purchases a ticket for an upcoming match, initiate a communication path that sends them engaging content related to the event (team lineup, practical information, press conference summaries, etc.). Use these touchpoints to promote related merchandise or pre-ordering food and beverages, thereby increasing the average spending per spectator.
This approach also applies to your retail activities, with opportunities for additional services.


3. Provide a Seamless Digital Experience

One of the most critical areas to focus on for boosting sales is the buying experience. Do you want to encourage customers to purchase tickets on your website? Offer them a smooth, reassuring, and frictionless experience—in essence, the best possible experience. Aim to match the standards set by digital giants like Amazon, Booking.com, or Airbnb. Your customers should easily find the information they seek and be able to complete their purchase with minimal clicks.

To optimize this process, test your customers’ journey. How many visitors land on the page? How many convert into buyers? Count the clicks and strive to eliminate unnecessary steps. Simplify your text, avoid capitalized red-lettered blocks, and make the buttons that customers need to click on to purchase tickets more visible and intuitive. If you’re considering changes, try A/B testing to determine the best version of a webpage.
 
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Example of 3D stadium immersion in the purchasing process

 

4. Optimize your marketing efforts

Your teams are often tasked with heavy workloads, which is why they need to work efficiently to achieve their objectives. Taken from the MKT1 newsletter, we recommend the GACC marketing method (Goal, Audiences, Creativity and Channels). This approach allows you to score each of your marketing activities
(offer and content creation) and ensures that every action you take follows a specific objective within a broader communication plan.


To define the GACC for each creation in five minutes, ask these questions :

  • Goal: What performance indicators are you trying to improve? What objective does this support?

  • Audiences: Who is your target audience? What profile are you trying to reach? Are you targeting prospects, customers, or both?
  • Creativity: How does this add value for your audience?
  • Channels: Where will this content be distributed? How will it be delivered?

In summary, start by defining your objectives and creating a marketing roadmap or calendar. For every piece of content you produce (offers, articles, videos, etc.), write a GACC, create the content, and then distribute it.


In today's sports organizations, reaching new audiences and retaining existing ones are central goals of any marketing strategy. To achieve these objectives, it is essential to access data that helps you understand your audience, particularly their interests, purchasing history, and socio-demographic information.

To achieve these objectives, CRM is a proven solution for centralizing and leveraging your data.

 
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