For sports clubs and federations, B2B revenue streams—sponsorship, hospitality, business networking, corporate memberships, premium ticketing—form a central pillar of their business model. Yet a significant share of this potential remains untapped.

Before launching any commercial outreach, a sports organisation needs a clear, structured, and understandable offer aligned with its objectives.

Sports organisations can also enrich their B2B database directly during their own events. For example, a hospitality-area contest helps identify guests (clients, prospects) of existing partners—turning them into qualified B2B leads.

FCB Ardennes adopted this approach using GuestViews: During VIP events, a QR code allowed guests to enter a contest. These entries were then integrated into Arenametrix and passed on to the commercial team.

The results ?

187 entries generated 51 new B2B leads.

With targeted segmentation and structured qualification, clubs build a strong foundation for their commercial strategy.

At this stage, a sports organisation typically has:

• • a structured B2B offer,
    
    
  • a qualified database of prospects and partners,
    
    
  • concrete evidence of the value of its fan data for partners . 
    
    

The challenge is no longer identifying who to target—but ensuring that every opportunity is organised, tracked, and followed up consistently.

And this is exactly where a dedicated B2B CRM : bringing structure to commercial activity, aligning teams, and ensuring that each step in the partnership pipeline is tracked and actioned.

Arenametrix includes a full B2B commercial management module directly connected to the platform’s other components (B2C CRM, marketing automation, forms, competitions). The benefit: a unified ecosystem linking fan knowledge, engagement, and partnership revenue development.

3.1. Centralising activity and streamlining teamwork

The first step toward efficient B2B prospection is bringing all commercial information together in one place. In many clubs, this knowledge is scattered between teams (sales representatives, hospitality managers, executives,etc). A B2B CRM removes that fragmentation by consolidating every interaction—companies, contacts, and opportunities—into a single shared workspace.

In Arenametrix, each opportunity is linked directly to a company profile and its relevant contacts.

This makes it easy to:

• • add meeting notes or call summaries,

  • attach documents (presentations, proposals, contracts),

  • review past offers or negotiations,

  • identify who from the club has been in contact with the company.
     

Example of an opportunity profile in Arenametrix: a comprehensive view with company, contacts, sales stage, and activity feed. On the left is the General tab, and on the right is the Activity Feed tab.

Task management helps structure daily operations:

• • schedule follow-ups,
    
    
  • assign tasks to colleagues,
    
    
  • view daily or weekly priorities,
    
    
  • get an overview of the entire commercial team’s workload.
    
    

View of the task module in Arenametrix: each sales representative can view their follow-ups
and priorities, with the option of viewing the team's progress (click to zoom in).

This shared environment ensures nothing is lost—and the club gains a 360° view of its commercial relationships.

3.2. Visualising and managing the sales pipeline

With structured data, sports organisations can manage their full commercial activity using a visual pipeline. Each opportunity progresses through tailored stages:
first contact → proposal sent → negotiation → agreement → signed → closed.

The Arenametrix module allows clubs to:

• • build multiple pipelines (VIP hospitality, sponsorship, business club…),
    
    
  • customise sales stages based on their own workflow,
    
    
  • instantly see which opportunities are moving, stalled, or at risk.

This visual view makes the entire prospecting process smoother and far easier to coordinate across teams. It becomes immediately clear who is handling which account, how each opportunity is progressing, and where effort should be focused to accelerate conversions.

Instead of relying on isolated spreadsheets or someone’s memory, commercial activity is finally managed through a single, shared, real-time system. The result is a more collaborative and structured approach to partnership development—one that turns B2B prospection into a consistent, organised, and sustainable workflow.

Conclusion

Sports organisations possess a unique asset: their relationship with fans. When fan data is properly collected, structured, and activated, it becomes a direct lever for B2B revenue and partner value.

To unlock this potential, sport organizations must:

• • structure a clear B2B offer,
    
    
  • build and qualify a relevant company database,
    
    
  • rely on a dedicated B2B CRM to manage prospection and follow-up.
    
    

A solution like Arenametrix helps clubs both activate fan data for partner value (opt-ins, VIP insights, engagement) and structure their commercial operations (pipelines, tasks, shared history) to grow B2B revenue sustainably.

In an increasingly competitive landscape, the clubs and sport federations that combine fan data, CRM, and commercial organisation gain a decisive advantage.