On matchday, reducing logistical stress is key to creating a smooth fan experience.
With SMS, clubs can send short, personalized reminders that make attendance easier and more enjoyable: stadium opening hours, transport information, VIP services, and more.

• Best practices
  • Send reminders one day before the event
  • Personalize messages by ticket type (general admission vs. VIP)
  • Include a short link to a dynamic FAQ
    
    
• SMS examples:
  • « Reminder: Gates open at 6:30pm. Parking info [link], bus line 152 available. STOP SMS at XXXX »
    
    
  • « VIP Pack – Welcome at 5:45pm, cocktail at 6:15pm. Contact: +33 6 12 34 56 78 – STOP SMS at XXXX »
    
    

SMS as a new visibility space for sponsors

The principle is simple: a partner covers the cost of recurring campaigns (e.g. pre-match info, post-match summary) and, in return, enjoys discreet visibility with guaranteed reach and measurable impact. A true win-win-win for the club, the partner, and the fans.

• Why monetize SMS inventory ?
  • Finance service communications without increasing marketing spend.
  • Offer partners a valuable, non-intrusive presence.
  • Reach a qualified audience with measurable ROI.

Driving ticketing & merchandising sales on matchday

Matchday captures peak fan attention, the perfect moment for a well-timed offer.
Thanks to its immediacy, SMS is ideal for flash promotions or driving attendance to specific activations.

• • Flash sales: send a merchandising promo 2–3 hours before kickoff (e.g. discounted jerseys)
    
    
  • Event invites :notify fans about pre-game activities (concerts, food trucks, kids’ zones)
    
    

• • « Flash Sale: Official jersey now €49 – Stadium shop, limited stock. STOP SMS at XXXX »
    
    
  • « Pre-match: Live concert & food trucks from 5pm at North Plaza. STOP SMS at XXXX»

👉 Use case : French club Red Star FC used promotional SMS campaigns to boost matchday merchandising revenue by 5x on selected dates.
--> Check the use case

Other use cases

SMS is versatile and works just as well for day-to-day operations as for long-term fan engagement.

Last-minute alerts & safety updates
Perfect for quick reactions to unforeseen events such as weather-related changes, rescheduled kickoffs, or safety reminders.

• SMS examples
  • « ⚠️ Schedule update: Kickoff moved to 6pm. STOP SMS at XXXX” »
    
    
  • « Due to weather conditions, South Gate is closed. Please use East Gate. STOP SMS at XXXX »
    
    

Ticketing & promotions
Boost sales and optimize attendance with targeted alerts: ticket launches, subscriber pre-sales, last-minute offers, or abandoned cart reminders.

• SMS examples
  • « Tickets now available for [Match]. Book here: [link]. STOP SMS at XXXX” »
    
    
  • « Final seats -20% for tonight. Promo code: FINAL20 – STOP SMS at XXXX »

Fan engagement & CRM data collection
Encourage interaction and enrich your database through quizzes, polls, or contests. Responses help you better understand fans and tailor future campaigns.

Post-match & loyalty building
Extend the relationship beyond the final whistle: send thank-you messages, share exclusive content, collect feedback, or promote the next game.

• SMS examples
  • «  Thanks for your support! Relive the best moments here: [link]. STOP SMS at XXXX »
    
    
  • « Next home game Saturday – book your tickets now: [link]. STOP SMS at XXXX »
    
    
  • « Your support made the difference! How was your matchday experience? [link]. STOP SMS at XXXX »

Prerequisite: A qualified contact base

Before launching an SMS strategy, clubs need a structured, GDPR-compliant database of qualified and consenting contacts.

3 effective ways to collect phone numbers:

1. At conversion points : include a mobile number field (optional) during booking, with clear messaging about usage. Example: « Mobile number (optional): receive practical matchday info & reminders. »
   
   
2. Database requalification : run an email campaign inviting subscribers to update or confirm their number.
   
   
3. Post‑purchase automation: send an email encouraging fans to add their number, with opt-in options for marketing communications.

GDPR compliance & best practices

SMS use is regulated, and compliance is essential to maintain trust and avoid penalties.

Key best practices include:

• Clear consent: distinguish service messages (legitimate interest) from marketing messages (explicit opt-in required).
  
  
• Transparency: inform fans about purpose, expected frequency, and sender identity when collecting data.
  
  
• Easy opt-out: every SMS must include “STOP” and a link to the preference center.
  
  
• Reasonable timing: avoid night-time messages; stick to business hours (9am–7pm).

Final takeaway

SMS doesn’t replace email, it complements it by adding immediacy.
When used wisely, with useful content, precise targeting, and regulatory compliance, SMS becomes a powerful lever to enhance fan experience and even generate revenue.

Want to explore how SMS could transform your fan communication strategy?

👉 Book a meeting with us to discuss the opportunity.