For professional clubs, email remains the go-to channel to reach fans with offers, practical information, and club news. It helps build a fan journey that starts from the very first interaction (newsletter sign-up, ticket purchase, contest entry, etc.) and strengthens the relationship over time.
Yet one channel is still underused: SMS. With opening rates between 95% and 98% and most messages read within three minutes, SMS is a powerful lever to enhance communication and fan engagement before, during, and after matchday.
Combined with email, it becomes a must-have in any omnichannel strategy.
In this article, we explore how clubs can successfully integrate SMS into a multichannel communication plan.
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.
While SMS campaigns guarantee strong visibility and effectiveness, they also represent a cost. A smart way to finance them is to offer sponsored SMS inventory to your partners.
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.
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.
👉 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
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.
Ticketing & promotions
Boost sales and optimize attendance with targeted alerts: ticket launches, subscriber pre-sales, last-minute offers, or abandoned cart reminders.
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.
Before launching an SMS strategy, clubs need a structured, GDPR-compliant database of qualified and consenting contacts.
3 effective ways to collect phone numbers:
SMS use is regulated, and compliance is essential to maintain trust and avoid penalties.
Key best practices include:
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.