Theanniversary is a milestone of a year, which should be celebrated, especially for your most loyal fans, as a sign of recognition. This email, highly monetizable in Data Sponsoring, is only possible if the date of birth is collected. To do so, many tricks are (integrate the field on all your transactional forms - even if it is not mandatory -), relational (e.g. Newsletter registration) and competition games or smart harvest marketing. On this last point, the Raptors initiative is interesting. On all home matches, a video including the fans' birthday is shown on the club's giant screens. They invite fans to leave the contact details of the person celebrating the birthday, as well as his or her age (which should be transformed into a date of birth).