How implementing a CRM transformed data management, fan engagement, and club revenue.
Spartiates de Marseille
Spartiates de Marseille: CRM marketing as a growth driver
In 2024, the Spartiates de Marseille, an ice hockey club competing in France’s top division since 2023—took a strategic step forward by investing in Arenametrix’s marketing CRM solution.
The objective ? To structure and leverage their B2C and B2B data more effectively in order to better understand their fanbase, strengthen engagement, build loyalty, attract new supporters, and ultimately increase club revenue.
Following a full season of use, from June 2024 to March 2025, it's time to reflect: what tangible benefits has this digital transformation delivered?
Effective data structuring for a 360° audience view
From the outset, the priority was to centralize all data sources into a single unified database.
Integrating various data streams was a key initial step:
- Ticketing (SeeTickets)
- Online store (WooCommerce)
- Website forms
A thorough segmentation process then followed, enabling the club to identify distinct audience profiles and tailor communications accordingly—season ticket holders, occasional buyers, first-time attendees, repeat customers, and more.
This structured approach has equipped the club with a 360° view of its audience, allowing for unprecedented marketing precision.
Fan acquisition & engagement: targeted, innovative campaigns
A well-built database holds value only when it is continuously enriched and actively leveraged. That’s why the Spartiates de Marseille implemented a range of initiatives to drive fan acquisition and engagement:
Expanding the database :
- Creation of engaging newsletters and proactive registration prompts via website and social media forms.
- Contests and sweepstakes to attract new contacts.
- Gamified matchday experiences: giant screen QR codes leading to a contest, with a chance to win an ice karting experience during halftime
Personalized communication through marketing automation:
- Pre-match communication routines combining automated messages and targeted campaigns to maintain consistent engagement and promote home games.
- Automated birthday messages with personalized offers.
- Thank-you emails following a fan’s first game attendance to foster long-term loyalty.
+70%
growth in the club's marketing database (24/25 season).
+44%
increase in ticketing revenue (24/25 season).
2.6x
growth in the number of season ticket holders compared to 2023/24.
+14.000
first-time buyers registered during the 24/25 season.
15.8€
average spend per buyer per game—a key metric for optimizing revenue.
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Spartiates de Marseille detailed breakdown of audience engagement segments
A profitable investment and strategic growth lever
The CRM implementation has not only optimized data management and improved fan knowledge, but has also had a direct impact on the club’s revenue. The rise in season ticket holders and the successful conversion of first-time attendees into loyal fans highlight the power of a data-driven strategy.
Looking ahead, the club aims to build on this solid foundation by further refining its sales and communication tactics. The goal: to maximize fan engagement and sustain its growth momentum.