Genève sport - Groupe Grenat

Lead generation and data: Maximizing fan acquisition and long-term value

How a C’mon Sports acquisition campaign using Arenametrix’s CRM and data marketing tools helped attract new fans, optimize revenue, and refine the marketing strategy of Groupe Grenat clubs.

Use case Servette 2

A strategic growth opportunity for the clubs

Genève Sport oversees marketing, sports events (hospitality, game day, security), sports performance, and commercial rights management (sponsorship, ticketing, merchandising) for four professional clubs within Groupe Grenat (Servette FC, Genève-Servette HC, Servette RC, Servette FC Chenois Féminin).

Ahead of the season ticket campaign, the clubs set two key objectives:

  • Identify and attract new prospects through a data-driven strategy.

  • Expand the fan base while generating additional revenue, thereby optimizing club profitability.

Groupe Grenat has therefore turned to C’mon Sports and Arenametrix to design and implement a smart acquisition campaign using data from Servette FC’s database.

A targeted and effective acquisition strategy

To maximize the impact of the campaign, a multi-phase approach was implemented:

1. Exclusion of existing database
An initial analysis segmented the existing fan database and excluded it from advertising tools.
This ensured that efforts focused solely on acquiring new supporters and optimizing advertising resources.

2. Paid campaigns on Meta
A targeted advertising campaign was launched on Meta platforms (Facebook and Instagram). These channels enabled broad yet precise audience targeting based on behavioral and interest-based segmentation.

3. Personalized and engaging content
Tailored content was developed to resonate with the interests and behaviors of the target audience, enhancing engagement and participation.

4. Performance analysis with Arenametrix
Arenametrix was used to track engagement, refine targeting, and, most importantly, analyze the long-term value of newly acquired fans throughout the season.

Measurable impact and a replicable model

Key benefits for the clubs:

  • Acquisition of new supporters through strategic targeting.

  • Optimized acquisition costs using a data-driven approach.

  • Enrichment of the CRM database with qualified contacts.

Why this strategy is a model for success

The success of this campaign is built on several key factors:

→ Intelligent targeting to optimize advertising investments.

→ Personalized content to maximize audience engagement.

→ A data-driven approach with Arenametrix, ensuring precise analysis of the long-term value of new fans.

This initiative highlights how a well-structured lead generation strategy can not only attract new supporters but also create sustainable revenue opportunities.

How can you turn your campaigns into a growth engine?
With our expertise in fan acquisition and data-driven marketing, take your club’s engagement to the next level!


cmon sports copie
About our partner C'Mon Sports


C’mon Sports is a Lausanne-based agency that advises sports organizations on how to better engage their fans and maximize their revenue. The company tailors its solutions to the clubs' needs to improve the fan experience and ensure sustainable growth.

Launching a lead generation campaign was an ambitious yet rewarding challenge. Our collaboration with C'mon Sports and the use of Arenametrix's analytical tools were crucial in effectively targeting and engaging new supporters. This data-driven strategy clearly demonstrated its impact on sports marketing.
Loïc Lusher, Head of Communication & Marketing - Servette FC
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