Red Star FC

An SMS campaign that boosts match day merchandising sales

How a simple marketing action increased Red Star FC's match day merchandising revenue fivefold.

Red Star FC, a historic club from the northern suburbs of Paris, has proven that a well-executed digital strategy can have an immediate and powerful impact on sales. Through a highly effective SMS campaign, the club successfully converted its audience into active buyers, significantly boosting merchandise revenue on a key matchday.

The challenge: maximizing matchday merchandising revenue

With over 370,000 followers across social media, Red Star FC aimed to leverage its engaged audience to drive merchandise sales on matchdays.

The objectives ?

  • Utilize SMS marketing to reach supporters directly before a match.

  • Increase average cart value and encourage impulse purchases.

  • Experiment with a multichannel approach to maximize club revenue.

A simple yet powerful strategy

For the Red Star FC vs. US Orléans match, a targeted SMS campaign was launched with an exclusive promotional offer:

  • Precise Targeting: Contacts who had purchased a ticket for the match.  
  • Impactful Message: A flash promotion on the club jersey for €49.  
  • Strategic Timing: SMS sent two hours before kickoff.

Why is this success a model to follow?

The effectiveness of this campaign is based on three key elements:

  • Precise targeting: By reaching only potential buyers, the club maximized the impact of its message.
  • A direct and powerful channel: SMS ensures near-instantaneous reading, making it ideal for time-sensitive offers.
  • An irresistible offer at the perfect moment: An attractive promotion right before the match, when purchase intent is at its peak.
96%

of the target reached by the SMS campaign.

1300€

of turnover generated for a cost of only €54.

X5

merchandising revenue compared to previous matches without a campaign.

What if you could turn your match days into business opportunities?
With a well-thought-out marketing strategy, every match can become a growth driver.