Swiss Football League

Modernizing Swiss Football: CRM, Automation & Data Empower Clubs

How implementing a CRM system has reshaped fan engagement, data management, and club revenue generation ?

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The Swiss Football League (SFL) oversees the two top professional divisions in Switzerland: the Super League and the Challenge League. Deeply committed to innovation and the development of Swiss football, the SFL plays a key role in supporting clubs through digital transformation and enhanced fan engagement strategies. Its core mission: to boost club competitiveness, increase visibility, and elevate the appeal of Swiss football both nationally and internationally.

A unique digital transformation initiative

In a move unmatched across Europe, the SFL made the strategic decision to fully fund the digital transition of all its member clubs. Faced with a rapidly evolving football landscape, the league quickly identified a critical roadblock: the inconsistency in digital and marketing infrastructure across clubs. This disparity hindered growth and limited their ability to connect effectively with fans.

Clubs across the SFL faced common challenges:

  • Fragmented and uncentralized databases, making it difficult to analyze and leverage fan data.

  • Limited use of CRM tools and marketing automation, resulting in missed opportunities for fan loyalty and revenue generation.

  • A widening gap between digitally mature clubs and those lacking the resources to build structured communication strategies.

Recognizing these challenges, the SFL launched a transformative league-wide initiative, powered by a centralized platform: Arenametrix. This partnership allows every club regardless of its size or digital maturity to access a professional solution for data centralization, marketing automation, and fan engagement optimization.

Why a league-wide project was relevant?

The goal was to create a unified data and marketing framework across the league. This common structure enables clubs to streamline commercial strategies, foster deeper fan relationships, and increase the overall attractiveness of Swiss football.

Through this initiative, the SFL provides concrete solutions to real issues:

  • Marketing maturity assessment: Tracking each club’s progress from basic email campaigns to advanced CRM strategies with loyalty programs.

  • Access for smaller clubs: Cost-sharing ensures that even clubs with limited resources benefit from powerful CRM tools tailored to their needs.

  • Data structuring and integration: A unified model supports seamless integration with other digital initiatives (mobile apps, SSO, gamification, etc.), enabling full-scale fan data utilization.

  • League dashboard: GDPR-compliant, anonymized dashboards offer a bird’s-eye view of key KPIs: fan base growth, ticket sales, average spend per fan, and more.

  • Increased attendance and revenue: Smarter segmentation and automated campaigns drive fan retention and conversion.

  • Sharing best practices: Clubs collaborate through shared templates, successful campaigns, and proven automation strategies, creating collective efficiency and momentum.

Why the SFL chose Arenametrix ?

The SFL selected Arenametrix not only for its robust technology, but also for its tailored support model providing hands-on project guidance at both league and individual club levels.

A 5-step integration and support process

  1. Data mapping : Analyzing each club’s current tools and data sources to build a clear digital ecosystem map.

  2. Engagement & alignment: Presenting the project and its objectives along with the league’s financial backing to drive club buy-in and long-term commitment.

  3. Kick-off & agreements : Launch workshops and contract signings clearly define roles, responsibilities, and expectations.

  4. Data connection and harmonization : Technical connectors are deployed to unify data sources and standardize collection and usage practices.

  5. Training and ongoing support : Continuous support includes tailored training sessions, thematic webinars, and newsletters highlighting best practices.
13

clubs onboarded, with 3 more in progress

23

data sources integrated, spanning ticketing, merchandising, mobile apps, and SSO

+32.7%

increase in contacts per club database a year after the launch of the project (August 2024 - Jully 2025)

61

marketing automation scenarios deployed to streamline fan communication and save valuable time for club marketing teams

What's next ?

The joint SFL-Arenametrix roadmap focuses on consolidating current progress while accelerating league-wide digital transformation:

  • Complete onboarding for remaining clubs
  • Launch new digital tools: Further develop SSO, gamification features, and mobile apps to enrich the ecosystem available to clubs
  • Optimize CRM usage: Enhance campaign performance with smarter segmentation, automation journeys, and new channels (SMS, acquisition flows, etc.)
  • Deploy advanced league-wide reporting: Deliver a consolidated, data-driven view of marketing performance across all clubs to inform strategic decision-making

 

A model for institutional innovation

The SFL’s digital transformation initiative stands as a powerful example of how a league can proactively support its clubs. By pooling tools and resources, every club regardless of size can now grow its fan base, professionalize its marketing, and strengthen commercial performance.

Could your league be next?
Arenametrix currently supports over 100 sports organizations across Europe and Canada with tailored CRM and data-driven projects.

Our goal was clear: to equip every club, regardless of size or digital maturity, with the tools to build lasting, data-driven relationships with their fans and drive revenue generation.

By centralizing systems and fostering knowledge sharing, we’re modernizing operations and reinforcing the strength and unity of the league.

Arenametrix provided both the right technology and the personalized support to bring that vision to life, with an adaptable, club-centric approach that delivers real impact
Frank Schaffner, Chief Digital Officer - Swiss Football League