May 14 – Football fans are the most loyal consumers a brand can have, according to research by data marketing specialists SAP Emarsys.
The new SAP Emarsys data shows football fan loyalty extends beyond the pitch, with football supporters typically 11% more loyal to brands and retailers than non-football fans.
Amongst the findings, the data shows that football fans also stay loyal for longer, with 55% continuing to support retailers after sales end, compared to just 39% of non-fans.
Sport psychologist Stuart Holliday said: “Football fans, and in particular die-hard fans, feel that they are not just part of the team. Research has shown that fans believe they are the team, and that the players on the field represent them. Effectively, the team has been internalised as a part of their self — the ultimate form of loyalty.”
SAP Emarsys is a partner of Bundesliga giants FC Bayern who they are working with to exploit that loyalty, for example with the ‘smart’ use of former players who rejoin the club as ambassadors and remind fans of their connection to FC Bayern, encouraging a deeper connection with the club, which is proven to boost sales.
Commenting on the power of fan loyalty, FC Bayern Chief Information Officer Michael Fitchner said: “FC Bayern is a club steeped in tradition, but one that is also known for its innovation. With a continually evolving global fan base, we face the challenge of retaining our heritage while meeting expectations for immersive, personalised experiences, particularly from new generations of fans…
“… we harness data and insights to deliver creative, personalised, AI-driven omnichannel fan engagement campaigns. This is how we achieve one of our most important goals: building global, cross-generational fan loyalty, ensuring that fans remain at the heart of our club.”
Thomas Harris, CRO at Emarsys, expanded on what marketers and business leaders can learn from FC Bayern’s approach to fan engagement: “Clubs must…
Source link : https://www.insideworldfootball.com/2024/05/14/football-fans-11-loyal-brands-non-football-fans-finds-sap-emarsys-research/
Author : Paul Nicholson
Publish date : 2024-05-14 05:34:02
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