CRM in a Second Tier French Rugby Club

Some sixty members of the European Stadium & Safety Management Association (ESSMA) assembled for the sold-out Fan Entertainment Workshop in Turin, Italy, on 3-4 October. The venue for the two-day event was Allianz Stadium, home of Juventus FC.


Oliver Spaeth, Web & Social Media Manager for FC Grenoble Rugby, provided some detailed insights as to how CRM can be delivered successfully in a second tier French rugby club.


Two years ago the club implemented a low-cost CRM-FRM solution, which is linked to their ticketing and online store but not yet to their social media, ERP or Excel sheets. In terms of what they do with their data, Spaeth said it is key for them to identify who their fans are, why they come to the stadium and where there are from, so they can contact them with tailored offerings. Furthermore, they deduced that 85% of their fans attend only one match at the stadium per season and they only know the identities of a minority of ticket buyers.

The goal in terms of CRM is to eventually identify every person who enters the stadium via RFID or Wi-Fi as well as everyone who visits their website. In the meantime, they are closely working together with partners and sponsors to create targeted products for fans. 

“The content we deliver is produced in-house, with a focus on delivering engaging and insightful content. We want to implement a new solution that integrates all CRM, ticketing, commercial and ERP activities, and are currently looking for a partner to deliver this.”

Oliver Spaeth, Web & Social Media Manager for FC Grenoble Rugby

Match day attendances

After their relegation, season ticket sales decreased. To increase match day attendances and fan engagement, they started producing an email roadmap with different phases including:

  • Date and time of next match
  • Opening of ticket sales
  • Pre-game information
  • Post-game: videos and pictures

Furthermore, Spaeth explained that FC Grenoble uses social media platforms including Facebook to contact and target fans who visited the club website with tailored offers as well as advertisement for specific target audiences.

Go to our ESSMA Flickr account for more pictures.

Access the presentation