Fan Relation Management at Juventus FC - ESSMA Fan Entertainment Workshop
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.
Federica Borin, Marketing Manager at Juventus FC, gave her insights on Fan Relationship Management (FRM) at the Allianz Stadium. Juventus FC has around 350-million fans globally, 41-million of which are based in Europe, resulting in a huge potential global market.
Around 1.1 million people visit the stadium every season, there are 29,310 season ticket holders and over 133,000 fan club members. Something quite unique for Italian teams is that 45% of their fans live more than 250km away. They respond to this by providing additional services including updates on travel disruptions. Juventus FC has numerous touch points to connect with their fans including the Juventus website, an official online store, the 'Juventus Pass' Web TV channel, Fan Zones, member events, stadium & museum tours, sport production, etc.
Focusing on how to keep their fans up-to-date and engaged, Borin shared that they regularly give news updates, photos, stats, etc. as well as providing ticket alerts with information regarding priority sales. To engage and retain loyal fans, Juventus FC sent bespoke promotions, using up- and cross-selling and that they monitored the commercial activity, checking open rates to ensure they weren’t boring fans but rather increasing their interest in the team.
“We can send focused emails and run contests for fans to win special experiences, like access-all-areas tours, but they must first register and provide their details, which means an increased amount of data for us. So it’s a win-win all round!”
Federica Borin, Marketing Manager Juventus FC