Interview with Daniel Uthmann on how TSG 1899 Hoffenheim is using data

ESSMA interviewed Daniel Uthmann, Marketing Project Manager at TSG 1899 Hoffenheim, to learn more on how the club is using data to enhance the stadium experience.

“In the end we create a stadium-show and develop a schedule for all people involved about what content we are going to talk about and what we will show on the screens.”

Why is data an important factor at TSG 1899 Hoffenheim?

Data is always important to get feedback on what you are doing good on which topics you should work on. That is also the case when we talk about our stadium experience. If I for instance think that it would be perfect to show a blockbuster movie before the match but in the end, the fans don't like it, it would have a negative impact on our stadium experience. In the sports sector in general - but especially in German football - the fans have a huge role and are very important for the club. So, it is very important to know what they want, what they expect but also how they rate the importance of what you are doing and how they rate the things you are already doing. That is the reason why we have surveys, to get feedback from our fans. You get feedback on what you should work on and feedback about things which are maybe already good enough. In the end the stadium experience should fit to the fans’ expectations in order to ensure a satisfying experience on matchday.

“It is very important to know what your fans want, what they expect but also how they rate the importance of what you are doing and how they rate the things you are already doing.”

What data-driven experiences are currently being offered on matchdays?

We use a lot of internal club data which is easy accessible for example running statistics, ticketing information, information about upcoming matches or video clips from our club TV. But for the fans these kinds of information are very important since they want to know everything about the club. Our stadium show which - depending on the content - starts up to 40 minutes before kick-off is one data driven chapter on matchday. In addition there is the beacon technology, which gives us data about the people coming to our stadium. We can combine that with for instance different merchandising activities and we hope that we will receive a lot of data with the help of this technology to improve the stadium experience on matchday.

Access Daniel Uthmann's presentation on the ESSMA Knowledge Platform