How it works

The fan journey is the product. Everything lands on revenue.

We build and run the journey that turns first-time visitors into lifelong supporters - and measurable commercial value, season after season.

The Fan Journey

Every interaction before, during and after matchday - mapped as one path, not scattered sends.

Fan Profiles

Not a list to blast. Profiles segmented by need, interest and behaviour.

Seasonal Fan Value

The value of a fan relationship - designed to rise each season, not reset.

The method

Four steps to relevant fan experiences.

01
Understand fans.

Unify ticketing, webshop, app and email into one fan view.

02
Segment.

Build Fan Profiles by need, interest and behaviour - so every message earns its place.

03
Activate the journey.

Relevant communication before, during and after matchday - automated, not manual.

04
Build stronger relationships.

Turn engagement into measurable commercial results - season after season.

The Playbook

Everything starts with a strong foundation.

Every club starts on the same foundation. Activation channels stack on top - and we run all of it.

Activation
Matchday Campaigns

Every match is an opportunity to increase attendance, revenue, and fan engagement. We help you make the most of it.

Activation
Paid Social

Turn your fan data into better audiences, lower acquisition costs, and campaigns that drive ticket sales, memberships, and merchandise.

Activation
lways-On Journeys

Fans don't stop engaging when the final whistle blows. Neither should your marketing. We build automated journeys that keep supporters connected throughout the season.

The required base
Fan Foundation

The strategic layer every journey runs on - and the reason activation actually converts.

StrategyFan ProfilesSegmentationToolingData structureOngoing advisory
Every flow fires on a trigger
Behaviour.
Time.
Value.
Segment.
Low risk start

See results from month one.

Week 1
Connect & assess

We plug into your systems and map what you already have.

Week 2
Segment & map

Fan Profiles defined and the first journeys mapped.

Week 3–4
First campaigns live

Real matchday campaigns and flows running to real fans.

Ongoing
Ongoing execution

We run, measure and improve - every matchday, every season.

We've done this before

Built with clubs like yours.

Lyngby Boldklub
We helped Lyngby define its Ideal Fan Profiles, segment supporters, and launch more relevant matchday campaigns built around different fan journeys.
Carolina Core FC
We designed automated fan journeys that connect fan behaviour with personalised communication, helping the club engage supporters beyond individual campaigns.
Vancouver FC
We developed matchday campaigns and automated fan journeys that connect ticketing, email, and fan behaviour throughout the season

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Join our newsletter for real examples of how clubs use fan data to drive ticket sales, merchandise, and sponsorship ROI.

© 2025 Playmakers. All rights reserved.

Get inspired with Playmakers Pulse

Join our newsletter for real examples of how clubs use fan data to drive ticket sales, merchandise, and sponsorship ROI.

© 2025 Playmakers. All rights reserved.

Get inspired with Playmakers Pulse

Join our newsletter for real examples of how clubs use fan data to drive ticket sales, merchandise, and sponsorship ROI.

© 2025 Playmakers. All rights reserved.