What does Playmakers do?

Playmakers helps sports clubs run like e commerce by using structured fan data to drive ticketing, hospitality, merchandise, and sponsorship revenue. We implement the tech stack, build segments and journeys, and execute always on campaigns.

Who is Playmakers for?

We work with C level leaders in sports organizations, typically CEOs, CFOs, and CCOs, plus Heads of Marketing and Commercial. Our work fits clubs that want a pragmatic path to digital growth without adding heavy internal headcount.

Do you provide software or operate our tools?

We are a SaaS operator, not a SaaS vendor. We make sure your stack is right, connect the tools, and operate them day to day, including campaign execution.

What results can we expect?

Typical outcomes include higher matchday revenue, improved repeat purchase, larger average order value for merchandise, and better sponsorship activation through targeted fan segments. We report on revenue, conversions, and engagement by segment.

What is an Ideal Fan Profile?

An Ideal Fan Profile is a unified view of a fan built from your data, used to target the right message at the right time across email, app, and other channels.

What is a fan journey in your model?

We map before, during, and after match touchpoints and set up always on messages for each stage. Examples include pre sale warm up, last minute push, post match thank you, and early bird renewal.

Do you integrate with our existing ticketing and email tools?

Yes. We work with common ticketing providers, ecommerce, POS, CRM, CDPs, and email platforms. If a connector does not exist, we add one or design a lightweight workaround.

How long does it take to get value?

Most clubs see first wins within 4 to 8 weeks. We start with discovery and data connections, then launch priority segments and always on campaigns.

Can you execute campaigns for us?

Yes. We do both setup and execution. Our team plans, builds, and runs segmented email and app campaigns, then optimizes based on performance.

How do you price your services?

Pricing depends on scope and campaign volume. We offer fixed retainers and performance based options. In some cases we combine a base fee with a percentage tied to incremental revenue.

How do you handle data privacy and security?

We follow GDPR and industry best practices. We work within your systems, limit data movement, and use role based access with clear data processing agreements.

Where do you operate?

We work with clubs in Europe and North America. Engagements are remote first, with onsite sessions when helpful for workshops and alignment.

What makes Playmakers different?

We focus on revenue outcomes, not hours. We combine strategy, tooling, and hands on execution so clubs move from collecting data to activating it.

How do we get started?

We begin with a short discovery to confirm goals and data sources, then run a focused pilot with clear success metrics before expanding.

PLAYMAKERS | VANCOUVER FC

● CASE STUDY · CANADIAN PREMIER LEAGUE

How Vancouver FC connected ticketing data, email and paid social

Vancouver FC connected authorised ticket-purchase and transfer signals from Showpass with its Klaviyo activity, then used the resulting segments alongside paid-social campaigns.

+30%

newsletter-subscriber growth from February to August 2026

~40%

of ticket activity reported as traced to an email or SMS

69%

of Meta-attributed purchasers classified by Meta as not existing customers

“By centralizing our data, we are now able to have a more consistent, structured communication flow with our fans.”

Ben Fisk, VP of Growth and Revenue at Vancouver FC

● THE OPPORTUNITY

The systems held useful fan signals, but they were not yet connected.

Vancouver FC sold tickets through Showpass and operated email and SMS through Klaviyo. Before the work began, ticket purchases and transfers were not being connected consistently to the campaigns that preceded them. With a limited budget, the opportunity was to make better use of the club’s existing signals and build a repeatable way to reach more people.

The practical gap was a usable connection between ticketing, communication and measurement.

Supporters watching Vancouver FC at Willoughby Park Stadium

● WHAT PLAYMAKERS CHANGED

What Playmakers implemented

Playmakers operated the agreed email, lifecycle automation and paid-social activity. Vancouver FC continued to own its strategy, products, pricing, data governance, fan relationships and final commercial decisions.

Ticketing and email integration

A custom Zapier connection passed authorised Showpass purchase and transfer events into Klaviyo, where the available signals could be attached to the relevant contact records.

Relevant audience layers

The working audience distinguished season-ticket holders, other ticket buyers, VIP buyers and engaged or dormant contacts so communication could reflect different fan situations.

Recurring matchday communication

Match weeks used seven to ten distinct emails rather than one message to the full list, with communication based on ticket status and known engagement.

Conversion-led paid social

Paid-social activity combined broader awareness work with ticket-purchase campaigns measured through the configured Meta conversion setup.

Vancouver FC supporters in the stands at Willoughby Stadium

● CONNECTED ACTIVITY

Four parts of one connected operating rhythm

The operating model connected authorised ticket activity, audience logic, recurring communication and paid-social measurement within Vancouver FC’s agreed objectives.

01 · CONNECTED SIGNALS

Make ticket activity usable

Purchase and transfer events from Showpass were passed into Klaviyo so the available activity could inform segmentation and reporting.

02 · AUDIENCE LOGIC

Match the message to the fan situation

Season-ticket holders, other buyers, VIP buyers and engaged or dormant contacts could be treated as different groups.

03 · MATCH-WEEK EMAIL

Run a recurring fixture cadence

Seven to ten distinct emails could be used across a match week, instead of one message being sent to the full list.

04 · PAID SOCIAL

Optimise towards ticket purchases

Paid-social campaigns combined audience development with conversion-led activity measured against ticket purchases.

● REPORTED RESULTS

Results reported from February to August 2026

EMAIL, SMS AND AUDIENCE DEVELOPMENT

~40%

of ticket activity reported as traced to an email or SMS

The source reports 33% of ticket purchases and 47% of ticket transfers, with approximately 40% combined. The attribution window is not stated.

+30%

newsletter-subscriber growth

Reported between the partnership start in February 2026 and August 2026.

7 to 10

distinct emails reported in a match week

The number reflects separate messages for different fan situations rather than one email sent to the full list.

CHANNEL RESULTS REPORTED BY THE PLATFORMS

69%

Meta-reported blended return on ad spend

Platform-reported and not an independent incrementality test.

69%

of Meta-attributed purchasers classified as not existing customers

Meta’s classification does not establish that they were first-time attendees or entirely new to Vancouver FC.

7,274

tracked conversions reported across the source period

The source does not define which conversion events were included, so this is not presented as revenue or unique buyers.

● HOW THE WORK WAS OPERATED

Ticketing, email and paid social were operated as connected parts of one recurring rhythm.

The custom connection made authorised purchase and transfer signals available inside Klaviyo. Playmakers used those signals to maintain relevant audiences, run recurring match-week communication and connect paid-social activity to reported ticket purchases. Vancouver FC remained responsible for strategy, products, pricing, data governance, the fan relationship and final commercial decisions.

Paid social supported audience acquisition.

Email and SMS supported recurring communication.

Could your club make more consistent use of the fan signals it already has?

Playmakers works with professional football clubs on managed execution across email, lifecycle automation and paid social for defined direct fan-revenue objectives.

Discuss your club’s fan-growth activity

How Playmakers works

More cases and football marketing insights

ABOUT THE RESULTS

Results are based on Vancouver FC’s Showpass, Klaviyo and Meta reporting. The partnership began in February 2026 and the source states that Klaviyo and Meta figures were verified through August 2026. The exact attribution window used to trace Showpass activity to email or SMS is not stated. Channel and platform attribution does not prove that email, SMS or paid social alone caused purchases or that reported revenue was incremental. The 30% figure describes subscriber-list growth, not revenue growth. Meta’s audience classification is not proof of a person’s complete history with the club. The source reports 7,274 tracked conversions but does not define the included conversion events.