previous icon Back to blog
Jun 08, 2022
4 minutes read

How to do more with less: surviving the challenges of sports relegation

Relegation has an immense emotional impact on a club and its fans. While we shouldn’t underplay that impact, it’s arguably less business-threatening and easier to recover from than the financial impact that follows. Here’s how to recover from the pain of relegation.

Sam Windridge
Sam Windridge,
Head of Sport & Partnerships

Smaller, fewer, less

Relegation can have far-reaching effects on entire towns and the health of their infrastructure, with smaller crowds and fewer travelling fans bringing less revenue at the gate, coupled with fewer sponsorship and partnership opportunities for the club itself.

Smaller crowds can be a significant issue as the season draws on. Fewer gate receipts rapidly translate into less capital available to the club for improvements and new players, for example. Swansea City saw average crowds drop from 20,623 in 2017/18 to 18,758 in 2018/19 after being relegated to the Championship.

However, plenty of clubs have turned a die-hard core of fans into an army using modern marketing techniques to grow revenues and, crucially, remain front-of-mind with otherwise non-partisan fans. Sunderland AFC actually grew average attendance from 27,729 to 32,157 despite relegation to League One.

Some issues can’t be fixed with a smart marketing campaign – at least not directly. TV revenues for clubs in the EPL compared to those in the Football League Championship are night and day. That’s not something that can easily be replaced.

Working smarter with limited resources

With less disposable income and, sadly, the realistic prospect of a smaller team to use it effectively, clubs in the throes of relegation need to think about how they can do more with less. In marketing terms, that invariably means using data in a more innovative way. Automated solutions that can take the fan data you hold and use it to segment customers in various ways to market to them more effectively are the fastest route to improved ROI and reduced spend. The temptation can be to revert to “free” channels such as email, but often such channels can give misplaced comfort when trying to reach an audience. Here are just a few of the benefits of marketing automation:

Make it personal

Harnessing the power of a Customer Data Platform, or CDP, means you can store all of your data in one system and use it to produce hyper-personalised marketing. Focusing on small audience segments will pay dividends where you need a laser-targeted approach to reduce unnecessary outgoings. Often, one unified system will drive efficiency and significantly lower costs compared to multiple vendors.

Create bespoke campaigns

Beyond that, marketing automation can create bespoke, segmented campaigns that speak to your fans and can be the difference between days of tireless campaign creation and a few hours of tweaks to fully-formed campaign plans.

Manage fan expectations

Just because your club is operating in a lower tier doesn’t mean your fans’ expectations are any less challenging. Automating vital customer journey elements can save valuable human resources to work on revenue-generating, while your cloud-based software deals with more mundane tasks.

Keep the conversation going

Communication is also crucial. Knowing where your fans are active (and being able to meet them there) is essential if you want to convert a smaller fan base into increased revenue. That’s why omnichannel communication is a must.

Manage your partners

And if external communication is essential, so is internal. You can’t afford to miss an opportunity or squander your budget on misfiring campaigns or partnerships. Ensuring your internal and partner messaging platform is up-to-speed and able to handle multiple complex conversations at once is crucial to ensuring nothing falls through the cracks and you don’t leave valuable revenue on the table.

Keep everything under one roof

When considering a marketing automation solution, it’s important to think about how your software will function together. In an ideal world, using a single provider to deliver everything you need will provide a slicker, more integrated solution that performs more cohesively than five different pieces of software from five different providers. Inevitably, it’ll also be more cost-effective. If you can also integrate direct revenue generators like ticketing and payments into your overall solution, so much the better.


Our Ticketing, Mobile Marketing Cloud, and Mobile Service Cloud solutions deliver tools to help sports organisations automate campaigns, communicate with customers, and deliver genuine ROI more efficiently. If you’d like to talk to someone about how we can help your club thrive, get in touch and talk it through with one of our experts.

Sport is about way more than just selling tickets.

Was this article interesting?
Share it!
Sam Windridge
Sam Windridge,
Head of Sport & Partnerships
logo linkedin icon

Sam is Head of Sport & Partnerships for UK&I. Before joining the CM.com, Sam worked in the sports industry heading up commercial teams at London Irish, Fulham Football Club and Arena Racing Company. He is passionate about how technology and automation can enhance the fan experience.

Related articles

whatsapp-business-blog_image-deals-offers
Sep 16, 2024 • WhatsApp

Increase conversion with promotional messages on WhatsApp

In an age of mass marketing, it’s safe to say peak sales periods, especially Black Friday and the holiday season, can be overwhelming for consumers. Consumers receive irrelevant information from companies that doesn't match their personal needs and desires, so it's no surprise people might want to switch off and tune out all forms of marketing until the season is over. As an eCommerce player, you should always be looking to avoid this by diversifying and personalising your marketing strategy in a way that suits your customers' needs.

cashless
Mar 18, 2024 • Live

Introducing Box Office: the solution for on-the-door sales

We're excited to release our latest development for on-the-door ticket staff; a solution that enables sales before and during your event or club night. Powered by the CM.com Ticketing platform and enabled on a variety of hardware and operating systems, we help your staff connect online sales to offline sales, seamlessly. In this blog, we look at some of the key features of Box Office.

live-blog-blog-featured-uk-3
Nov 30, 2023 • Live

Instagram Messaging: your ticket to winning fans and boosting ticket sales

In today's fast-paced world, the need to capture fans' attention and build loyalty remains a key challenge for independent event organisers. Developing campaigns to boost ticket sales and cut through the noise in this increasingly crowded industry can feel challenging.

payspace customer story
Oct 16, 2023 • Marketing

Enhance your Black Friday SMS marketing with Pages

In recent years, the integration of SMS has played a pivotal role in transforming the Black Friday shopping experience. Retailers and consumers alike have embraced SMS as a powerful tool for communicating promotions, exclusive offers, and time-sensitive alerts.

dutch-grand-prix-ticketing
Jun 30, 2023 • Ticketing

Ticketing: the first touchpoint of the Formula 1 Heineken Dutch Grand Prix fan experience

Ticketing is the first touch point of any event, which is why it's essential it runs smoothly to give your customers a great first impression. At the Formula 1 Dutch Grand Prix, demand far outstrips supply, so the organisers were looking for an innovative ticketing system to help them manage ticket allocation smoothly. That's where we came in.

dutch-grand-prix-marketing
Jun 30, 2023 • Marketing

How to boost fan engagement: Formula 1 Heineken Dutch Grand Prix use case

What makes sport so great is that it connects all kinds of people. On the other hand, knowing no two sports fans are alike makes it challenging for sports organisations to address different fan segments. The organisation behind the Formula 1 Heineken Dutch Grand Prix acknowledged this challenge and realised they needed to create individual experiences for fans at CM.com Circuit Zandvoort. With this ethos, they've built world-beating fan experiences for the first F1 event at Circuit Zandvoort in 35 years. But the team isn't finished. They're working to improve fan engagement year on year. Want to know more? Here we share five insider tips on how the Dutch Grand Prix built fan engagement before, during, and after the race.

instagram-marketing-messages-feature1
May 22, 2023 • Conversational Commerce

Introducing Instagram Marketing Messages

Today, more and more customer engagement happens on social media. And with good reason. Personalised messages on consumers' favourite messaging apps can truly benefit your brand awareness. Instagram's new Marketing Messages feature offers a great marketing tool to be visible where your customers are and re-engage them to boost those conversion rates.

Mobile Marketing Cloud conversational marketing blog
Mar 29, 2023 • Marketing

Engagement where it matters: CM.com's take on conversational marketing

Look at most definitions of conversational marketing, and it’s not clear what all the excitement is about. “Engaging customers through dialogue”, “interacting with people via real-time”, “two-way communication”, “putting the focus on interactions using social media messaging channels”. Isn’t that what marketers have been doing for years?

whatsapp-business-blog_image-newsletters-announcements
Mar 13, 2023 • WhatsApp

What is a WhatsApp newsletter and how does it work?

WhatsApp newsletters are messages that can be sent from a brand's WhatsApp business account to a specific audience of customers with information that's relevant to them. You can send people special offers, exclusive discounts, and new product announcements. You can also personalise these offers based on special events like holidays and birthdays, or annual promotions like Black Friday and Cyber Monday.

Is this region a better fit for you?
Go
close icon