On the 14th episode of the Sportego SportsBiz Podcast we were delighted to be joined by the man in charge of Fan Engagement and CRM at AZ Alkmaar, Bas Schnater. We discuss what Fan Engagement means, as well as how AZ have modernised their CRM and the benefits of that. In addition, we bring you details of next month’s Fan Engagement Conference in Dublin’s Aviva Stadium. For more information on that, check out www.sportego.ie/fecdublin or follow us on twitter @WeAreSportego.
Having experienced a difficult financial period prior to his arrival at the club, Bas has been a key member of the AZ team who are looking to build the Dutch club’s future security. One way that they are looking to achieve that is through smart use of their fan data. That approach allows them to engage with their fans more effectively with targeted communication, which engenders feelings of connectivity with supporters but also allows for increased revenue generation.
GDRP is a hot topic in the Sports Business community, as the May deadline looms large. However, Bas sees GDPR as being a distinct positive as it will ensure that clubs will have a more realistic view of how many of the fans they have in their database are open and receptive to their communication. It is a refreshing theme we are seeing from people in the industry, embracing the positives of the new regulations.