Euroleague Basketball Customer Story
|Sports and Entertainment||Braze, Mixpanel and mParticle||CDP, CRM, Integration|
Euroleague Basketball (EB) is a global leader in the sports and entertainment business. It is devoted to running the top European competitions of professional basketball clubs under a unique and innovative organisational model. EB manages the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and 7DAYS EuroCup, as well as the sport’s premier under-18 showcase, the EB Adidas Next Generation Tournament.
EB competitions bring the elite of European basketball to the global sports community through its OTT platform, EuroLeague TV.
Driven by the vision of ‘Continually striving for excellence: activating the passion of basketball for our clubs and fans’, EB’s mission is to provide a supreme sport and entertainment experience through a collaborative, aspirational and unifying framework of excellence for the whole of the EB family.
Clubs and fans are at the heart of everything at EB. To be relevant, you should know what teams, clubs, brands and content fans care about. Preferences change in real time, and you need to be right there with them.
However, due to unconsolidated customer data, EB struggled to understand the behaviour of its digital fans and respond with personalised communication. This resulted in missed opportunities to improve fan engagement, retention and partnerships.
Massive Rocket helped EB’s Marketing team select, deploy and derive value from a best-of-breed Marketing Technology stack including a Customer Data Platform (CDP), Data Warehouse (DW), Customer Relationship Management (CRM) and Business Intelligence (BI) software.
The Massive Rocket team undertook an in-depth evaluation of EB’s business requirements. In four months it shortlisted relevant vendors based on the business needs and integrated the solutions to start running campaigns.
Additionally, Massive Rocket’s CRM extension provided EB’s Marketing team with the process and additional capacity for ongoing data management and CRM campaign execution.
By working closely with the EB team, Massive Rocket was able to help EB send personalised messages and offers to its fans across different channels in less than four months. This resulted in a dramatic increase in fan engagement and loyalty and helped build a stronger relationship between EB and its fans.
One of the biggest wins for EB was implementing an ‘Abandon Cart’ email campaign, which helped increase conversion and drive sales. The personalised and targeted approach was well received by fans and helped to build trust and engagement with the brand. Additionally, Massive Rocket helped to improve the return on ad spend by improving audience targeting, which allowed EB to reach its target audience more effectively and to get the most value from its marketing efforts.
Another big win for EB was the activation and engagement campaigns across the Euroleague ecosystem. These campaigns were designed to reach fans across different channels and to build a strong, engaged community around the brand, driving loyalty.
These achievements helped to drive the success of the project, thus resulting in positive outcomes for EB and contributing to its growth.
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