{"id":815,"date":"2019-11-29T00:00:00","date_gmt":"2019-11-29T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/the-fans-first-approach-that-has-more-than-doubled-revenue-at-olympique-lyonnais\/"},"modified":"2022-03-18T15:50:21","modified_gmt":"2022-03-18T15:50:21","slug":"the-fans-first-approach-that-has-more-than-doubled-revenue-at-olympique-lyonnais","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/the-fans-first-approach-that-has-more-than-doubled-revenue-at-olympique-lyonnais\/","title":{"rendered":"The \u2018fans first\u2019 approach that has more than doubled revenue at Olympique Lyonnais"},"content":{"rendered":"\n\n
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\n Nov 29, 2019 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

The \u2018fans first\u2019 approach that has more than doubled revenue at Olympique Lyonnais<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Brands & Sponsorship<\/a>, Digital & Media<\/a> <\/div>\n
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Olympique Lyonnais and Salesforce lift the lid on an integrated, data-driven approach to fan and sponsorship engagement.<\/p>\n \n \n \n

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Olympique Lyonnais and Salesforce lift the lid on an integrated, data-driven approach to fan and sponsorship engagement.<\/strong><\/h4>\n

The 2015\/16 season was a transformative one for French Ligue 1 side Olympique Lyonnais.<\/p>\n

On the pitch, Paris Saint-Germain cemented their dominance with a fourth consecutive league title. Lyon finished second, a full 21 points behind. But off the pitch, Lyon became the first club in French football to be operating out of a 100% privately owned stadium \u2013 the 60,000-seater Groupama Stadium, the centrepiece of a growing multi-purpose development on the outskirts of the city.<\/p>\n

It was also the year that the club began what has become one of the most fruitful multi-platform digital engagement and database projects in global sport, using Salesforce to implement a new \u2018fans first\u2019 strategy.<\/p>\n

Olympique Lyonnais announced record revenues of \u20ac309 million for the 2018\/19 financial year. That\u2019s up 7% – or \u20ac19.6 million \u2013 year-on-year, and almost \u20ac100 million more than \u20ac218.1 million in total revenue from the 2015\/16 season.<\/p>\n

\"\"<\/p>\n

The club\u2019s Deputy GM Harry Moyal and Salesforce\u2019s Sports Lead for EMEA & UK Oliver Williams were on hand at the Leaders Sport Business Summit in London this October to explain how an innovative and data-driven approach to fan and sponsor engagement has led to a significant uptick in revenue, a broader base of current and potential customers, and a solid platform from which to push on.<\/p>\n

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“If I have to give you one piece of advice, it\u2019s to adopt a very basic segmentation.”<\/em><\/h3>\n<\/blockquote>\n

\u201cOur vision is to try to capture and leverage the fan data into personalised offerings to enhance the fan experience,\u201d explains Moyal, who joined the club in June 2015, and began working closely with Salesforce on strategy and tech integration almost immediately. \u201cThe idea was to try to capture the data and develop a 360-degree view of each of our fans on four main areas. The first is basic demographic and socio-economic data \u2013 name, age, gender, contact details, professional data and if we can get them family status, because it has an impact.<\/p>\n

\u201cThe second way is how fans are interacting with our marketing \u2013 how do they respond to our emails, push, which channels did we acquire them from; what type of client is it \u2013 B2B or B2C; everything transactional \u2013 ecommerce sales, physical store sales, ticketing and attendance history; whether or not they\u2019re using the wifi when they\u2019re coming as well as all the behaviour \u2013 relationship with club media, interaction on social networks, of course browsing data, web, mobile and app; and geo-tracking data. As much as we can get to get a better holistic picture of our fans. We tried to use this knowledge to develop personalised, customised offers for each of the fans.\u201d<\/p>\n