In the modern era of sport, the competition isn’t just on the pitch — it’s in the data.
From driving deeper fan engagement to creating seamless commercial operations, leading sports clubs are turning to Salesforce to build digital ecosystems that connect every supporter, sponsor, and staff member.
At Pracedo, we believe that the future of sporting success is powered by AI + Data + CRM — and Salesforce provides the ultimate platform to make that vision a reality.
1. Uniting the Fan Experience
Every club knows that fans are the heartbeat of the organisation. But often, their data sits across ticketing systems, retail platforms, and membership databases — making it hard to truly understand who they are.
Salesforce allows clubs to bring that data together into a single view of every fan. With this foundation, clubs can personalise experiences at scale — from tailored ticket offers to birthday messages, exclusive content, or behind-the-scenes access that keeps fans emotionally connected.
Imagine delivering the same level of personalisation to 50,000 supporters as you would to one VIP guest — that’s the power of Salesforce.
2. Transforming Commercial Relationships
Partnership and sponsorship revenue are vital to a club’s success. Salesforce helps commercial teams manage sponsor pipelines, automate renewals, and deliver greater value through data-led insights.
By connecting Salesforce Sales Cloud with Marketing Cloud, clubs can build a complete picture of partner engagement, ensuring every activation is measurable and every relationship is nurtured for long-term growth.
3. Driving Smarter Marketing and Matchday Operations
Whether promoting a new kit launch, managing hospitality packages, or running matchday communications, Salesforce Marketing Cloud makes it possible to engage fans in real time across email, mobile, and social.
AI tools like Agentforce can even recommend the next best action for fans — whether that’s upgrading a ticket, joining a membership tier, or attending an upcoming event.
4. Unlocking AI-Powered Insights
With Salesforce’s native AI, clubs can move beyond reporting to prediction.
AI can forecast matchday attendance, optimise pricing models, and even identify fans most likely to churn or engage — helping marketing and operations teams act fast and proactively.
5. Building a Data Culture On and Off the Pitch
Just as performance analysts use data to guide players on the pitch, Salesforce helps business teams use data to guide decisions off it.
By embedding CRM across departments — from ticketing and hospitality to community outreach and media — clubs can ensure that every action is informed by insights, not intuition.
Why Partner with Pracedo?
As a Salesforce Summit Partner and part of the Ascendion Group, Pracedo has delivered digital transformation projects for leading organisations across Europe.
We help sports clubs harness Salesforce to create connected fan ecosystems, streamline operations, and unlock the full potential of their data.
Because when technology, people, and passion work together — everyone wins.
Interested in learning how Salesforce could power your club’s next season?
📩 Get in touch with our team to explore what’s possible.
