In the ever-evolving landscape of professional sports, the fusion of tradition and innovation has become paramount for clubs seeking to thrive both on and off the field. Norwich City Football Club stands as a shining example of embracing digital transformation to elevate its brand, engage fans, and optimise performance. At the heart of this digital revolution lies a strategic partnership with Digital Playmakers.
In this case study, we delve into the collaborative journey between Norwich City FC and Digital Playmakers, exploring how leveraging cutting-edge digital strategies has helped maximise its digital revenue streams.
The club has worked hard to enhance digital and offline fan experiences, whilst also highlighting important social issues such as mental health. Consequently, Norwich City has laid some fantastic foundations for future growth and loyalty within its fanbase.
The synergy between Norwich City FC and Digital Playmakers serves as a blueprint for modern performance marketing excellence.
Working across multiple channels, our campaigns have successfully generated significant retail revenue. From pre-season kit reveals, and Christmas madness, through to the new year and end-of-season sales.
We all know ticket sales vary depending on the importance of the match, the weather and the opposing team. However, our tactics and best practice campaigns have helped put more bums on seats.
As a privately owned club, Norwich has additional revenue streams that include Delias Canary Catering and Yellow’s Bar and Grill. Our campaigns have ensured strong attendance to year-round catering events, packing out local favourite fan bars and in-stadium reservations.
Norwich City offers Canaries TV. For those who want to watch from the comfort of their own homes, or on the move. This channel is a brilliant way to include those unable to attend games and for a fraction of the price. We have helped top up their streaming customer base.
Digital Playmakers has not only promoted the men’s team but take equal pride in supporting a flourishing women’s program.
Since the beginning of the partnership, there have already been more than twelve million impressions, served locally and globally! The campaigns have spanned across more than four different channels and multiple markets. With a focus on implementing best practice performance marketing techniques.
The first major hurdle to overcome involved improving the Canaries internal marketing measurement and analytics capabilities. Ensuring the data being used was as accurate and reliable as possible, before making key business decisions. Once this problem was resolved, the marketing KPI’s have only improved. The ROI has surged upwards, with the ability to track across multiple departments and feed the advertising platform algorithms more efficiently.
Overall, the partnership has been a resounding success and we hope to continue our work with them well into the future.
