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Marketing Automation Drives Sports Fan Engagement

Pro Soccer League Takes Contact Strategy to the Next Level

About this paper

Fan loyalty is everything in the sports business. Major League Soccer (MLS) knows this well and takes fan engagement seriously. To deepen customer insight and better understand what its fans really want, the pro soccer league turned to marketing analytics to build an automated content relationship management program (CRM).

This paper, featuring Charlie Sung Shin, Director of CRM and Analytics at MLS, explains the details of the league’s four-phase program that has helped build a loyal fan base and increase ticket and merchandise sales.

Learn more, including:

  • How personalization increased unique rates by 39 percent.
  • Why measurement and tracking are critical to MLS' winning strategy.
  • The four phases of MLS' successful CRM program.

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