A cloud-based platform for fans, sponsors and efficient processes

Digitalisation is playing an increasingly important role in the modern football business. FC Augsburg has therefore set itself the goal of playing a pioneering role in the digital transformation and taking both internal efficiency and interaction with fans and sponsors to a new level. To achieve this goal, the club is working with adesso, a leading IT service provider with proven expertise in the sports sector.

The introduction of a cloud-based ecosystem will centralise previously fragmented data sources, automate manual processes and enable personalised interactions. This holistic digital strategy particularly encompasses the areas of fan and service management, sponsoring and B2B management, as well as marketing and communication strategies. The aim is not only to optimise internal processes, but also to address fans, partners and sponsors in a targeted, data-driven way across various channels.

• In an increasingly digital world, fans and sponsors expect personalised, responsive and tailored interactions.
• The previous systems were fragmented and made it difficult to manage communication centrally.
• The challenge was to create a solution that would provide a 360° view of fans, partners and sponsors while optimising internal processes.

• Introduction of an integrated cloud ecosystem with Salesforce technology.
• Centralised collection and analysis of data to provide individually tailored content.
• Personalised fan and sponsor engagement across a wide range of communication channels.
• Real-time dashboards for data-driven decision-making and optimisation of sales and marketing processes.
• Automated workflows for more efficient resource planning and internal workflows.

• For fans: Tailored, interactive communication with personalised offers and services, as well as greater satisfaction through faster processes.
• For sponsors: Transparency in contract and contact management, as well as targeted activation of partnerships with improved collaboration.
• For the club: More efficient processes, improved decision-making through real-time dashboards and sustainable optimisation of fan and partner management.