Chelsea FC
Benefits of Our Transformation
Developing a strategic CRM roadmap and upgrading data infrastructure to enhance fan engagement and support global fanbase expansion.
About Chelsea FC
Chelsea FC is one of the world's most prominent football clubs, with a global fanbase and growing digital presence. To maintain its leadership both on and off the pitch, the club sought to strengthen its CRM systems and deliver more personalised, data-driven fan experiences.
Results That
Matter
Enhanced
CRM Capability
Improved
Operational Efficiency
Stronger
Collaboration
Strengthened global connection
Fan Engagement
The Opportunity
The club identified a clear opportunity to make better use of its CRM data to personalise communications and target fans more effectively across digital channels. Traditional campaigns were reaching a broad audience but lacked precision - missing chances to engage fans with the right messages at the right moments. Manchester City wanted to evolve its approach to deliver targeted, data-backed engagement that could both expand its fan community and improve uptake of premium packages.
Solutions Delivered
Beyond partnered with Manchester City FC to design and deliver a comprehensive data-led marketing strategy built on segmentation, analytics, and digital activation.
- Customer Segmentation & Data Integration: Consolidated fan and ticketing data to build a single customer view and develop actionable fan segments based on engagement level and purchase behaviour.
CRM-Linked Campaign Activation: Connected CRM data with digital advertising platforms, enabling targeted outreach through Facebook and Google Ads to fans worldwide.
Creative Testing & Optimisation: Developed new, interactive ad formats and messaging variations, continuously refined through A/B testing to maximise engagement and conversion.
Performance Dashboards: Delivered real-time reporting tools to monitor campaign reach, fan acquisition, and conversion performance across markets.
Results & Impact
The initiative delivered significant commercial and engagement results. Fan traffic from CRM-linked digital campaigns increased by approximately 80%, while premium package engagement and suite sales rose sharply. The club expanded its reach by attracting new fans with similar profiles to its most loyal supporters, increasing both awareness and revenue. The integration of CRM data with digital platforms proved transformative - creating more relevant interactions that built stronger fan relationships and tangible commercial growth.
Lesson Learned
Manchester City’s experience highlights how data-driven marketing can create meaningful connections at scale. By combining CRM intelligence with digital activation, the club moved from broad audience targeting to precision engagement that delivers measurable business outcomes. The project proved that in modern sports marketing, the most powerful wins come not just from passion on the pitch, but from personalisation off it - connecting emotionally through data-driven understanding of every fan.
Working with Beyond gave us a fresh perspective on how to use data to truly understand and engage our fans. Their work helped us connect our marketing and CRM efforts, giving us a single, actionable view of our supporters. The result is a more intelligent, responsive approach to fan engagement that’s made a real difference.
Marketing Director, Chelsea FC
