Chelsea FC has partnered with cloud communication platform Twilio to engage “more deeply” with its global fanbase.
As part of the agreement, Twilio will supply the Premier League club with its Twilio Segment customer data platform, allowing Chelsea to gain more detailed insights into its global fanbase by understanding how those fans interact through in-person or online touchpoints.
The London club will use this data to improve fan engagement across its men’s and women’s teams. Chelsea plans to offer tailored promotions to fans visiting its stadiums, personalise content featuring their favourite players and customise web and app experiences for supporters of each team.
Phil Lynch, Chief Digital Officer of Chelsea Football Club, stated: “We are delighted to welcome Twilio to the Chelsea family and look forward to engaging more deeply with our global fanbase thanks to its Segment technology. For many fans, regardless of their geographical location, digital connectivity is what brings them closer to the club, our players and our history.
“Twilio’s leading work in customer engagement will help enrich these fan experiences and offer an increased level of personalisation and connection to the club for our global fanbase.”
Penetrating international markets is a significant part of many football clubs’ commercial strategy, though it is equally important for them to engage with new audiences and supporters to retain these links.
Emerging technologies have been used recently to solve this problem. Last month, the German Football League (DFL) announced that the Bundesliga would enter the Roblox virtual world during the winter campaign, aiming to connect with younger fans globally.
When it comes to Chelsea’s partnership with Twilio, this deal focuses on gaining deeper insights into its fanbase and developing a ‘360-degree view’ of supporters. With this data, the club can launch targeted campaigns and initiatives similar to those of the DFL.
Peter Bell, VP of marketing for EMEA at Twilio, commented: “This exciting new partnership will empower Chelsea Football Club to connect with their fans like never before. With Twilio Segment, Chelsea FC can unlock a truly 360 view of their fanbase, enabling powerful, personalised engagement both home and away.
“At Twilio, we’re committed to supporting Chelsea in allowing its fans to feel even closer to the club. We’re excited to see the game-changing impact of this partnership over the coming years.”
