SPORT MARKE MEDIEN - The name says it all: On 2 & 3 December 2024, the ESB Congress "SPORT MARKE MEDIEN" brought together the players of the sports ecosystem for the first time as part of the leading trade fair ISPO in Munich to define the future of sport.

In addition to presenting the anniversary edition of the popularity study on the main stage, SLC was also represented on the White Stage with two exciting & high-calibre discussion panels on the topic of "Turning Data into Value" on the White Stage. IT'S A WRAP - SLOT 1...

Slot 1 - "Data-based club and sponsorship management - increasing profitability & making success predictable"

Slot 1 discussed, among other things, how - with the help of the club information system CIS(c) by SLC - sponsorship success can be made measurable and how fans and members can be actively involved in the club's development. The CIS(c) supports clubs in optimising their club success through representative, reputable market research and consulting. Dirk Schlünz provided exciting insights from the field on how CIS(c) made the start of self-marketing at 1. FC Nürnberg much easier and how they still use the data today for dynamic sponsorship management. Matthias Mühlen, on the other hand, focuses with CIS(c) on the sustainable development of sustainable fields of action at VfL Bochum and analyses the following questions, among others: How do fans travel to home matches and where is there still potential? What kind of food do fans want in the stadium, what should the stadium experience of the future look like and in which areas do we want to invest in the future? The following is a brief insight into the discussion...
(Photo: Kenny Beele - from left to right: Maximilian Madeja, Jens Jaschinski, Sebastian Rohloff, Matthias Mühlen, Dirk Schlünz)

Matthias Mühlen, Member of the Management Board & Director of Sustainability, VfL Bochum
"Especially in football, it's good to take the emotion out of things at times and make things more objective. We always try to free ourselves from trends and herd behaviour and use surveys and polls to see what the majority opinion is and what relevance the topics have and how credibly we can represent them. We don't want to make decisions based on emotions or gut feelings, we want reliable, high-quality data and to involve our stakeholders."

Dirk Schlünz, Managing Director, 1. FC Nürnberg Marketing GmbH
"The topic of customer/fan satisfaction is extremely important. We want to be transparent with our own fans/customers. That can sometimes lead to painful results, but they are actually good, because it's better to find out about these points of pressure or friction and change something about them than to end up wondering why people are staying away."

"As a club, you also have to be able to provide the sponsor with facts on sales-effective topics such as willingness to buy, affinities and potential when marketing yourself. You often need quick results here and reliable partners who can provide the data on demand and also categorise it."

Jens Jaschinski, Director Consultancy, SLC Management
"With our surveys we don't say what happened, but why something happened. By asking customers, we can determine whether the investment was worthwhile and whether the activation led to a hoped-for action or sales effect."

Maximilian Madeja, Managing Partner, SLC Management
"We all have results data. But we want to find out what the control data is, i.e. what adjustments we can make and how we can optimise the whole thing. And this needs to be utilised much more, because there is actually nothing that cannot be collected. But you just have to do it right and draw the right conclusions from it."

Sebastian Rohloff, Co-Founder & Chief Growth Officer, HUDDLE.sport
"Through fan engagement, we generate data and this data helps us, among other things, to distinguish whether it is, for example, a shitstorm from a loud minority, or whether the majority of fans really think so and actions should be taken accordingly. Data-driven work is extremely important, especially in this day and age."

To the 2nd part of the forum "Turning Data into Value" with the focus "Next Level Fan-Experience" go >> HERE <<

Further information on the congress can be found here: www.sportmarkemedien.com

For more information, please contact us at any time

Lea Härtel

Research Consultant

Assistance to the Managing Board

E-mail: l.haertel@slc-ag.com

Phone: +49 (0) 911 - 54 81 830

Tags: 1. FC Nürnberg, Club-Information-System, Congress, Data Intelligence, ESB, Fact-based consulting, HUDDLE.sport, ISPO, Madeja, SLC Management, SPORT MARKE MEDIEN, VFL Bochum