In January 2019, the United Soccer League (USL) determined that a partnership with FanThreeSixty—the industry leader in “fanalytics”—was necessary for its data strategy and overall efforts to gain a better understanding of who its fans were.
“What we were finding is that we were engaging with these people, but we didn’t know a lot about who our fans were,” said Adam Satz, Senior Director of Digital Services for the USL.
Satz believed that the league’s digital department wasn’t able to fully unlock the potential of its personalization efforts because they lacked the right fan intelligence.
The digital department at the league office underwent about a 12- to 18-month vetting process of data analytics companies. Satz explained what distinguished FanThreeSixty: “There are a lot of app companies out there that just provide apps. I think what set FanThreeSixty apart is they were able to bring that multifaceted solution to the table for us. Yes, we have this app, but we can also provide the data platform that allows you to really activate the information that you’re getting through that app.”
According to Satz, the league’s work with FanThreeSixty has already begun to trickle down within the USL. Three of its clubs—Sacramento Republic FC, Birmingham Legion FC, and Richmond Kickers—have implemented mobile apps powered by the company.
“By being early adapters, Sacramento, Birmingham, and Richmond have had an opportunity to be a part of discussions that are really steering the direction that we’re going to be going in the next couple of years.”
Sacramento Republic FC President and COO, Ben Gumpert echoed the league office’s enthusiasm.
“Through our partnership with FanThreeSixty, we’re growing our audience, growing their level of engagement and opening new opportunities with partners,” Gumpert said. “We are just scratching the surface but it is clear that we can deliver customized content for Republic FC fans and drive business for our corporate partners in ways we have never done before.”
According to Satz, FanThreeSixty is also currently working with a number of other clubs to develop apps. Those teams are likely to debut their mobile apps this summer.
Through working with FanThreeSixty, the USL is hoping to learn more about its audience, and to use that knowledge to fuel its expansion and growth into new soccer markets across the United States and Canada. A key part of that is discovering the best ways to engage with people.
With FanThreeSixty, the USL will develop profiles of who USL fans are, which will then lead each team to new opportunities in their respective markets. This information will also help teams be more strategic in their decision making and outreach efforts, understanding who is engaging with a club and who isn’t, and how to activate those fans.
Satz wants to avoid becoming another app on a phone, and instead wants to become an essential part of the fan journey that provides engaging experiences throughout the week that keep fans wanting to come back for more.
“To FanThreeSixty’s credit, even though we’re only a couple months into the work that we’re doing together, they’re very active in helping us find ways to tap into that and push their own product forward in a way that would help support that mission,” he continued.
FanThreeSixty’s platform has also allowed the USL to aggregate data from a range of different sources, including ticketing. It can offer a much more holistic understanding of fans while helping the league place itself at the center of many fan touchpoints.
“Through initiatives like this, I think it’s an opportunity for us to show that we’re a very fan-focused organization that wants you to come out, enjoy soccer and make it a part of your daily experience.”