The Club Revenue Formula: How Football Clubs Turn Fan Data Into Growth
Reading time:
8 mins
Every football club has two core commercial streams: tickets and merchandise. This calculator helps you model both, starting from your total fan reach. It shows how many fans you can contact, how often they buy, and how much they spend. Then it combines these inputs to calculate your total commercial revenue.
Know your revenue per fan.
See what each contactable fan is worth and how it grows as your CRM matures.
Find the highest-impact levers.
Test what happens if you lift your ticket conversion rate, average order value, or contact rate.
Plan realistic growth scenarios.
Explore how small improvements, like +2% in conversion or +€3 in basket value, compound across your fanbase.
No sales pitch. Just a 30-minute call to talk about what’s holding your CRM and marketing automation back and what to do about it.
You talk, I listen, we explore what’s possible.
Not into calls? A message works just as well.
Discover how football clubs can turn fan data into measurable revenue growth. This guide breaks down the Club Revenue Formula, showing how better CRM, CDP, and marketing automation lift ticket and merchandise income, with real examples, tactics, and results.
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Co-founder & COO, Data Virtuality
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Owner, Wordseed
"It is always very insightful to talk with Matthias about the future of the football industry with its opportunities and threats. His ability to challenge the status quo and existing best practices in football management helped me to grow my knowledge and creativity too. I am grateful that I have found such an exciting sparring partner to challenge and help each other to grow."
Olivier Wicki
Strategic advisor for football clubs
