The Ultimate CRM Buyers Guide for Football Clubs
Reading time:
12 mins
Football clubs rarely get visibility into how other clubs actually communicate with their fans. What do real marketing emails look like in practice? How often are they sent, in which tone, and with what structure?
This free, continuously growing swipe file gives you direct access to real marketing emails and newsletters sent by professional football clubs across multiple leagues and levels. The archive includes campaigns from over 50 clubs in the Bundesliga, Premier League, Championship, Scottish Premiership, Austrian Bundesliga, Swiss Super League, Australian A-League and more.
You can browse emails in German and English, filter by club, sort by newest or oldest, and see which campaigns resonate most through community upvotes. The swipe file is updated daily and designed to help CRM, marketing, and fan engagement teams in football benchmark their own communication, spot patterns, and find practical inspiration grounded in real-world execution.
Real marketing emails from 50+ football clubs across multiple leagues and levels.
Filter by club and language (currently German and English) to find relevant examples fast.
Sort by newest, oldest, or most upvoted to spot trends and proven ideas.
Community upvotes highlight standout campaigns over time.
Continuously updated, the swipe file growing automatically as new campaigns are sent.
Suggest clubs to be added, so the swipe file grows around what the community actually wants to see.
“Matthias built and managed our CRM, accounting- , and business intelligence infrastructure from the ground up. He’s an absolute team player, highly analytical, reliable, and deeply committed. Matthias sees what needs to be done before anyone else, takes full ownership, and drives it through with relentless focus. I’d work with him again in a heartbeat - highly recommended.”
Karsten Beyer
Co-founder & COO, Data Virtuality
“Matthias implemented a CRM system for my business. It's robust. leightweight and the perfect fit for my current situation. Working with him feels like having a systems wizard on your team. He’s incredibly organized, always knows a tool that does exactly what you need and somehow keeps it all humble, calm, and focused on results. I can unconditionally recommend to work with him!”
Lisa Holtmeier
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
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