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Legia Warsaw is one of the oldest and the most titled Polish soccer clubs. The frequent participant of UEFA Europa League and UEFA Champions League 2016/2017. Current Champion of National League and the major club in the country. It is not only a great sport organization but also a huge corporation which hires over 120 employees and generates millions of euros of annual income from merchandising and ticket sales.
Project period: Laegue Seasons 2013/2014; 2014/2015; half of 2015/2016
Our client's main problem was irregularity in ticket and fan store sales. There are over 250 000 fans with valid fan cards living in the city of Warsaw, but only 60% of them attend the matches and most of them do it only once in the season.
The main marketing problem was an accurate user tracking. Customers use multiple devices and Google Analytics recognize them as different visitors. Moreover, football fans are difficult audience to target with a direct response ads. Huge majority of them is visiting the website just to read some news about club and the team life which makes it difficult to map their purchasing intent.
