Although the MLS (Major League Soccer) and SEC (Southeastern Conference) involve different sports at different levels, today’s attraction to unique and innovative technology that heightens customer/fan engagement bridges the gap.
Sporting Kansas City, champions of MLS (Major League Soccer) in 2013, has such a compelling and efficient technology system installed at its Sporting Park stadium that it has attracted fans from the SEC (Southeastern Conference)−the best college football conference in the country.
Shawn Chevreux, director of marketing for Sporting KC, explained to Loyalty360 the phenomenon that has the SEC and others seeking the secret to its successful customer/fan engagement.
“We operate using a data ecosystem designed by Sporting Innovations called FAN360,” Chevreux explained. “FAN360 connects all of our data systems to give us a better understanding who our fans are so we can deliver them more personalized experiences. Using Uphoria, the mobile framework of FAN360 currently branded as the Sporting Club Uphoria app, we are able to have more sophisticated mobile interactions and connections with our fans. Not only does it provide relevant game day information like stats and schedules, but it also features live video, replays, and the ability to deliver customized info messages, offers, and rewards to fans based on their behaviors and preferences. And further, we can use those engagements to keep learning more about them and keep providing them the best experience possible.”
Due to the notoriety Sporting Park has received for fan engagement, particularly through technology, it’s gotten the attention of a lot of other sports around the world, including collegiate athletics.
“The SEC is certainly a conference that is looking to continually improve its fan experience offerings, and many of the universities have come to tour Sporting Park and see the technology in action,” Chevreux said. “We are also currently working with schools in both the Pac-12 and Big 12 conferences.”
The Sporting Kansas City’s rebranding process that launched in 2010 coincided with construction of Sporting Park. The new stadium, which holds 18,500, opened in June 2011.
Consider how far Sporting KC has come since 2009: At that time, the team had about 500 season ticket holders. Now, it has 14,000 and there’s a waiting list.
The Uphoria app’s current iteration launched in April.
“It’s been good,” Chevreux said. “We’re able to do things on a deeper level, offer unique things that only our app users can take part in. Downloads and usage have been strong, and we’re encouraged by that. We have communicated with our fans that we’re an open channel. It’s a two-way street.”
Sporting KC wants its fans to engage with the team as much as possible.
“Part of the app has a comment feature where fans can submit messages and we’ll respond in real time,” Chevreux said. “Our fans aren’t shy in telling us their thoughts and opinions. We try and take everything into consideration and try and find ways to correct those. We do that during and after every match.”
Technology is one of the cornerstones of the Sporting KC brand.
“It’s reflected in the demographic we covet,” Chevreux said. “They are plugged in to their phones and tablets, and we want them to be able to use them at our events.”