●For CX & Fan Experience Teams - Premier League & EFL

Every fan has a journey. How are you managing it?

See the whole fan experience across ticketing, matchday, digital and community in one place, from first ticket to renewal. Fix what loses fans, prove what works.

Book a 30-minute walkthrough →See a sample fan journey

No prep, no commitment.

The business case

Fan experience drives renewals and ticket sales.

55%

Ticket salessay a great experience makes them more likely to buy a ticket.

60%

Renewalsof fans say a great year-round experience makes them more likely to stay engaged next season.

Manage the fan journey. Grow the club.

Source: Deloitte, “Understanding Sports Fandom to Unlock Value.” US sports data, illustrative of the wider industry pattern.

●Why now

Why fan experience is a boardroom issue now

Three forces are converging on club CX teams at once, while the fan journey is still run on spreadsheets, surveys and departmental silos.

●Regulatory pressure

The licence clock is ticking

The Independent Football Regulator confirmed its final licensing rules in July 2026. All 116 clubs across the top five tiers need a provisional licence for 2027-28, with meaningful fan consultation a mandatory condition.

Source: GOV.UK, Independent Football Regulator guidance; premierleague.com, Fan Engagement Standard

●Commercial pressure

Loyalty is being priced

Season ticket prices rose at 13 of 20 Premier League clubs this season, after 19 of 20 the year before. 116 supporter groups have signed the FSA freeze campaign. Every renewal now carries reputational weight.

Source: Football Supporters' Association; TicketNews, Aug 2025

●Organisational pressure

Five departments, one fan

Ticketing, matchday, digital and community each own a slice of the fan experience. Without a shared view, nobody owns the journey end to end.

●Why you need Smaply

How clubs use Smaply for fan experience

Build fan personas

Season ticket holders, families, hospitality guests, away fans: define who they are and how their journeys differ.

Map the fan journey

From ticket purchase through matchday to renewal, chart the touchpoints, emotions and moments of truth.

Prioritize what to improve

Rank opportunities across the club by impact and reuse insight season to season.

Report the impact

Pull in ticketing, CRM and survey data, and report it for your board and Fan Advisory Board.

●Why manage your fan experience

The business case for managing the fan journey

How CX-mature clubs connect fan experience to retention, revenue and reporting.

Protect renewal revenue

Map where fans disengage, a slow renewal, an unclear membership tier, and act before the renewal window rather than explain it after.

Break down departmental silos

One shared map gives ticketing, matchday, digital and community the same picture and a common language for what to fix first.

Turn compliance into an asset

The evidence base that supports your fan consultation obligations doubles as the business case for your next CX investment.

Reuse insight season to season

Reuse this season’s insight next season instead of starting from a blank map every summer.

The non-obvious upside

Put fan experience first, and revenue turns up where you weren’t looking.

Fix what quietly frustrates fans and they choose to spend more. The biggest revenue opportunities hide in the journey, not the P&L, and you only find them by mapping the fan experience end to end.

+16%

Total matchday spend

When the Atlanta Falcons halved concession prices, a fan-first fix to a long-standing matchday gripe, total fan spend rose 16%. Supporters spent more because the experience got better, not because they were charged more.Source: Deloitte, Stadium Experience & Fan Satisfaction Survey (US sports data, illustrative of the wider pattern).

See a fan journey mapped in Smaply

Book a 30-minute walkthrough and we will apply it to your renewal numbers and fan engagement plan.

Book a 30-minute walkthrough

●Security and compliance

Built for organisations that take data seriously

Club and fan data stays protected, private, and under EU data protection.

✓Role-based access control for every workspace

✓Single sign-on with SAML and SCIM provisioning

✓Data encrypted in transit and at rest

✓Hosted in the EU and GDPR compliant

✓Audit logs for every change

Book a walkthrough Visit the trust centre

GDPR compliant

EU data protection, by design.

SSO and SAML

SCIM provisioning for your identity provider.

Encryption

In transit and at rest.

EU data hosting

Your data stays in the EU.

See what a mapped fan journey looks like for your club

Thirty minutes with our team. You will leave with a first-cut fan journey structure for your own club.

Book a 30-minute walkthrough See a sample fan journey

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