How Euroleague Basketball is growing a marketable database
May 26, 2025
InCrowd was selected to deliver digital platforms that utilised rich fan data to enable supporters around the world to engage with clubs and players whilst driving significant new commercial revenue. Euroleague’s primary focus was to deliver digital platforms that utilised rich fan data to enable supporters around the world to engage with clubs and players whilst driving significant new commercial revenue.
Central to this was the sourcing, collation and utilisation of first party fan data, deploying the SSO solution across the website, app, streaming and fantasy, meaning all data points for Euroleague subscribers come into a central and actionable marketable database.
Objectives
- Establish EuroLeague as pioneers of digital experiences and fan engagement
- Increase global exposure and awareness, attracting new fans
- Capture, analyse and understand new fan data and insights to drive growth
Pioneers in fan experiences
We worked with EuroLeague to develop the must-have digital destination for basketball fans, with relentless fan engagement activations, innovating digital touchpoints and gamifying interactions with the global fanbase.
Featuring advanced, stats driven game centers and dynamic boxscore feeds, tailored content and video reels, the app also delivered a suite of Fan Engagement tools including polls, live blog and preferential in-app messaging.
Evan Planchon, Head Of Digital, Euroleague said: “InCrowd has enabled us to take our digital transformation to the next level by focusing on fan personalisation, fan data, fan engagement & experience, while increasing our commercial inventory across our digital touchpoints.”
Elevating global reach
Together, we measure global reach by increased international traffic to digital platforms, increased live-stream consumption and significant revenue and growth of global database, tracking geographic demographics.
Our collaborative, ongoing roadmap of innovation developments including translation of the app and website into 9 languages beyond English, continues to increase engagement and personalisation.
In addition, the ability to deliver territory specific broadcaster information and partnership activations based on fan location, supported team and preferences is a game-changer in connecting with such an international audience.
Data-led decision making
With a tech provider sourced, tested and implemented by InCrowd, EuroLeague ID Single Sign On is deployed across digital platforms.
This single point of login improves the fan experience and user journey and has driven significant database growth in traditional demographic data, transactional data and most importantly behavioural data.
Personalisation is key to our philosophy of “experiences not advertising” when it comes to commercial opportunity through digital platforms, and armed with this data and supporting digital tools, EuroLeague have the ability to deliver relevant commercial content, limiting disruption but maximising conversion.