Case Study: The Crusaders achieve 10% ticket sales growth and cut 2017 season program costs by 12% with Infor CRM

The Crusaders Grow ticket sales by 10% while reducing spend on the 2017 season membership program by 12%

The Crusaders, a Christchurch-based professional rugby club and one of the sport’s most successful teams, faced fragmented customer data and slipping ticket sales. With a broad, diverse fan and stakeholder base, they needed to replace spreadsheets with a centralized system to improve segmentation, personalize communications, ramp up match‑day engagement, and reverse declining ticket revenues while cutting program costs.

They implemented Infor CRM in the cloud, integrating it with New Zealand Rugby’s participation database and TicketDirect and consolidating a 120,000+ contact database. That enabled targeted, multi‑channel campaigns (including a high‑ROI in‑mall trial) and real‑time decision‑making—resulting in a 10% increase in 2017 ticket sales, a 12% reduction in season‑program costs, 15+ campaigns driven through the system, and plans to extend CRM use to sponsorship and HR.

The Crusaders

Warren Goddard

General Manager Commercial