Case Study: Seattle Sounders FC boosts fan engagement and streamlines customer data with Microsoft Dynamics 365

Seattle Sounders FC scores a winning goal by moving customer data to the cloud

Seattle Sounders FC, a Major League Soccer club with tens of thousands of passionate season ticket members, faced a challenge in managing and integrating large volumes of fan and ticketing data coming from partners like Ticketmaster. With a small IT team and a costly on‑premises CRM, the club needed better data aggregation, centralized complaint tracking, and more personalized fan engagement to support renewals and match‑day experiences.

The Sounders migrated to Microsoft Dynamics CRM Online (Dynamics 365 for Customer Service) and integrated Office 365 tools including SharePoint Online and Power BI to centralize data flows and build renewal models. The cloud solution streamlined Ticketmaster integrations, centralized issue reporting, enabled proactive outreach, and made staff far more productive—seven service reps now manage roughly 1,700 accounts each—while reducing IT overhead and improving sales and retention.

Seattle Sounders FC

Mikaela Purvis

Director of Fan Relations