Case Study: Sports Organisations achieve unified fan profiles across 50+ clubs with Twistag and Datatalks

Sports Organisations unify 6M+ fan profiles with Twistag

The customer, a group of 50+ sports clubs, faced a challenge with fragmented fan data across numerous systems like ticketing, e-commerce, and CRM. This prevented a unified view of each fan, leading to missed revenue opportunities and incomplete marketing profiles. Twistag was engaged to build an AI-ready data platform to solve this data unification problem.

Twistag built the Datatalks customer data platform, which featured an extensible integration layer and an identity-resolution engine to create single, unified profiles from disparate sources. The solution included a visual segment builder and a natural-language AI assistant for non-technical users. The platform now unifies over 6 million fan profiles across 50+ sports organisations, enabling cross-sell opportunities and expanding into new sports without architectural changes.