Case Study: Premier League club Tottenham Hotspur achieves a unified supporter view and personalised engagement with UniFida

Premier League Football Club - Customer Case Study

A Premier League Football Club with more than 100k supporter web sessions a day and 2 million registered members faced the challenge of linking online browsing to offline behaviour to deliver truly personalised communications and predict ticket and retail purchases. The club engaged UniFida to create a usable single supporter view and give non‑technical teams easy access to supporter data for building actionable insight and targeted campaigns.

UniFida implemented a single customer view by matching identifiers (email, mobile, name, address, customer number, cookie IDs) across ticketing, merchandise, membership, web and email campaign data, and de‑duplicated the dataset from 2.5 million to just over 2.0 million records (a 22% reduction). The UniFida SSV and dashboards enabled rapid audience segmentation and email selection, revealed engagement gaps (for example, lower online engagement among younger members), and allowed targeted outreach to frequent shop visitors to convert browsing into purchases.

Premier League Football Club