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NEWS: Coventry City Announce Partnership With Sports Alliance

17 June 2021

Coventry City FC is delighted to announce a new partnership with Sports Alliance, as the Club looks to continue to increase its engagement with fans grow and ultimately increase revenues across the club to further develop the first team squad.

Following our return to Coventry from the 21/22 season, the club will work alongside Sports Alliance to focus on fan engagement, data management, CRM, Single Sign On and insight services. 

Developing a data-driven approach to the commercial offering is a crucial step forward for the Club. The utilisation of Tableau Business Intelligence services will enable insights to be delivered across the business.

When the new season kicks off in August, the Sky Blues will be analysing live propensity modelling for Season Ticket renewals, via Tableau, to identify trends and gain a deeper understanding of supporter engagement.   

Matt Swindells, Account Director, Sports Alliance, said “We are delighted that Coventry City has chosen to partner with Sports Alliance. The Club is developing at pace both on and off the pitch, and we look forward to working closely together to deliver against their commercial objectives. There are several exciting initiatives on-going as the Club return to Coventry, and we can’t wait to get started.”

 Tynan Scope, Head of Commercial, Coventry City, said “We’re thrilled to be working with Sports Alliance. Their experience and understanding of our business mean we will be able to grow our audience and communicate more effectively than ever before. Having a robust software infrastructure in place gives us the capabilities to meet our short- and long-term requirements”. 

Dave Boddy, Chief Executive, Coventry City added “The partnership with Sport Alliance is massively important in the next stage of developing the Club. It will allow us to make informed decisions and help improve the supporter/customer experience and develop revenue streams to help drive the Club forward. I see this as an exciting opportunity for the Sky Blues.”

Coventry City is the latest Club to join the Sports Alliance network, which now features over 130 clients in the UK, the Netherlands, Belgium, France, Spain, Portugal, Brazil, and USA.


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