Sport
Case Study

Società Sportiva Calcio Napoli: innovation in the field with Var Group and Salesforce

A team within the team

Società Sportiva Calcio Napoli has always been one of the most beloved football clubs in Italy, thanks to its numerous victories both domestically and internationally, as well as the large and passionate community of its fans. The club’s ongoing goal has always been to embrace change and evolve, leveraging innovation. This is why the football club chose Var Group and Salesforce as technology partners to enhance its relationship with fans, increasing their engagement and passion.

I tifosi al centro di un nuovo modello di business

The CRM approach is becoming increasingly strategic, even for sports clubs. SSC Napoli has also recognized the importance of collecting and analyzing data to develop a business model that places the relationship with fans—the most strategic stakeholders—at its center. This awareness led to the implementation of an innovative technological solution tailored to Calcio Napoli’s reality: the Customer became a Fan, through a Fan Relationship Management solution on the Salesforce platform, designed in collaboration with Var Group.

Una community per amplificare emozione e fedeltà dei fan

SSC Napoli relies on the support and loyalty of over 200 million fans worldwide, a valuable asset that the club now leverages thanks to its partnership with Var Group and Salesforce. By using a solid and structured Fan Relationship Management solution, SSC Napoli can engage and retain followers who, by participating more actively in the community, help improve brand visibility and increase the number of season ticket holders. Furthermore, by collecting and analyzing data and preferences related to different types of stakeholders, SSC Napoli can target personalized campaigns and offers across all active communication channels, including the app, website, social media, and both physical and virtual stores.

La piattaforma Salesforce al servizio del Fan Engagement

The database was reorganized to set up more effective and targeted promotional campaigns. It was essential to increase the integration between the FRM system and the processes related to fan engagement: from merchandising in stores to organized trips to follow the team’s training camps. Thanks to the analysis and automation provided by Salesforce, numerous initiatives are developed to strengthen each fan’s sense of belonging to the club’s history and journey. Given its international focus, SSC Napoli is already considering leveraging this new technological setup in the future to develop relationships with partners and sponsors seeking visibility through the club.

"With Var Group’s specialized team, we created a team within the team. Today, we have a technological solution that, thanks to the data analysis provided by the Salesforce platform, allows us to automate processes related to fan promotion and engagement, increasingly building fan loyalty."

Tommaso Bianchini | Chief International Development Officer, SSC Napoli