On a matchday, club staff have a long list of small jobs to get through. Launch the man of the match poll, set up a quiz in the app, add a new player to the squad, put a sponsor promotion on the front page, pull a number from the fan database, build a campaign before kickoff. None of it is difficult, but it all takes time, and most club marketing teams are small.

That is what our new AI concierge is built to help with. In the platform dashboard, clubs can now open a chat window and tell the assistant what they need in plain language.

The assistant then carries out the task in the platform itself. It doesn't just explain how the software works; it does the work. Typical requests could be "set up a man of the match poll for tonight's game", "create a new quiz for the app", "add this player to the squad" or "put up a sponsor promotion on the front page". Each of these is handled in a few seconds.

Working with the fan database

The bigger difference shows up when you start using the fan database. If you want to know how many fans under 25 attended last week's match, the assistant queries the CDP and gives you the number, so you don't have to dig through dashboards or wait for someone else to pull the data.

You can also ask it to target every fan who has attended three or more matches this season but hasn't bought a ticket for the next one. The assistant builds the segment, drafts the push notification and the inbox message, sets the send time and sends it back to you for approval with a single click. It can also turn that into a reusable campaign template that pulls the opponent, kickoff time and fanzone opening hours from the fixture list, so the same ticket campaign goes out automatically before every home match for the rest of the season.

What it means for clubs

The first benefit is time. Jobs that used to take twenty minutes of clicking through menus now take a sentence, and over a week that adds up to several hours for everyone working in the platform.

The second benefit is the one we care most about. Targeted campaigns based on fan data have always been possible on our platform, but they took enough work that most clubs never got round to them. Choosing the right segment, writing the copy and setting up the triggers was a small project in itself, and that effort limited how much clubs actually used their own data.

When a campaign idea can be tested with a single sentence, it becomes much easier to try things. We expect clubs to run more experiments and to find campaigns, upsells and sponsor activations in their fan data that they hadn't spotted before. Saving time is nice, but the bigger value lies in the revenue clubs can find in data they already have. You can see the concierge in action in the video below. If you'd like to see what it can do with your own fan data, get in touch.