E-CON

FK AUSTRIA WIEN

Building One of Austria's Earliest Data-Driven Loyalty Platforms.

Executive Impact.

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Creator and Transformation Lead of the Sindelar loyalty platform

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Early large-scale digital fan-engagement ecosystem

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40,000+ registered participants

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Integrated ticketing, merchandising, engagement, loyalty, and analytics capabilities

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Material increase in merchandise sales following launch

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Stadium attendance for less attractive fixtures increased by approximately 25% to 40%

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Advanced behavioral and customer analytics established

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Conceptual foundation created for the later national platform fussballverbindet.at

Outcome.

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40,000+ participants registered on the platform

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Fan participation and repeat engagement increased

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Merchandise sales grew materially following implementation

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Attendance at less attractive fixtures improved by approximately 25% to 40%

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Customer retention and repeat participation strengthened

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Cross-selling and upselling opportunities established through behavioral insights

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Sponsor reporting enhanced through attendance and engagement data

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Platform concepts subsequently scaled into a national participation initiative

Executive Summary.

A leading professional football club sought to strengthen fan engagement, improve commercial performance, increase stadium attendance, and develop a clearer understanding of supporter behavior.

Traditional marketing generated visibility but provided limited opportunities to build sustained relationships or produce actionable customer insight.

Executive leadership designed and implemented a loyalty and engagement platform connecting participation, fan behavior, ticketing, merchandising, incentives, and analytics within one ecosystem.

Situation.

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Strong dependence on match-day revenue and merchandise sales

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Material attendance differences between high-profile and less attractive fixtures

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Limited insight into supporter behavior and preferences

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Need to strengthen loyalty and retention

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Demand for measurable sponsor value

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Growing importance of customer data and sustained participation

Situation.

▪

Strong dependence on match-day revenue and merchandise sales

▪

Material attendance differences between high-profile and less attractive fixtures

▪

Limited insight into supporter behavior and preferences

▪

Need to strengthen loyalty and retention

▪

Demand for measurable sponsor value

▪

Growing importance of customer data and sustained participation

Situation.

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Challenge.

The objective extended beyond traditional marketing.

The club needed an engagement model capable of influencing participation, strengthening loyalty, generating customer insight, and creating measurable commercial value.

The solution also had to align the interests of supporters, sponsors, commercial partners, and the club while creating experiences meaningful enough to encourage continued participation.

Challenge.

The objective extended beyond traditional marketing.

The club needed an engagement model capable of influencing participation, strengthening loyalty, generating customer insight, and creating measurable commercial value.

The solution also had to align the interests of supporters, sponsors, commercial partners, and the club while creating experiences meaningful enough to encourage continued participation.

Challenge.

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Leadership Contribution.

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Designed the complete loyalty and engagement business model

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Developed and implemented the Sindelar platform

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Secured executive sponsorship and implementation approval (Frank Stronach, Magna International)

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Established a points-based model connecting ticket purchases, merchandise, and fan activity

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Introduced behavioral incentives supporting repeat participation

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Created rewards combining physical products with exclusive experiences

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Established analytics capabilities for supporter behavior and purchasing patterns

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Enabled targeted cross-selling and upselling through data-driven insight

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Improved sponsor measurement through attendance and engagement analytics

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Created a scalable platform architecture supporting future participation initiatives

Key Takeaway.

Effective loyalty platforms combine recognition, participation, community, and measurable value.

The Sindelar platform strengthened supporter engagement while creating better commercial insight for the club and its partners.

Loyalty grew when the platform connected recognition, participation, and community with measurable commercial value.