Collaborative digital transformation project

InCrowd and Crystal Palace FC have a long-standing partnership with a focus on creating the ultimate digital experience for fans to  engage, grow and commercialise its global supporter base.

Ultimately, CPFC wanted to create a mobile-first, centralised digital experience – personalised for each fan, underpinned by one single view of customer behaviour.

Objectives:

• Seamless integration with range of best-in-class providers
• Capture, retain and grow digital audience
• Generate significant revenue uplift

Capture, retain and grow digital audience

With advice from the InCrowd team, Crystal Palace FC initially focussed on maximising video content and enabling exclusive content to be available behind a paywall, with an integrated data warehouse to track transactional behaviour of anonymous and known users.

Whilst the quality of platform and content generated wider audience growth, this exclusivity strategy also enabled significant data growth with the profiling and identification of high value fans activated through personalised marketing and content experiences.

Generate significant revenue uplift

Revenue generated from CPFC’s digital platforms have steadily increased year-on-year since the launch of the app and website, thanks to their ability to swiftly target fans with the right message at the right moment and smart activation strategies around key revenue dates like kit launches.

In November 2024, the InCrowd’s Managed Marketing team ran a successful Black Friday & Christmas campaign for CPFC, using hyper-targeted audience segmentation based on previous behaviour, campaign engagement and demographic data, driving a 13% increase in year-on-year revenue generated in that specific week.

Seamless Integration

Collaborative from day 1, the project kicked off with 2 months of detailed strategy and discovery workshops with key stakeholders from CPFC, InCrowd and UNRVLD, the chosen frontend partner for the website aspect of the project.

The project required building the front end solution and data environments using a selection of leading Cortex products including the Content Management System, Single Sign-On and the Fan Data Platform. The project required further integrations with Seatgeek (ticketing), RSS (shop) and various other third party fan data sources as well as implementing integrations with Opta feeds and Stream AMG.