Fan loyalty intelligence
Winfield & Co applies retail loyalty methodology to professional football clubs. The same thinking behind the Tesco Clubcard, built for a fanbase.
Get in touchThe problem
Most clubs have more fan data than they know what to do with. Ticketing systems. App logins. Merchandise transactions. Food and beverage spend. The data exists. The problem is it sits in silos with no single view of the individual fan.
No understanding of who is at risk of not renewing before they make that decision. No segmentation beyond season ticket holder versus everyone else. The same email goes to the thirty-year season ticket holder and the person who attended twice last season.
Retail solved this problem in the 1990s. The clubs that apply the same thinking now will have a serious commercial advantage over those that do not.
Retail abandoned one-size-fits-all in the 1990s. The data to do better already exists inside every football club. The question is who is joining it up.
The methodology
At the heart of Winfield & Co is a proprietary scoring framework built specifically for football. It identifies the behaviours that actually predict fan value, loyalty, and lapse risk, then scores every fan against them. The weighting adapts to each club's commercial objective.
Not just how many games. Which games were missed and why that matters. Whether attendance is growing or declining season on season. The pattern behind the number is the insight.
What a fan buys tells you who they are to the club. Kit purchase history. Recency. Full price versus sale buying. Christmas spend as a household signal. RFM thinking applied to football.
App opens on non-matchday weeks. Speed of response to team news. Notification preferences as intent declarations. The fan who is there every day even when they cannot get a ticket.
Type 01
Every game. Full price buyer. Daily app engagement. Never wavers.
Type 02
High attendance and engagement. Low commercial spend. Needs experience over discount.
Type 03
High app and shop engagement. Low attendance. Geography or access is the barrier.
Type 04
Enters every ballot. Watches every away game on TV. Your most passionate unserved fan.
In practice
We take your existing data. Ticketing exports. App analytics. Merchandise and F&B transaction records. We clean it, join it, and apply the Fan Intelligence Model. What comes back is a quarterly intelligence pack. A clear, structured report that tells your commercial team which fans to act on, what to do, and why.
We then sit with you and walk through it. The data is the foundation. The conversation is where insight becomes action.
We map what you have and tell you honestly what it can support before we scope anything.
We apply the Fan Intelligence Model. Every fan scored, segmented, and ranked.
A quarterly report built to Winfield & Co standard. Clear charts. Plain English. Specific recommendations.
We sit with your commercial team and work through the findings together.
Getting started
Winfield & Co is looking for the right clubs to work with on an initial proof of concept engagement. No upfront fee. Performance basis only. We take a small percentage of verified incremental revenue generated from actions taken from our recommendations.
If the model works, you pay from the uplift it creates. If it does not, you have lost nothing.
Get in touch
Every engagement starts the same way. A short conversation about what you are trying to achieve and whether Winfield & Co is the right fit.
dan@winfieldandco.co.ukThank you. We will be in touch shortly.