For a club like FC Bayern, attracting fans is the easy part. The real challenge? Keeping millions of them engaged long after the final whistle.
Today’s supporters expect more than match tickets and the occasional email. They want to feel connected to their club at every moment – in the stands, on their phones, and everywhere in between. Delivering that kind of experience at a global scale is no small task, but Bayern has found a winning formula.
By bringing all their fan data together, embracing mobile, and delivering truly personal interactions in real time, they’ve built a digital engagement engine that drives loyalty, revenue, and deeper connections, powered by SAP Emarsys.
In this article, we’ll explore five ways Bayern delivers unforgettable sports experiences at scale, and how your organization can do the same.
1. Unifying Fan Data Across Digital and Physical Touchpoints
For most clubs, fan data is scattered across multiple systems: ticketing platforms, e-commerce sites, mobile apps, and CRM tools. That fragmentation makes it almost impossible to deliver a consistent and relevant fan experience.
FC Bayern tackled this challenge by consolidating data from all fan interactions into a single, unified platform using SAP Emarsys. Whether a fan purchases merchandise online, attends a match, downloads the club’s app, or interacts via email, all of those touchpoints feed into one central view.
This holistic approach empowers Bayern to understand not just who their fans are, but how they behave and what they care about most.
With this foundation in place, Bayern can deliver personalized communications that reflect a fan’s full journey, not just their most recent transaction.
“Partnering with a top player like SAP Emarsys allows us to break down data silos and reach new heights through a centralized and integrated approach. We can confidently say that SAP Emarsys is a trustworthy partner that brings the global FC Bayern family even closer together.”
2. Turning Insight Into Action With Lifecycle Automation
Gathering fan data is only part of the equation. The real impact comes when you use that insight to deliver timely, relevant experiences across the entire fan lifecycle.
FC Bayern uses SAP Emarsys to automate communications based on where each fan is in their journey. From welcome messages for first-time attendees to post-match follow-ups, every interaction is personalized and timed to match the fan’s level of engagement.
These lifecycle automations run in the background, ensuring no opportunity is missed, whether it’s encouraging a second purchase, reactivating a disengaged fan, or rewarding loyalty after an event.
The result is consistent, 1:1 communication at scale, without overwhelming Bayern’s marketing team. Automations respond in real time to fan behavior, helping the club stay top of mind while building stronger relationships across every channel.
3. Delivering 1:1 Personalization to Millions of Global Fans
FC Bayern has fans in every corner of the world, each with different preferences, behaviors, and expectations. Creating meaningful connections at that scale requires more than segmentation. It demands true 1:1 personalization.
Using SAP Emarsys, Bayern delivers tailored experiences across email, mobile, and web, informed by each fan’s activity, purchase history, and engagement patterns. From product recommendations to dynamic content blocks that adapt based on language or location, every message is built to feel personal and relevant.
This level of personalization is not limited to high-intent fans or VIP groups. With AI-powered segmentation and progressive profiling, Bayern gradually builds richer fan profiles and uses that data to personalize each interaction across the full journey.
By treating every fan as an individual, rather than a data point in a broader segment, Bayern creates stronger connections that encourage repeat engagement and long-term loyalty.
4. Meeting Fans Where They Are With Mobile
Today’s fans move fluidly between digital and physical touchpoints. They might browse merchandise on mobile, purchase tickets online, and show up at the stadium expecting a seamless experience. For clubs like FC Bayern, mobile is the link that ties it all together.
Bayern uses SAP Emarsys to integrate mobile channels into their engagement strategy, reaching fans through SMS, push notifications, mobile wallet, and in-app messaging. These channels allow the club to deliver timely updates, exclusive offers, and personalised content, whether a fan is at home, in transit, or in the stands.
For example, mobile wallet passes can carry event tickets, loyalty cards, or coupons, eliminating friction on matchday and creating opportunities for real-time engagement. SMS and push notifications keep fans informed about last-minute schedule changes, product drops, or ticket availability.
By meeting fans on their preferred devices with content that’s relevant in the moment, FC Bayern ensures that every interaction feels connected, convenient, and personal.
5. Creating Connected Experiences That Drive Loyalty and ROI
A great fan experience is not built on one-off campaigns. It comes from creating a connected journey that feels consistent, thoughtful, and rewarding from the very first interaction onwards.
FC Bayern achieves this by unifying its engagement strategy across every channel. Whether it is an email, a push notification, or a mobile wallet update, each touchpoint is part of a larger, coordinated effort to keep fans engaged and valued.
By using real-time triggers, Bayern can respond to moments that matter, whether that be a ticket purchase, a stadium check-in, or a milestone birthday, with content that feels timely and personal. This kind of responsiveness deepens relationships, increases lifetime value, and strengthens loyalty over time.
The impact shows in the results. When fans feel seen and understood, they interact more, spend more, and remain loyal for longer. With SAP Emarsys powering the strategy, Bayern has created a fan experience that extends far beyond matchday. It is continuous, connected, and built to last.
6. Building a Global Brand With Local Relevance
With more than 800 million fans across the world, FC Bayern faces a challenge few clubs encounter at such a scale — how to deliver meaningful engagement to a global audience without losing the personal touch.
Using SAP Emarsys, Bayern adapts content based on each fan’s location, language, preferences, and behavior. Whether someone is opening an email in São Paulo, browsing the club shop in Shanghai, or attending a match in Munich, they receive communications that reflect their context and interests.
This ability to scale with nuance by blending brand consistency with personal relevance helps Bayern stay connected to millions of supporters around the world, turning casual fans into lifelong advocates.
“Engaging millions of global fans with different needs is no small task. To succeed, we must communicate with each fan on a 1:1 level, delivering personalized content that aligns with their unique wants.”
About the author
Ellie Quacquarelli is a Strategic Consultant & Team Lead at SAP Emarsys in London. With 10+ years of experience, she helps businesses develop customer-centric CRM strategies and measure ROI in an era of evolving email privacy. Passionate about enhancing customer experiences, Ellie specializes in driving meaningful audience connections across marketing channels, working closely with brands to optimize engagement and long-term retention.
