Casestudy: Sarpsborg 08

From door to door

The voting took place here: https://bit.ly/3EltEKc

 

– Children knocked on doors in the neighborhood to gather votes for their teams. The campaign has engaged tremendously. This is an important part of demonstrating and taking local social responsibility, which is important for us and Pretec, who has sponsored the campaign. It's a great way to showcase partners, and we also get to present our profiles in a good light," says Alexander Klaussen, who is the private market sales manager at Sarpsborg 08.

This is our first customized campaign aimed at grassroots clubs. We engage a target audience that is otherwise difficult to reach, which in turn gets their parents involved. Then the ball starts rolling. Igniting the spark in the youngest is crucial," says Klaussen.

 

 

Through the Dream Visit campaign, the CRM database is also filled with more customer data, which both the club and supporters will benefit from.

– We want to connect more and more people to our newsletter, where they become recipients of interesting and exclusive Sarpsborg 08 content," says Klaussen.

Digital activation trend

Sarpsborg 08 also sees a trend towards more digital sponsor activations.

 

– We find that our partners are curious about digital development. More and more partners want us to conduct activities digitally. That way, we reach more people. Goal Club is a good example of that. Now we want to expand even further together with Crowdmanager and offer more and better digital content throughout 2023. Creating engagement is among our most important tasks. We want to engage those who follow the club, those who attend matches. For us, it's important to engage the next generation while also taking care of those who have been with us for a while. The children who win the dream visit will have stars in their eyes. That's something we need to build on. I remember as a little boy how cool it was to have local heroes visit. In a medium-sized local community like the one we're part of, that contact and relationship are extremely important. We will use every opportunity to spread joy to our audience. This campaign is a great way to do that," reflects Klaussen.

Crowdmanager's CEO, Kenneth Akselsen, emphasizes that Sarpsborg 08 has been one of the clubs at the forefront, adept at realizing the potential in Crowdmanager's diverse range of campaigns.
 

– In a time where attendance figures are stable but where further audience growth is desired, Sarpsborg 08 is extremely innovative and constantly seeking ways to attract new spectators. This campaign is a good example of that.

Thinking long-term

In the short and long term, Sarpsborg 08 aims to expand its fan base in Sarpsborg and the surrounding area. Within a radius of 4-5 miles, the club dreams of becoming the major flagship, and the blue and white team consciously work to solidify that position by spreading football and great experiences to as many people as possible.

– Sarpsborg shows a brilliant ability to think long-term in an industry that demands a lot from clubs on a day-to-day basis. The work they are putting in now, I'm sure, will bear fruit for a long time to come," says Akselsen.

"The Dream Visit" was an immediate success. The target audience is youth, a group that all clubs want to reach, but which they vary in their ability to engage. This is something Sarpsborg 08 has really achieved through this campaign.

– They mobilize and build their brand. At the same time, they collect data that they can link to tailored campaigns and messages throughout the season. The campaign has engaged over 4000 people and provided them with many individuals, in an attractive target group, to communicate with in the future. Furthermore, it's an excellent way to activate a sponsorship. In this case, Pretec has gained increased visibility, so it's a win-win for all parties," concludes Akselsen."