Reduce costs. Increase revenue. Powered by a 360 degree fan view.
Building a single fan view through a scalable Data Warehouse
The St. George Illawarra Dragons partnered with Sports Cloud Australia to transform how they use fan data. By connecting fragmented systems into a single Data Warehouse, the club created a scalable foundation for personalised fan engagement and stronger commercial performance.
The St. George Illawarra Dragons had a clear ambition: to strengthen fan engagement and unlock new commercial revenue through data.
However, their fan data was fragmented across multiple platforms: ticketing, membership, and merchandise. This made it difficult to analyse behaviour, personalise communication, or scale digital initiatives.
Without a single source of truth, valuable insights were lost and operational costs continued to grow.
We designed and implemented a centralised Data Warehouse that consolidated all transactional data into one platform, creating a 360-degree fan view.
Data sources included: Ticketmaster, Ticketek and Shopify.
This foundation enabled the Dragons to understand fan behaviour across all touchpoints and activate data in a meaningful way, from personalised marketing to smarter commercial offers.
What This Enabled
With all data connected, the Dragons were able to grow and enrich their fan database while driving stronger commercial performance:
Operational Impact
The impact went beyond commercial performance. The Data Warehouse also delivered significant operational efficiencies for both marketing and commercial teams.
By working from one unified dataset, analysis became faster and simpler, reducing tooling costs and freeing up time to focus on growth.
Do you want more information about this case? Feel free to contact Charlotte.
Digital Marketing Manager
charlottevinecombe@sportscloudaustralia.com
