Football isn’t just a sport in Germany—it’s a way of life. Few places capture this passion better than Vonovia Ruhrstadion, home to VfL Bochum 1848. Known as Die Blau-Weißen (The Blue and White Ones), this Bundesliga club boasts an incredible 98% stadium occupancy rate, reflecting the unwavering dedication of its fans. But even with such loyalty, VfL Bochum 1848 knows that long-term growth requires more than just match-day attendance. To stay ahead, the club has embraced data-driven strategies—personalising communication, boosting membership, and strengthening fan engagement.
Before we dive right in...
Subscribe to our blog today to ensure that you never miss valuable posts such as this one. We are passionate about helping sports organizations deliver a world-class fan experience, because better fan experience means better business. So why not use this opportunity to the fullest?
Tradition Meets Innovation
Founded in 1848, VfL Bochum 1848 is steeped in history and tradition. Playing in Germany’s top league, the club has cultivated a devoted fan base that fills the 26,000-capacity Vonovia Ruhrstadion week after week.
The Bundesliga is famous for its passionate supporters and high attendance rates, but clubs face growing challenges in truly understanding and connecting with their fans. To navigate this, teams like VfL Bochum 1848 are turning to modern technology—using data to create more meaningful fan experiences while ensuring sustainable growth.
Centralizing Fan Data: Bochum’s Journey with Data Talks
For years, VfL Bochum 1848 struggled with fragmented data. Fan information—whether from ticketing, memberships, or merchandise—was spread across multiple systems, making it difficult to get a complete picture of their supporters.
“We had different data silos from our fans,” explains Thomas Güthing, CRM and Digital Campaign Manager at VfL Bochum 1848. “We couldn’t work with a single data set to address the fans specifically.”
Partnering with Data Talks transformed this challenge into an opportunity. VfL Bochum 1848 can now easily access and analyse fan information by centralising data from various systems.
“We laid the technical basis to bring these things together,” says Thomas. “With just a few clicks, we can see all the data for a single person—whether they’re a season ticket holder, a member, or someone who bought a jersey.”
This unified view enables personalised campaigns that make fans feel valued. For instance, the club can identify season ticket holders who aren’t yet members and send tailored offers, like exclusive discounts on merchandise.
“Now the club can approach fans with messages like, ‘As a season ticket holder, you get 10%. Our jersey is currently on sale—buy it.’ And for members, we turn the message around: ‘You get 10% as a member. Our jersey is currently on offer.’”
The Role of Expertise in Data-Driven Success
While VfL Bochum 1848 had some tools to manage data, the manual effort required to integrate systems would have been immense.
“Without Data Talks, we would’ve had to export data from every single system, combine it manually in Excel, and then re-import it for use,” Thomas explains.
The support from Data Talks has been instrumental not just in simplifying processes but also in providing strategic guidance.
“Their team didn’t just help us set up the system—they also suggested campaign ideas, follow-ups, and ways to segment audiences more effectively,” he adds.
Looking Ahead: Data as a Game-Changer in Bundesliga
VfL Bochum 1848’s success story highlights a growing trend in the Bundesliga: the use of data to elevate fan engagement. Even in a league celebrated for its packed stadiums and devoted supporters, understanding fans on a deeper level is key to long-term growth. However, with limited resources in manpower and know-how, clubs need solutions that are tailored to the sports industry—integrating familiar systems while remaining easy to use. By investing in efficient, data-driven solutions, VfL Bochum 1848 has set a strong example of how clubs can combine tradition with innovation to create meaningful connections with their fans.
With their centralised system in place, VfL Bochum 1848 is not just filling their stadium—they’re ensuring that every fan feels like a valued part of the club’s journey.
