Timrå IK, an ice hockey club from the small town of Timrå, playing in Sweden’s top division (SHL), is redefining fan engagement and revenue growth with the help of Data Talks. Since collaborating with Data Talks at the start of the pre-season, Timrå IK has swiftly begun leveraging data-driven strategies to strengthen their connection with fans and drive sustainable growth.
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A Club Rooted in Tradition, Growing with Innovation
Located in the Swedish region of Västernorrland, Timrå IK has always had a strong bond with its fan base. The club’s home, SCA Arena, seats 5,800 passionate supporters—nearly a third of the town’s population. While the team has achieved tremendous success on the ice, Timrå IK sought to deepen their understanding of their fan base, engage supporters more effectively, and drive further growth.
By partnering with Data Talks at the beginning of the pre-season this year, Timrå IK quickly began harnessing the power of advanced data analytics to elevate fan engagement. In a short time, our Customer Data Platform (CDP) has provided Timrå IK with valuable insights into their supporters, helping attract new fans, drive ticket sales, and enhance the overall fan experience.
The Ambassador Campaign: Making Fans the Heroes
One of the first major initiatives Timrå IK launched with Data Talks was their innovative “Ambassador Campaign.” Facing the challenge of running campaigns without diminishing the value of season tickets, the club empowered their season ticket holders with unique links to share with friends and family, offering a 50% discount for the first home game of the season. Fans who successfully used their links became “Ambassadors,” earning rewards like a limited-edition T-shirt.
The results were remarkable: ambassadors helped sell an additional 256 tickets for the season opener in just a couple of days, increasing attendance by at least 6%. The campaign not only sold additional tickets but also transformed season ticket holders into key advocates, reinforcing their connection to the club and expanding Timrå IK’s supporter base. This success demonstrates how data-driven marketing strategies can be highly effective.
Adam Sälg, Head of Communications at Timrå IK, reflects on the campaign’s success:
“With Data Talks, we get closer to our supporters, and it helps us improve as a club. Our fans are the foundation of everything we do, and by involving them as Ambassadors, we’re ensuring that our arena stays full for generations to come. I’m excited to look back on this campaign in a few years and see the lasting impact it has made.”
Timrå IK and Data Talks: A Collaboration for Growth
Timrå IK’s journey with Data Talks is just beginning. Our platform equips Timrå IK with valuable insights that drive targeted marketing efforts and enhance the fan experience.
As Timrå IK continues strengthening their relationships with fans, Data Talks is proud to support them with tools and insights that turn data into actionable strategies. This collaboration underscores how our platform helps clubs of all sizes achieve their strategic goals, from increasing match attendance to boosting merchandise sales.
Stefan Laven, the founder of Data Talks, highlights the collaboration:
“We are incredibly proud to work with a club like Timrå IK and to help them get to know their supporters even better. This partnership showcases how our platform can make a real difference for clubs in their engagement efforts and long-term growth.”
This collaboration underscores how Data Talks helps clubs of all sizes achieve their strategic goals, from increasing match attendance to boosting merchandise sales. Through our ongoing partnership, Timrå IK is not only enhancing fan engagement but also setting the stage for long-term success, both on the ice and in the stands.
Photo: timraik.se
