Luton Town enriches fan experience with Sportego partnership

Luton Town FC and Sportego have agreed a fresh partnership which will see the data-driven sports analytics agency, help the Hatters forge better relationships with fans, improve fan engagement and increase sponsorship revenue.

Sportego has proven its ability to deliver impressive results for its clients by uncovering actionable insights by breaking down sales and membership data. The group’s client, Derbyshire County Cricket Club, was nominated for the “Best Use of Analytics, Data or Research” Award at the upcoming BT Sports Awards with Sportego’s help. Luton Town will look to unlock insights from Sportego’s data as the club continues to improve the fan experience and club communication.

Colm Ó Méalóid, CEO of Sportego commented: “Luton Town are a team on the rise and on the verge of promotion into League One. They have also shown massive ambition off the field and they consistently see a high level of engagement amongst their fans. This is clear from their impressive attendance numbers and engagement on social media. We will look to increase these levels of fan engagement even further by ensuring the needs and desires of Luton Town fans are catered for.”

Speaking about the new partnership, Ed Smith, Marketing and Communications Manager at Luton Town FC added: “We see data as a key element of our fan engagement strategy. It is important for us to get to know our fans better, to understand their behaviours and make sure our communication is relevant to each fan. Sportego will help us use data as the bases of tailored communication with our fans, thereby improving the fan experience and the effectiveness and return on investment of the club’s marketing activities.”

Luton are currently second in League Two and are on the brink of confirming automatic promotion to League One, sitting seven points clear of fourth place Exeter City.

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