Goodform helps drive fan engagement for the British & Irish Lions

Years of planning and preparation, both on and off the field, came to fruition as the British & Irish Lions became the first international side to avoid defeat to the All Blacks in a series in New Zealand since 1994, For Goodform, the journey started back in 2013 shortly after the Lions victory in the third Test against Australia.


As official CRM partner, Goodform have been working with the Lions to deliver engaging content to their passionate fan base, and over the last four years have helped the Lions to achieve significant growth in their fan database.


Planning for the Tour started back in 2015 and Goodform have been delivering key campaigns throughout to ensure that the fan base remained engaged. Since the Tour left for New Zealand at the end of May campaigns have delivered an average of 50% open rates, and 12% clickthrough rate (compared to 25% and 3% respectively for the sports industry).


These impressive stats are a result of strong content and the tailored nature of the emails sent to the Lions audience. There is constant tailoring and improvement with Goodform’s analytics platform generating insights which strengthen each subsequent communication.


Shane Whelan, Digital Communications Manager for the Lions commented: “Goodform have been a fantastic partner for us for the past four years, and have really helped us to understand, engage, and grow our audience.


“The analysis they provide has helped to shape our content strategy and ensure that we send the right content to the right fans at the right time.


“As a team, Goodform have always been flexible and supportive of our needs, which has been particularly important during the Tour itself when we have to deal with the significant difference in time zones.”


Paul Cartwright, Goodform CRM & Insight Manager and account manager for the Lions added “Working on such a unique sporting event as a Lions Tour has been a great privilege and something the whole Goodform team has enjoyed. The results show that the Lions fan base is highly engaged and we continue to work hard to ensure that this remains the case for the remainder of the tour and beyond.”

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