smartFOCUS, the international multi-channel marketing software company, has been selected to provide Chelsea Football Club with its Intelligent Marketing Software and services.

Chelsea FC will benefit from smartFOCUS building a single customer view, consolidating all data sources to gain a consistent view of its supporters. It will also integrate the smartFOCUS software needed to conduct highly targeted and personalised marketing campaigns and track and analyse response to increase marketing ROI.

Chelsea FC, one of the most high profile and successful football teams in the world, will use smartFOCUS’s technology to develop a better understanding of its supporters and to effectively communicate with them with relevant, timely marketing communications.  The club will be able to quickly and easily access data to create customer insight and gain a deeper understanding of supporter, market and product relationships to plan and deploy high performance marketing campaigns.

The solution will be built by smartFOCUS, hosted on Chelsea FC infrastructure but managed by the smartFOCUS Managed Services team.

Natalie Waddell, head of CRM at Chelsea Football Club, said: “As our business continues to grow globally it’s important that we maintain close relationships with our fans. With the right tools we will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services to ensure we continue to enjoy long term, profitable relationships with our fans.”

Chris Underhill, ceo, smartFOCUS, said: “Today’s most successful football clubs are also major international brands, and what happens off the field is becoming increasingly important alongside  the success on the field.  By better understanding its supporters and tailoring communications accordingly, Chelsea FC will be able to have a much more intimate relationship with its fan base. It will be able to build on this knowledge to provide new products and services, and to successfully market them. We’re excited to be able to help one of football’s most respected and recognised clubs to keep in touch with its millions of supporters worldwide.”