The Company FC Bayern Basketball is a leading force in European basketball, consistently competing at the highest level and attracting a passionate and loyal community of fans.
For FC Bayern Basketball, fan engagement is not limited to the arena. The club aims to create meaningful and personalised experiences across every touchpoint, from ticketing and digital platforms to real-time communication and data-driven fan journeys.
To bring this vision to life, FC Bayern Basketball partnered with Zeotap to implement a modern Customer Data Platform (CDP). The goal: unify fan data, activate first-party insights, and create more relevant and impactful fan interactions.
From the start, the focus was clear: move quickly from strategy to execution and deliver measurable business outcomes early on.
The Challenge Like many sports organisations, FC Bayern Basketball faced a common but critical challenge: converting digital fan interest into real attendance.
Thousands of fans visited the online ticket shop, explored games, and showed strong intent, but a significant number abandoned the process before completing their transaction. This resulted in missed revenue opportunities and limited visibility into why fans disengaged.
To turn this intent into attendance, the club needed to move beyond fragmented, manual processes and build a modern engagement model. The challenge was not just to “fix” the ticket shop, but to:
- Automate Re-engagement: Shift from broad, manual remarketing to personalised, automated triggers that reach fans the moment they drop off
- Activate First-Party Data: Use real-time fan insights to ensure every communication is relevant to the individual journey
- Optimise through Experimentation: Establish a framework to test and refine communication strategies through data-driven testing
- Build for Scale: Create a foundation to extend personalised fan journeys across all digital touchpoints
The ambition was clear: transform fan interest into connected, personalised fan experiences that drive stadium attendance.
The Solution FC Bayern Basketball implemented automated remarketing journeys powered by the Zeotap Customer Data Platform.
The core of the solution focused on real-time recovery: re-engaging fans who abandoned the online ticket shop. By leveraging real-time behavioural data, Zeotap detects when a fan leaves the purchasing journey and automatically triggers a personalised follow-up email to bring them back.
To ensure scalability, the solution centred on:
- Automated Engagement Workflows: Replacing manual efforts with real-time behaviour-based triggers
- Hyper-Personalisation: Tailoring messaging to each fan to create a more relevant experience
- Continuous Optimisation: Using A/B testing and data-driven experimentation to improve performance and engagement
- Future-Ready Foundation: Building a framework ready to expand into additional channels such as the FC Bayern Basketball app
This agile approach enabled FC Bayern Basketball to move quickly from concept to activation, going live in weeks and generating value early in the project.
“Our ambition is to bring FC Bayern Basketball closer to every fan, wherever they are. With Zeotap, we have taken an important step in turning fan data into real engagement and measurable value. Even in this early phase, we are already seeing how personalised and automated communication can drive stronger connections and increase ticket sales.”
Lukas Horn, Head of Digital, FCBB
The results Since launching the automated remarketing journey in December 2025, FC Bayern Basketball has already achieved strong early outcomes:
- 12,000+ fans re-engaged through automated communication
- >60% open rate on personalised emails
- >15% click-through rate
- Clear improvement in fan engagement and response
Beyond the numbers
The project also helped the club to:
- Build confidence in a data-driven approach
- Create a foundation for scalable fan engagement
- Better understand fan behaviour and intent
- Enable faster testing and optimisation of new initiatives
The results demonstrate how even focused, targeted use cases can quickly generate tangible business impact.
Looking Ahead Building on the success of this first initiative, FC Bayern Basketball plans to extend automated and personalised engagement across additional platforms, including the FCBB app and other digital fan touchpoints.
The collaboration with Zeotap aims to further strengthen fan relationships, increase marketing efficiency, and unlock new data-driven opportunities in the future.
“Our ambition is to bring FC Bayern Basketball closer to every fan, wherever they are. With Zeotap, we have taken an important step in turning fan data into real engagement and measurable value. Even in this early phase, we are already seeing how personalised and automated communication can drive stronger connections and increase ticket sales.”
