Bristol City F.C & Bristol Bears

For every £1 spent, we returned the club £7.50. Discover how DNRG assisted Bristol Bears and Bristol City F.C. in breaking attendance records and setting new standards for success.
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Bristol Bears Av. Attendance
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Bristol City Av. Attendance

The Challenge

DNRG was tasked with helping the two sports clubs meet ambitious goals, targeting record-breaking attendance and revenue growth. While sports clubs do benefit from loyal fan bases, they face challenges such as budget constraints, staff limitations and increased competition from televised games. Nonetheless, these were our primary objectives:

  1. Breaking attendance records
  2. Achieving season ticket targets
  3. Boosting merchandise and shirt sales
  4. Increasing hospitality ticket sales
  5. Maximising ROAS (Return on Ad Spend)
  6. Winning new, long-term audiences

To achieve these goals, we needed to segment the audience, understand the specific motivators for each fan group, and drive engagement through carefully crafted targeted campaigns.

Our Strategy

01. Audience Segementation

DNRG developed 531 ad sets targeting distinct audience types, recognising the unique motivations of fan segments. From die-hard supporters and families to corporate groups and socialisers. By aligning messages with fan values and buying motives, we created a customised fan experience that appealed to each segment’s interests and needs.

02. Campaign Execution

We launched 85 campaigns and delivered 531 creatives across multiple channels, including META, LinkedIn, and Google, to engage diverse fan demographics. Our approach was highly tailored to several different audiences. For instance, family-friendly weekend games featured warm visuals and inclusive messaging, while Friday night games were promoted as vibrant social events, appealing to younger audiences and groups.

03. First-Party Data & New Audience Acquisition

As a data-driven digital marketing agency, we leveraged first-party data for accurate segmentation while using digital channels to attract new audiences. We achieved this by promoting the excitement and community aspect of being a part of Bristol Sport.

The Results

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Increase in Group Ticket

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Increase in Attendance Under-12s

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Increase in Attendance Under-19s

Charlie Lincoln.
Group Head of Marketing and Ticketing.
Bristol City F.C & Bristol Bears

DNRG have provided some excellent digital marketing expertise for us over the past few months, supporting our key Bristol City and Bristol Bears campaigns. Rob in particular has shared some fascinating insight, with regular reporting to keep us all informed and ensured our spend is used efficiently, whilst driving superb results in a very short space of time.

Justine Kebby.
Group Head of Commercial.
Bristol City F.C & Bristol Bears

We have recently worked with DNRG on 2 hospitality campaign to help drive awareness, build new connecting and increase bookings. Joe and the team have been really easy to work with and were really helpful during our initial meetings to discuss building our linked in target audiences and generating new connections. We have received regular update meetings to follow the progress of the campaigns and in turn have seen significant growth across our December ‘Festive Fixtures’

Sarah Farrar.
Chief Commercial Officer.
Bristol City F.C & Bristol Bears

It has been great to use digital marketing experts as an extension of our core marketing function which has helped us implement hyper-segementation and highly targeting campaigns to drive out return on ad spend. The positive results through our Bristol Bears and Bristol City campaigns have led to additional opportunities for DNRG across the wider group.