events ceased, maintaining fan engagement was critical. To sustain fan interest, clubs needed innovative digital strategies. Breaking away from data silos and gaining a unified fan understanding across departments is crucial to engagement success. The challenges faced by clubs like Barcelona underscore the importance of data in targeting and expanding fan reach effectively. The shift away from traditional cookies heightens the necessity for clubs to obtain data directly from fans. Offering valuable experiences in exchange for personal details is key. Instead of typical incentives, clubs can use exclusive content and commun