The Seattle Seahawks have partnered with Amperity to enable more personalised fan engagement by unifying and enriching their fan data.
The collaboration marks a step for the Seahawks as they celebrate their 50th anniversary, seeking to build on their legacy by deepening their connection with their supporters, known as the “12s.” The club has used Amperity to bring together data from multiple systems, including ticketing, retail, and digital interactions, into a centralised view.
Data unification efforts
Previously, fan data was dispersed across various platforms, resulting in difficulties for the team to gain a holistic understanding of each supporter. This fragmentation limited the ability to deliver personalised experiences both on matchdays and throughout the rest of the year. By leveraging Amperity’s identity resolution technology, the Seahawks are now able to consolidate fan interactions and accurately identify unique supporters.
The use of Amperity’s system has resulted in the creation of comprehensive fan profiles. This has enabled the club to tailor communications, offers, and experiences for their fanbase.
“As we celebrate 50 years of Seahawks football, our goal is to honor our fans by knowing them better and delivering the experiences that matter most,” said Paimon Jaberi, Vice President of Business Strategy and Analytics at Seattle Seahawks. “Amperity gives us the insights and agility to make that happen, from personalised game-day offers to year-round engagement that keeps the 12s connected to the team they love.”
Operational results
Amperity reported a 61.5% deduplication rate across all fan records and a 35% deduplication rate across all emails following data unification initiatives. This has allowed the Seahawks to increase their marketing reach, as the improved data quality powers more relevant and targeted campaigns.
Additionally, the speed of accessing and segmenting fan insights has been enhanced. The time needed for segmentation has dropped from days to minutes, allowing the organisation to act swiftly on fan engagement strategies. The Amperity platform integrated with the Seahawks’ existing technology stack, including Snowflake and other systems, which has supported the rapid sharing and application of unified fan profiles.
Enhanced fan interaction
The moves have led to a deeper understanding of each fan, enabling the Seahawks to engage with their supporters both in the stadium and beyond. Fans can now receive tailored in-stadium activations and targeted offers designed to make their experiences at Lumen Field more personal.
Amperity’s Chief Executive Officer, Tony Owens, commented on the partnership, stating,
“You can’t deliver the experiences customers expect without a trusted customer data foundation. Unified data powers year-round engagement for any brand. For the Seahawks, Amperity provides a single, comprehensive fan view that personalises game-day experiences, builds loyalty, and keeps the 12s engaged in season and beyond.”
Future outlook
As the Seahawks reflect on their five-decade history, the club’s adoption of a unified data approach is aimed at sustaining fan engagement in the coming years. The organisation expects that by using consolidated data to inform its relationships and communications, fans will feel more connected regardless of where or when they interact with the team.
The collaboration between the Seahawks and Amperity demonstrates a trend among sports teams to utilise technology in pursuit of personalised experiences for supporters. The ability to unify and activate data is seen as key for clubs looking to foster continued loyalty and interaction from their fanbases.