Preview

Like many clubs, Villarreal CF's fan data was spread across multiple systems, making it difficult to build a complete picture of its supporters or deliver personalised experiences.

Working with Two Circles and the KORE Audience Intelligence Platform, the club brought these sources together into one connected ecosystem, integrating its database, email platform and single sign-on (SSO) to create a single view of every fan and a stronger foundation for future growth.

Inside the case study:

• How Villarreal CF built a single connected view of its fans.
• How first-party data enables more personalised fan engagement.
• How an integrated ecosystem supports smarter marketing, automation and commercial growth.

"Having one connected view of our fans has changed the way we think about engagement. Our supporters are at the heart of everything we do, and this project has given us the tools to truly know them wherever they interact with the club. What used to be fragments of information is now a single, living picture of our fanbase, and that's the foundation for everything we want to build next"
— Miguel Torro, Commercial and Digital Strategy Manager, Villarreal CF

The result
Since February 2024, Villarreal CF has grown its first-party database from zero to more than 157,000 unique fans. With a connected ecosystem in place, the club can better understand supporters, deliver more personalised experiences, and make smarter, data-led decisions that support long-term commercial growth.