How Tigres turned 750K scattered fan records into the most complete fan engagement system in Mexican soccer
Sports & Entertainment · Liga MX · Powered by Raidar
The Challenge
Tigres UANL is one of Mexico's biggest soccer clubs — 40,000-seat stadium, sells out in a day, season pass waiting list. But they had a blind spot: 750,000 fan records split across five different systems (ticketing, POS, e-commerce, CRM, and digital engagement) with no way to connect them.
That meant they couldn't tell their most loyal fan apart from someone who signed up once and never came back. They knew who filled the stadium — but not who each fan was, what they bought, or how to reach them personally.
“We could sell out a 40,000-seat stadium in one day, but we couldn't tell you who was sitting in each seat or what they'd bought from us before. Now we can — and we can reach each one of them individually.”
— Carlos Valenzuela, VP Comercial, Tigres UANL
750K
Fan Records Unified
20M+
Data Points / Week
40K
Stadium Capacity (sells out in 1 day)
130K
Unique Fans per Season
The System in Action
Personalized Omnichannel Communication
Every fan gets messages that match their behavior — not generic blasts. A fan who buys merch online gets different communication than one who only attends matches. Automated journeys run across email, WhatsApp, SMS, and push, triggered by real actions: a purchase, a stadium check-in, a loyalty milestone. The right message, to the right fan, on the right channel.
Seat Subletting & Secondary Market
15,000 season pass holders, but 130,000 unique fans attend per season — because passes get shared, resold, and lent. Raidar tracks both: the pass holder who can't make a match gets an automated offer to sublet and earn loyalty points. The fan who fills that seat enters their own engagement journey. Two audiences, two separate paths, one system.
Loyalty Program
Every interaction with the club earns points — attending matches, buying merch, subletting a pass, even completing a trivia. Points unlock real rewards: official gear, exclusive presales, priority stadium access, and VIP experiences like traveling with the team. One identity, one program, connected to everything.
“Most loyalty programs are just an app nobody opens. We built this one directly into where fans already buy, attend, and interact — so it doesn't feel like a program, it feels like how the club works.”
— Ramiro Gonzalez, Head of Strategy, Raidar
What Raidar Delivered
- Unified 750K fan records from 5 platforms into a single Fan 360 profile — every fan finally identifiable across ticketing, merch, digital, and stadium
- Personalized omnichannel communication: automated journeys via email, WhatsApp, SMS, and push — triggered by each fan's real behavior, not manual campaigns
- Automated seat subletting: pass holders earn points by sharing unused matches, secondary fans enter their own engagement journey
- Full loyalty program: points for every interaction (attendance, merch, trivia), redeemable for gear, presales, and VIP experiences
- Shopify-powered fan store with loyalty integration — buy, redeem, and transact in one place
- Automated journeys across email, push, and SMS via Customer.io — triggered by real fan behavior, not manual campaigns
Modules Used
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