How Sports Clubs Use First-Party and Zero-Party Data After the End of Cookies

The gradual removal of third-party cookies has forced sports organisations to rethink how they understand and communicate with their audiences. For football clubs, basketball franchises, and multi-sport organisations, fan relationships are no longer mediated by external tracking tools. Instead, data strategies now rely on direct, transparent, and consent-based interactions that place trust and relevance at the centre of marketing operations.

First-party and zero-party data in the sports industry

First-party data in sport refers to information collected directly through owned digital channels such as official club sites, mobile apps, ticketing systems, and CRM tools. This includes purchase history, match attendance, app behaviour, and email engagement. Because the data originates from direct interactions, it remains reliable and compliant with modern privacy standards.

Zero-party data goes a step further by being intentionally and proactively shared by fans. Examples include declared preferences, favourite players, communication choices, or responses to surveys. In sports marketing, this data is particularly valuable because it reflects intent rather than inferred behaviour.

The key distinction lies in control and context. First-party data observes what fans do, while zero-party data explains why they do it. Clubs that combine both gain a clearer picture of supporter motivation without relying on external identifiers.

Why this distinction matters for clubs in 2025

As browsers and operating systems restrict cross-site tracking, marketing teams can no longer depend on behavioural profiles built elsewhere. This shift has elevated the strategic importance of data collected within club-controlled environments.

Zero-party data also reduces the risk of misinterpretation. When a supporter explicitly states their interest in away matches or youth teams, communication becomes more accurate and less intrusive.

In practice, clubs that invest in structured data collection see higher engagement rates and lower unsubscribe levels, because messages align more closely with fan expectations.

Practical data collection through fan touchpoints

Mobile fan applications have become one of the most effective data sources. Beyond live scores and news, apps now integrate polls, match predictions, digital tickets, and exclusive content. Each interaction generates first-party data while encouraging voluntary input.

Ticketing systems provide another rich layer of insight. Purchase frequency, seat selection, attendance patterns, and resale behaviour help clubs understand lifecycle stages, from occasional visitors to season-ticket holders.

Loyalty programmes unify these signals by rewarding engagement across channels. Points for attendance, merchandise purchases, or content interaction incentivise fans to stay logged in and identifiable.

Examples of consent-based data exchange

Many European clubs now allow fans to customise notifications, choosing specific competitions or players. This simple preference setting represents zero-party data that directly improves relevance.

Matchday surveys embedded in apps or follow-up emails collect structured feedback on stadium experience, pricing, and services. When clearly explained, response rates remain consistently high.

Importantly, clubs that clearly explain how data improves the fan experience see greater willingness to share information over time.

Personalisation without third-party cookies

Without third-party cookies, personalisation depends on authenticated sessions rather than anonymous tracking. Logged-in environments allow clubs to tailor content, offers, and messaging based on real interactions.

Email marketing remains effective when driven by first-party segmentation. Campaigns based on attendance history or declared interests outperform generic newsletters in both open and click-through rates.

On-site personalisation also benefits, with dynamic content blocks adapting to supporter profiles without exporting data externally.

Risks, trust, and regulatory boundaries

The main risk in post-cookie marketing is erosion of fan trust. Over-collection or unclear data usage quickly leads to disengagement, especially under strict GDPR enforcement.

Clubs must ensure data minimisation, clear consent records, and easy opt-out mechanisms. Legal compliance alone is not enough; perceived fairness matters just as much.

Organisations that treat data as part of the fan relationship, rather than a technical asset, are better positioned to build long-term value and sustainable engagement.