This book is a must-read, not only for sports governing bodies and clubs, but for anyone operating in the sponsorship and sports industries. Not only does Fiona Green demystify CRM, she sets out so clearly how it can and must become the central platform to any sports business. ‘Winning with Data’ is one of those books that I will remember reading and thinking “that explained CRM and showed me, not only the importance of using it to equip and improve a business, but how to do so.”

Karen Earl, Karen Earl Sponsorship and Synergy (1984 – 2012) Chairman European Sponsorship Association (2007 – 2017)

Data driven marketing

Changes In Customer Behaviour

Have you ever been in a conversation, right in the middle of a sentence, when the person you’re talking to looks at their phone, scrolling to see their latest notifications and messages? And what about those smartwatch users who think they’re being discreet, just looking at the time, but their lingering glance lets you know they’re reading an email.

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