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Ado Den Haag
The Football Club
ADO Den Haag is a professional football club based in The Hague, Netherlands. Founded in 1905, the club competes in the Eerste Divisie, the second tier of Dutch football. Known for its passionate fan base and vibrant yellow and green colours, ADO Den Haag has a storied history with several top-flight seasons and notable achievements. Introduced to Abilitya by their technical sponsor Errea, the club underwent a significant digital transformation in the latter half of the 2023-2024 season. This included the launch of a new official app and the exploration of innovative fan engagement tools.
The quest of better fan engagement
The club recognized the necessity of creating a fan engagement platform within its digital properties, aiming to provide interactive features that build a sense of community among fans. They selected Abilitya as their partner to deliver a fresh and dynamic digital experience, leveraging various physical touchpoints as the starting point for marketing campaigns.
The Fanzone
Abilitya collaborated closely with ADO Den Haag to integrate a web-based "fanzone" within the club's existing native app. While the native app served as a hub for ticketing, scheduling, and club information, the fanzone became the epicenter of fan engagement, featuring social media-like content, live streaming, and special promotions for registered users.
The fanzone was integrated with the club’s Single Sign-On system provided by Star Alliance, ensuring seamless navigation across the club’s digital platforms and enabling centralized first party data collection.
Launched at the end of the 2023-2024 season, the fanzone marked a significant enhancement in fan interaction. Abilitya continues to support the club in planning fan and sponsor engagement strategies for the upcoming season.
The club’s phygital
activities
Almost
900
interactions with the celebrative jersey
MORE THAN
4,300
official jerseys equipped with NFC chips for
the 2024-2025 season
NFC chips based special activities
ADO Den Haag presented an exclusive and artistic T-shirt supplied by Errea in honor of the 125th birthday of graphic artist M.C. Escher in October 2023. The result was a unique and striking design that connects football, art, and pride for the club’s city, The Hague. The T-shirts were equipped with NFC chips and linked to a celebrative video realized in collaboration with the Heit Paleis Museum using Abilitya’s platform. They sold out within days, prompting the club to integrate NFC chips into next season's official jersey for delivering exclusive content and promotions to the fanbase.
In summary, Abilitya's partnership with ADO Den Haag seeks to transform fan engagement and boost revenue through cutting-edge digital solutions. Through technology and strategic alliances, Abilitya and ADO Den Haag aim to craft an engaging, interactive fan experience that fosters loyalty and opens up fresh revenue opportunities for the club.