48: Club Brugge, Thomas Rypens - Developing a Digital Strategy To Drive Commercial Growth

Written By David Goncalves

Club Brugge, one of the most successful clubs in Belgian football history, is continuously pushing the boundaries of innovation to strengthen its connection with fans. Leading this charge is Thomas Rypens, Direct-to-Consumer Director at the club, who oversees all consumer-facing aspects: merchandising, ticketing, food and beverage, memberships, e-sports, e-commerce, and more.

In this episode of LeCorner, we had the pleasure of hosting Thomas Rypens, Direct to Consumer Director at Club Brugge for an insightful discussion about his fascinating journey, from an internship at RSC Anderlecht to founding his own startup, and eventually taking on this newly created role at Club Brugge. Thomas shared how he leverages new technologies to collect and utilise data in innovative ways, driving additional revenue for the club. We also delved into the digital strategies he's implementing to create membership programs that foster loyalty among fans and keep them engaged.

In this episode, you’ll learn about:

  • Thomas’ journey from Anderlecht to his key role at Club Brugge

  • The importance of data lakes and data collection in boosting club revenue

  • Innovative digital strategies for creating membership programs and building fan loyalty

  • How innovation is integrated into all aspects of the customer experience at Club Brugge

We hope you enjoy this episode!  

Audio Links:

David Goncalves
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