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Belgian Pro League turns to English clubs for CRM best-practice in international ticket system tender

Officials from Belgian football’s top division, the Pro League, have identified English Premier League clubs as the benchmark for a ground-breaking, league-wide ticketing solution for its own member clubs.

Information gathered from researching the activities of clubs such as Aston Villa and Everton has allowed the Pro League to set up an international tender process which will identify a partner – or partners – to supply a fully integrated ticket system at each of the league’s 16 clubs.

The project is being managed by Pro League General Manager Ludwig Sneyers who believes the English experience has set the standard for the Pro League’s own aspirations.

Sneyers said:

Of all the leagues and clubs across Europe, we admire what happens in England because it closely reflects what we want to achieve in Belgium. The activities at the clubs we’ve looked at are great examples of quality online experience, customer service and efficient membership management. It’s exactly those types of element we want to provide within our own solution for member clubs and it’s clear to us that the practices used in England most closely reflect our intentions here.

The Pro League tender calls for a ‘future proof, all-round ticketing system’ that will include supporting applications such as inter-club sales, multi-ticket, season ticket and package sales. Online and mobile functionality is also a specified requirement – in keeping with the trend in England.

The Pro League is being supported through the project by data management company Sports Alliance. The company, which provides CRM support for almost half of the English Premiership’s 20 clubs and all Pro League clubs, has offices in London, Brussels and the Netherlands and was recently appointed to assist in the management of the Pro-League’s entire central ticketing operation.

The league is currently delivering a preliminary call to candidates with tender information scheduled to be delivered later this month. A full process involving presentations and club trials will culminate in an award decision in January 2015.

For more information on the project and its tender process, please contact:

Sofie Galle 

sofie.galle@proleague.be