Case — Sport & Sponsoring
S.B.V. Excelsior
Tough lads, sturdy fellows.
About S.B.V. Excelsior
S.B.V. Excelsior is the Rotterdam football club, founded in 1902. The club is known for being warm and down-to-earth, with a business market of sponsors and relations who want to enjoy football in a friendly atmosphere.
www.sbvexcelsior.nl- Service
- Managed Outreach
- Market
- Regio Rotterdam
- Focus
- DMU + Email Outreach + MQL
The challenge
A football club's commercial department is small and busy all season with existing sponsors, matchdays and events. New business relations therefore mostly came from the existing network. There was a need for a structural inflow of regional entrepreneurs with demonstrable interest in the business club and sponsorship.
Our approach
We sharply defined the business target market around Rotterdam and identified the owner or commercial decision-maker per company — the only role that decides on sponsorship.
- Selection by region, company size and type of entrepreneurship instead of broad industry lists.
- Messaging built around club experience and business networking, not around a sponsorship package.
- Every interested entrepreneur was passed directly to the club's commercial department.
- 1Target market
- 2DMU selection
- 3Data enrichment
- 4Messaging strategy
- 5Email outreach
- 6Response analysis
- 7MQL qualification
- 8Direct handover
The campaign in two numbers.
Average open rate
The campaigns consistently reached the right inbox and target audience.
MQL rate
A relevant share of the target audience developed demonstrable commercial interest.
The MQL rate is calculated over the same denominator in all cases: the number of DMU contacts approached within the campaign.
But percentages aren't why you hire Vikingleads.
The goal is not to send as many emails as possible. The goal is to get your sales team into conversations with companies that have genuine interest.
Time
No more searching
The club no longer has to comb through regional companies itself; that selection is handled by Vikingleads.
Focus
Only warm conversations
The conversation starts with entrepreneurs who already indicated interest in the business club.
Continuity
Even during the season
Outbound keeps running at moments when the organisation is fully focused on matches and events.
Before Vikingleads
- Manually searching for prospects
- Inconsistent outreach
- Limited DMU insight
- Cold sales conversations
- Sales time goes into searching
With Vikingleads
- Target market sharply defined
- Right DMU identified
- Continuous outreach
- Interest detected
- MQL delivered directly
- Sales focuses on conversations
The added value
Time
No more searching
The club no longer has to comb through regional companies itself; that selection is handled by Vikingleads.
Focus
Only warm conversations
The conversation starts with entrepreneurs who already indicated interest in the business club.
Continuity
Even during the season
Outbound keeps running at moments when the organisation is fully focused on matches and events.
Why S.B.V. Excelsior chooses Vikingleads
They understand the regional market
The targeting matches the type of entrepreneur that truly fits the club.
Only relevant interest
The club speaks with entrepreneurs who indicated themselves that they want to know more.
It keeps running
Even in the busiest periods of the season, new commercial interest keeps coming in.
How the collaboration grew
- 01
It started with the business market in the immediate region.
- 02
The first campaigns generated structural interest from local entrepreneurs.
- 03
Targeting was sharpened towards the company profiles that fit best.
- 04
Outbound became a fixed part of the club's commercial approach.
From cold market to warm interest.
Vikingleads handles the targeting, DMU data, outreach and initial interest. As a result, Excelsior's commercial department no longer starts from scratch and can focus on entrepreneurs who already have a reason to start the conversation.
Avg. open rate
MQL rate
Want campaign results like S.B.V. Excelsior?
S.B.V. Excelsior achieved 79,45%% average opens and 10,18%% MQLs through a tailor-made outbound campaign. Discover what Vikingleads can do for your sport & sponsoring-market.
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