About
Football Association of Wales (FAW) is the governing body of football in Wales, dedicated to developing and promoting the sport at all levels. With roots dating back to 1876, FAW is one of the world’s oldest football associations overseeing the men’s, women’s and youth national teams, as well as domestic leagues and grassroots initiatives. Committed to innovation and growth, FAW continues to elevate Welsh football while preserving its rich heritage, strengthening its presence on both national and international stages.
Challenge
Despite the increasing popularity of women’s football, it has historically faced lower investment and visibility compared to the men’s game. FAW sought to boost match day attendance for the women’s Euro 2025 qualifiers, ensuring long-term growth and sustainability. However, reaching the right audience and improving ticket sales efficiency proved to be a challenge. They needed a solution to target high-intent fans, reduce acquisition costs and drive record-breaking attendance numbers.
Solution
FULLVENUE leveraged its AI-driven data capabilities to identify high-intent fans and unlock new audience segments. By analyzing purchasing behavior and engagement trends, we have built lookalike audiences based on FAW’s best customers, allowing for hyper-targeted campaigns on Google and Meta. This approach not only maximized lead generation and improved ticket acquisition but also optimized marketing spend, ensuring resources were allocated efficiently to reduce acquisition costs and drive higher returns.
Results
Football Association of Wales and FULLVENUE’s collaboration delivered historic milestones for women’s football in Wales:
• 15,500+ match tickets sold, setting a new attendance record
• 32% decrease in Customer Acquisition Costs (CAC)
• Positive ROAS, achieving the first-ever profitability for women’s football
This milestone highlights the untapped potential of women’s football and proves that, with the right strategy, commercial success and long-term growth are within reach. Our collaboration continues to build on this success, shaping the future of the game.
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