CASE STUDY — FOOTBALL CLUB
One data foundation, three questions answered.
One of Europe's biggest football clubs used NEXUS to answer three questions: who's about to leave, who can still be won back, and which players are worth more than the market thinks.
Retention
53%
of members who'll cancel next season were flagged early — before they'd decided to leave
Marketing
2×
as many members won back, from the exact same size campaign
Who’s leaving, who can be saved, who’s worth signing
By the time a fan decides to cancel, it’s usually too late to change their mind — so the club needed to know who was at risk months in advance. Marketing needed to know which of those fans an offer could actually win back, so campaigns don’t get wasted on people who were never going to respond either way. And recruitment needed a way to spot players worth more, or less, than their price tag — without paying for the expensive tracking data most clubs can’t access.
A model that already understands the sport
Most sports models are built from scratch for a single task, learning only what one dataset can teach them. NEXUS is built differently: it already understands the shape of the sport itself, so it needs far less club-specific data to reach a confident answer. Applied privately to this club’s own membership, campaign and match data, that head start turned three hard questions into fast answers — without months of custom model-building.
Who's leaving
Learned from the club's own ticketing, attendance and payment history
Who can be won back
Learned from how members responded to past campaigns and offers
Who's worth signing
Learned from ordinary match stats every league already records
03 — THE RESULT
Three questions, three clear answers
Who won't renew
53%
of members who'll cancel next season show up in the smallest, highest-risk slice of the list — while they can still be reached.
Who can be won back
2×
as many members responded to the exact same size campaign, by targeting people an offer could actually change the mind of.
Who's worth signing
~0.7
correlation with the club's most expensive tracking data — using only the basic stats every league already publishes.
04 — THE IMPACT
One system, used across the whole club.
Retention, marketing and recruitment are usually run as separate problems with separate tools. NEXUS answered all three from the club’s own data — no bespoke build for each department, no reliance on data most clubs will never have access to. The result is a single system that gets sharper with every season it runs.
