A modern approach to building a sports community

In the world of modern sports, the score on the scoreboard has long ceased to be the sole measure of a club's success. Behind the scenes at the Stožice Arena, a complex process is unfolding—one where marketing, sales, advanced technology, and social responsibility intertwine. Our interlocutor, Samo Gaberšek, is a member of the marketing team at KK Cedevita Olimpija. Their mission is to ensure that a basketball game is not just 40 minutes of play, but a comprehensive and unforgettable entertainment event.

In recent years, the club has undergone a radical shift in its operational philosophy. Instead of passive match-watching, they have focused on the entire "fan journey," where Cedevita Olimpija is no longer just a club on a TV screen, but a vibrant community in which fans actively participate. By introducing advanced digital tools, such as a CRM system and the "6th Dragon" (6. Zmaj) mobile app, alongside a strong emphasis on giving back through CSR projects, the club is setting new standards in the region.

In recent years, the club has undergone a radical shift in its operational philosophy. Instead of passive match-watching, they have focused on the entire "fan journey," where Cedevita Olimpija is no longer just a club on a TV screen, but a vibrant community in which fans actively participate. By introducing advanced digital tools, such as a CRM system and the "6th Dragon" (6. Zmaj) mobile app, alongside a strong emphasis on giving back through CSR projects, the club is setting new standards in the region.

In this conversation, we explore how the club faces the challenge of "fair-weather fans," why digital transformation is essential for long-term survival, and the vision for a future where technology serves to connect the fan even more closely with their favorite team.

How has the process of building relationships with fans changed during your time with the club?

In recent years, we have implemented a fundamental shift in philosophy: for us, a basketball game is no longer just 40 minutes of sport on the hardwood, but a comprehensive entertainment event (event management). We realize that the score on the scoreboard, while important, must not be the only factor determining whether a fan decides to visit the arena. We have expanded our focus to the entire "fan journey."

We have introduced themed nights and expanded fan zones, where the action begins long before the opening tip-off. We have also branched out beyond the arena: we organize watch parties for away games, pub quizzes, organized trips to away matches, and other interactive events that strengthen the sense of belonging. Through this, Cedevita Olimpija is no longer just a club you watch on TV, but a community you actively participate in.

Parallel to this, we took a giant leap in digitalization. We no longer rely on guesswork, but on data. With our own app—which serves as an advanced loyalty program—a CRM system, and automated email and SMS communication, we have established a direct channel to every individual.

We also place special weight on CSR projects. As one of the most prominent sports collectives in the country, we are aware of our power and our duty to give back to the community. When we involve fans in these charitable projects, we aren't just building a relationship; we are building shared values that are stronger than any single victory.

Why is this relationship important for a sports club?

In Slovenia and the wider region, we face a specific challenge: the prevalence of so-called "result fans" (fair-weather fans). When the team is winning, the euphoria is high; when a crisis hits, the stands empty quickly. For the long-term stability of a club, such a model is unsustainable.

A strong and authentic relationship with fans is crucial because it transforms a fan from a passive observer into a loyal member of the community. Through all the mentioned peripheral activities, we build an emotional bond that is resilient to fluctuations in results. If a fan sees their identity, their friends, and shared projects within the club, they will come to Stožice even when the team isn't performing at its best. This provides us with stable revenue, a better atmosphere, and the long-term survival of the KK Cedevita Olimpija brand.

What is the biggest challenge for Cedevita Olimpija?

Currently, we are facing two complex, closely related challenges.

The first is, of course, financial sustainability and budget constraints. Although we have a vision for numerous innovative projects, we are always limited by resources. Every investment in content intended to further engage fans requires financial backing. A larger budget would allow us to produce even more impactful content, digital campaigns, and events on a European level.

The second, perhaps more specific challenge, is the lack of digital infrastructure. Our home court, Arena Stožice, is an architectural gem, but technologically it does not yet meet the needs of a modern "smart stadium" concept. We want to take a step forward in the real-time digital experience: the moment a fan scans their ticket, they should receive a personalized push notification with the day's offers, directions to their seat, or an invitation to a prize draw. Bridging the gap between the physical arena and the digital possibilities fans carry in their pockets remains our priority challenge.

Why is it important to know individual fans well (segmented communication)?

The era of mass communication, where you send the same message to everyone, is a thing of the past. Today, segmentation is key. A fan who has bought a season ticket for ten years requires different treatment than a student who comes to a game once a year, or a family with small children looking for safe entertainment.

By knowing our fans (via CRM data), we can personalize our communication. This means the fan receives content they are actually interested in, which drastically increases their engagement and satisfaction. At the same time, this is extremely important from a cost-efficiency perspective. Instead of wasting resources on broad, ineffective campaigns, we target the right people at the right time with the right offer. This ensures we don't spend money on the wrong groups and increases the likelihood of conversion—whether that’s a ticket purchase or a jersey sale.

What innovations have you introduced?

Recently, we have completely rebuilt the club’s digital backbone. We introduced an advanced CRM system combined with marketing automation tools. This allows us to process data about our customers and segment them meaningfully based on their habits.

Our newest addition is the "6th Dragon" (6. Zmaj) mobile app. This isn't just another news app; it is a comprehensive loyalty program. Through it, fans collect points, redeem exclusive benefits from partners,

and gain access to exclusive club content not available anywhere else. 

For us, it is an invaluable source of information about what our users want, while the app gives them a sense of exclusivity and a direct connection to the team.

In your opinion, what is the long-term future of digitalization in sports?

The Slovenian sports landscape is waking up slowly but steadily. There is a visible trend of larger clubs finally realizing the importance of CRM systems and marketing automation. I believe the future will be based on Artificial Intelligence (AI), which will be able to predict fan behavior and help us optimize everything—from ticket pricing to personalized video content.

The mobile device will become the central "remote control" for the entire sports experience—from buying a ticket and ordering food to your seat in the arena, to interacting with players through Augmented Reality (AR). If clubs do not adapt to these trends and fail to capture the user's attention on their phone, we will become irrelevant in the world of global entertainment. Digitalization is not just a trend; it is a necessity for maintaining competitiveness.