Crystal Palace F.C.
A Winning Digital Formation
Overview
Turning fan passion into year-round growth
Football doesn’t stop at the final whistle – and neither does the commercial opportunity. JAA combines Paid Social and Paid Search to support Crystal Palace across retail, hospitality, women’s football and events, turning fan attention into commercial growth throughout the season.
The Real Problem
How do you turn passion into year-round growth?
The club has far more to offer than match tickets. The challenge was to drive demand across different products and experiences, reaching the right supporters at the right moments while making digital investment work harder.
The Trait
Start with the passion. Then broaden the opportunity
Crystal Palace has something most brands would love: a highly engaged community. Rather than treat fans as one audience, we use insight and performance data to connect different supporters with the products and experiences most relevant to them.
The Strategy
Follow the fan from attention to action
Paid Social builds awareness and consideration, while Paid Search captures intent when supporters are ready to act. Continuous testing and optimisation supports everything from merchandise and hospitality to women’s football and non-matchday events.
The Tactics
Get the digital formation right
We restructured PPC, testing responsive search ads, image extensions and automated bidding. On Meta, we shifted towards conversion, expanded audiences and continually optimised – creating an approach that has evolved with the club’s commercial ambitions
The Results
Turning fan engagement into commercial results
Joined-up Search and Social have helped turn year-round fan passion into measurable growth across the club’s wider commercial offer.
+28%
+52%
+70%
+78% / +86%
