How Scottish Rugby Ltd unified fan data across three teams

Why this becomes a commercial problem

A supporter can buy tickets for a group, receive a transferred ticket, shop for a gift and follow both a club and the national team. A purchase is useful evidence, but it does not explain every relationship.

When the records remain separate, audience selection becomes harder. The team has to work out who the fan is, which brand relationship matters and what permission applies before deciding what to send.

For Scottish Rugby Ltd, the work crossed three teams: the national side, Edinburgh Rugby and Glasgow Warriors. A supporter could appear in more than one team’s records. Fuse’s job was to recognise that person as one fan, alongside resolving their records across the different source systems.

What Fuse built

Fuse built the Single Fan View in Scottish Rugby Ltd’s Microsoft Fabric environment. Records from KORE, Tixserve, Ticketmaster and Macron are matched to a shared fan ID across all three teams. That keeps the supporter’s identity consistent across their national and club relationships.

The pipeline cleanses the data, resolves identities and applies age and consent suppression rules. Three feeds connect fan attributes, the retail catalogue and events to Braze. The shared identity stays in Fabric; Braze receives the data for engagement.

The result: 1.32 million unique fan profiles

The production build resolved 3.85 million source identities into 1.32 million unique fan profiles. Four source systems were connected, with three Braze feeds checked against the serving data.

That is a measurable delivery outcome: a connected fan identity and a data path into Braze. It gives the CRM team a foundation for more relevant audiences and journeys.

What the connected data makes possible

The useful question for a sports organisation is what it can do with the identity once it is connected. Can the CRM team build audiences across club and national-team relationships? Can it use purchase and attendance signals? Can it apply the right permissions before activating a journey?

Those are the next steps the Single Fan View supports. The example below shows how a fan signal can become an eligible action in Braze.

Already using KORE or Two Circles?

Start with the requirements your current environment meets and the gaps that remain. Where is the shared fan identity held? Can your team inspect the matching rules? Which source systems are connected? How does the data reach your engagement platform?

For some teams, the requirement is an integration. For others, it is moving the shared identity into a platform they own or connecting an existing fan view to Braze. The delivery plan should follow those requirements.

Scottish Rugby Ltd shows what Fuse can take responsibility for: source integration, identity resolution, data controls and the connection to Braze. It combines data engineering with the engagement expertise needed to make the data useful.

Define the first usable outcome

Speed matters when a season, tournament or renewal window is approaching. A useful delivery plan identifies the first outcome, the evidence that proves it works and the dependencies that could delay it.

For a Single Fan View project, the milestones should be concrete:

Agree dates against those milestones once source access and data quality are understood. Measure time to the first validated fan view, time to the first usable Braze feed and time to the first approved journey. Each is a distinct step towards value.