SCOTTISH
RUGBY LTD.
SINGLE FAN
VIEW.
One fan identity across Scottish Rugby Ltd, Edinburgh Rugby and Glasgow Warriors, connecting records from ticketing, retail and CRM.
Developed in partnership by Scottish Rugby Ltd and Fuse.
Built in Microsoft Fabric. Connected to Braze.
Scottish Rugby Ltd / Case study
SINGLE FAN
VIEW.
The results
3.85M
Source identities
1.32M
Unique fans across three teams
4Data sources brought together
3Braze feeds with reconciled row counts
01 / The challenge
FAN DATA IN
SEPARATE
SYSTEMS.
Ticketing, CRM and retail systems each held part of the fan relationship. Without a shared identity, Scottish Rugby Ltd could not connect those records into a consistent view of each supporter.
The brief: recognise the same supporter across Scottish Rugby Ltd, Edinburgh Rugby and Glasgow Warriors. Fuse needed to merge fan records across the three teams as well as the four source systems, keep the data under Scottish Rugby Ltd’s ownership and connect it to Braze.
02 / What we built together
FOUR SOURCES.
ONE FAN
PROFILE.
Fuse built the Single Fan View in Scottish Rugby Ltd’s Microsoft Fabric environment, resolving duplicate fan records across the national side, Edinburgh Rugby and Glasgow Warriors. Records from KORE, Tixserve, Ticketmaster and Macron are matched to a shared fan ID and connected to Braze.
The pipeline cleanses the data, resolves identities and applies age and consent suppression rules. Three feeds send fan attributes, the retail catalogue and events to Braze.
Three teams / One shared fan identity
Recognise the same supporter across teams.
A fan can follow the national side and a club. Their identity needs to connect across those relationships, with team context and permissions kept distinct.
Connected records across all three teams, retaining each fan’s team relationships.
Fuse matched fan records across the three teams and four source systems into a shared identity in Microsoft Fabric, then connected the data to Braze.
Five systems.
Five versions of Ailsa.
CRM, ticketing, retail and engagement records need to connect to the same person.
Before / Separate fan records
Each system held part of the fan profile.
Five platforms, each with its own record of the fan.
Ailsa
CRM & preferences
Separate record
Ailsa
Digital tickets
Separate record
Ailsa
Ticket purchases
Separate recordAilsa
Retail purchases
Separate record
Ailsa
Engagement profile
Separate recordDifferent identifiers across CRM, ticketing, retail and engagement.
After / Single Fan View
Four sources. One fan identity.
A connected profile in Braze.
Identity resolution stays in Scottish Rugby Ltd’s own Fabric environment. Braze receives the data for engagement.
01 / Source data
CRM &preferences
Digitalticketing
Ticketpurchases
purchases
Standardise the data.
shared Scottish Rugby Ltd fan ID.
Serve attributes, catalogue and events.
Source records matched
to the same fan.
03 / Engagement
One connected
fan profile.
Three production data feeds
Purchase and attendance triggers.
03 / What changed
1.32 MILLION
UNIQUE FAN
PROFILES.
Unified fan profiles.
3.85 million source identities resolved into 1.32 million unique fan profiles. A shared identifier connects the fan view to Braze.
Three feeds into Braze.
Fan attributes, the retail catalogue and events feed Braze, with row counts checked against the source serving data.
Age and consent controls.
The pipeline applies age and consent suppression rules before synchronising data for activation.
04 / What this enables next
MORE RELEVANT
FAN JOURNEYS.
The Single Fan View gives Scottish Rugby Ltd the data to build journeys around each fan’s brand relationships, purchases and attendance.
- Build audiences across Scotland, Edinburgh and Glasgow.
- Trigger journeys from purchases and match attendance.
- Tailor communications to each fan’s interests and permissions.
Customer data / Identity / Braze
CONNECT YOUR
CUSTOMER DATA.
Fuse connects customer data to Braze so your team can build more relevant journeys.
Talk to Fuse ↗