Unifying fan data across 50+ sports organisations

Twistag built the customer data platform behind Datatalks, which unifies more than 6 million fan profiles across 50-plus sports organisations, over a six-year continuous engineering partnership. A single fan existed as separate records in ticketing, e-commerce, CRM, POS and social systems, so marketing teams made decisions on incomplete profiles and revenue teams missed cross-sell opportunities nobody could see. Twistag built an extensible integration layer speaking 50-plus protocols, an identity-resolution engine that reconciles one person across sources recording them differently, a visual segment builder for non-technical marketers, and Dattie, a natural-language assistant that answers questions about the data without SQL.

Sports organisations operate across fragmented data silos. A single fan might hold a season ticket, buy merchandise, attend events, use the mobile app, subscribe to newsletters, engage on social media and spend at the stadium concourse — each touchpoint scattered across ticketing systems, e-commerce platforms, CRMs, POS systems and social networks. A fan who bought a ticket, bought merchandise and attended an event exists as three different records. Marketing teams make decisions on incomplete profiles, revenue teams miss cross-sell opportunities, and broadcasters and sponsors have no unified view of audience overlap. When Datatalks started, the industry had no answer: every organisation built custom integrations and manual reconciliation workflows that repeated with every new customer.

The Datatalks platform now serves more than 50 sports organisations across multiple countries, unifying over 6 million fan profiles, with more than 50 integrations across ticketing, e-commerce, mobile, POS, CRM and social. Adoption expanded from football into rugby, hockey and golf without architectural change, because Twistag solved the data unification problem generically, for any sport. Datatalks itself shifted from custom consulting to a repeatable platform product. The Twistag engagement has run for six years of continuous development. Onboarding a new sport is now a configuration exercise.

Identity resolution that worked for football transferred to rugby and golf without modification.