Why Smarter Segmentation Sells More Seats - with Lukas Mikkel Hansen, Co-founder of Playmakers

How many sports industry professionals do you know who have subscribed to 800 different club newsletters to learn how clubs around the world communicate with their fans? Probably none, but Lukas Mikkel Hansen, a young talent making waves in the sports industry, has done exactly that.

In this episode of Don't Forget Your Tickets, we sit down with the young co-founder of Playmakers to get a unique vantage point on the digital divide between European and American sports. Lukas, who recently moved from Copenhagen to New York to launch Playmakers in the US, shares insights from his deep dive into club communications, revealing why so many organisations struggle to connect with their fans effectively despite having the right tools. We explore the critical differences in ticketing, fan journeys, and commercial strategies on both sides of the Atlantic.

Highlights from the conversation:

• The 800-Club Experiment: What thousands of club emails reveal about the state of fan engagement and personalisation worldwide.
• Europe vs. USA: A look at the pros and cons of different ticketing models, from single-source systems to the complex resale culture in the US.
• Data is Key: Why mastering fan data is the ultimate competitive edge for turning loyalty into revenue.
• Segmentation in Action: Practical advice on how to stop sending generic messages and start communicating with fans in a way that feels relevant and personal.
• A Club to Watch: Lukas highlights why soccer club Portland Hearts of Pine is a prime example of a team doing things differently, and getting it right.