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In Episode 4 of Season 2, we chat to Gauthier Vervaeke & Thomas Rypens of Club Brugge.

Club Brugge play their football within the Belgian Pro League and regularly within European competitions. With a rich domestic history, they are one of the most successful teams within Belgium.

Within this episode we discuss the club's intelligent use of fan data, testing and benchmarking as they grow their retail operation. With a pioneering approach to commercial strategies and a willingness to listen to their data analysis if they need to pivot, the club set their own high benchmark in terms of their approach.

Driven from the top, the club openly encourage testing to determine their strategic decision making. Consistent testing, measuring and analysing, alongside a smart tech-stack, intelligent use of digital solutions and true fan engagement are all helping to revolutionise the retail business unit.

Hear how the club have;

• brought together leading European clubs to form an alliance under the Gamechangers eCommerce banner
• introduced AI within their eCommerce operation
• asked fans to suggest and create their own merchandise ideas through the 'Shape Our Club' campaign
• allowed one of their own junior fans to realise the dream of a lifetime!

In partnership with Streaker Sports, the official podcast sponsor of That Sports Merch Podcast. Check out www.streakersports.com and use code SPORTSMERCH15 for 15% off site-wide.

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Host: Lee Hyde
Co-Host: Matt Hudson