The Challenge
Premier Padel was scaling fast, attracting fans globally, but had no CRM infrastructure to support meaningful engagement. Customer data was fragmented, incomplete, and inconsistent, making a single customer view impossible. Without a data warehouse, automation stack, or segmentation, every communication was manual and unstructured. With tournaments happening multiple times a month across dozens of markets and languages, the team lacked a scalable way to manage communications, leaving fans with irregular updates and no personalised experience.
The Solution
Glassjaw designed and deployed the entire CRM ecosystem using Braze and Snowflake as the core:
- Core Platform Setup: Implemented Braze end-to-end and built the full Snowflake data warehouse, including a unified data model, event taxonomy, and structured IP warming plan.
- Data & Segmentation: Developed a comprehensive segmentation framework covering multiple languages, markets, and engagement levels to enable highly targeted, personalised communications.
- Campaign Execution: Managed the full cycle of campaign delivery—from HTML development to multilingual copywriting and QA—launching tournament announcements, coverage, and highlights timed around live match schedules.
- Operations & Insights: Introduced reporting dashboards and performance analytics to track results and fan behaviour, alongside playbooks and process documentation to ensure long-term scalability and future channel readiness.
The Result
Premier Padel transformed its fan experience from manual, ad hoc updates into a structured, operationalised global engine:
- Real-time, personalised tournament communications now go from brief to live within days, keeping pace with a 25-tournament annual calendar.
- Campaigns achieved massive engagement, with open rates consistently above 45%, a peak open rate of 83.8%, and click-through rates of 2–5% across key segments.
- Unified over 1 million users from fragmented data sources.
- Created a future-ready foundation to scale partner activations, launch automated lifecycle journeys, and activate additional channels like push notifications and in-app messaging.
