Future-oriented solutions for member management and fan engagement at Eintracht Frankfurt

With over 150.000 members, Eintracht Frankfurt is the largest multi-sport club in the world – and places the highest demands on membership management. GRÜN VEWA forms the core and ensures efficient processes, precise data maintenance, and individual support for each member.

With over 150.000 members, Eintracht Frankfurt The world's largest multi-sports club with a professional football team. This membership number places high demands on administration and organization, especially when up to 20.000 new members join annually. Gunar Knoth, Team Leader Membership Management / IT Member Processes at Eintracht Frankfurt, explains: "Managing this large membership base requires precise system architecture and intelligent automation. membership management GRÜN VEWA is our central building block that helps us to map and manage these processes efficiently.”

VEWA as central member administration

Eintracht Frankfurt uses GRÜN VEWA manages over 640 individual plans, targeting groups such as children, youth, adults, and families. This comprehensive flexibility is crucial for meeting the diverse needs of the club's fan and support department and its 19 sports departments, which range from traditional sports like gymnastics and tennis to more unusual disciplines like bobsleigh. "VEWA offers us the flexibility to tailor and manage each membership to meet our needs," says Knoth.

In addition to managing individual contributions, Eintracht Frankfurt relies on comprehensive automation of data verification by the Onsite Data Manager (ODM) in VEWA. This function, thanks to the ODM queries specially developed by Eintracht Frankfurt, enables precise data maintenance and error minimization before billing. Knoth explains: "With ODM, we can ensure that all data records are correct even before billing. This saves time and reduces potential sources of error." The checks include, for example, age limits, correct tariff assignments, and member data to ensure that all information is complete and error-free.

GRÜN VEWA is embedded in a larger system landscape that Eintracht Frankfurt uses for administration and communication. Complementary tools include the CRM system Salesforce, which acts as a central data platform and synchronizes parts of the member information. "Our members are largely fans who want to buy tickets or take advantage of discounts – so reliable interaction between VEWA and Salesforce is essential," explains Knoth.

Another key component of the system landscape is the platform specially developed by Eintracht Frankfurt, which integrates the personal Eintracht account. This platform gives members access to exclusive services such as ticket presale rights and discounts in the online shop, as well as their digital membership card. "Over 75% of our members use the Eintracht account. This allows us to continuously expand communication and self-service," adds Knoth.

Automated sending of personalized welcome emails

Another highlight, which was jointly organized by GRÜN and Eintracht Frankfurt in GRÜN VEWA has implemented the system for managing the welcome processes for new members. This includes the automated sending of personalized welcome emails and the organization of welcome packages that provide members with important information and a personalized experience. "It's crucial for us that every new membership remains a personalized experience. VEWA ensures that relevant information such as training times or special information about the selected sports departments can be integrated into the welcome emails," explains Knoth. Furthermore, it ensures that gift memberships are handled discreetly, thus preserving the surprise for the recipient.

Knoth also emphasizes how GRÜN VEWA simplifies the club's daily management by automating numerous processes and increasing efficiency. "Thanks to the automation in VEWA, we significantly reduce the workload on our team and can focus more on providing personal support to our members. The result is greater satisfaction on both sides – for the members and for us as a team," says Knoth. "VEWA's flexibility and the ability to make individual adjustments are extremely important to us."