Not finished yet: together all the way through 2029 with FC Twente.

From season tickets to push notifications: everything is interconnected.

A professional soccer club of FC Twente’s stature interacts with its fans and business partners in countless ways. A season ticket, a membership, a ticket to an away game, the official Castore kit, the latest interview on the website, a push notification about the lineup. For the user, this is a single experience. For the organization, however, these are actually multiple systems that need to communicate with each other. The challenge FC Twente faced in 2020—and one that many sports clubs and membership organizations encounter—is how to bring these separate digital components together into a single coherent whole. Not just visually, but technically as well: so that a supporter can find their way around in one place, understand their rights, and have everything at their fingertips.

What has been built up since 2020.

Over the past few years, we’ve worked together to build the club’s entire digital ecosystem. The website serves as the central hub for news, content, and club information, featuring a match mode that automatically activates on game days. The mobile app adds a personalized layer on top of that: digital tickets, push notifications for goals, substitutions, and yellow cards, live Opta data, and exclusive content for both fans and business club members.

At the heart of that ecosystem lies the Data Management Platform. A data hub that connects Sports Alliance (for fan data), TicketTrigger (for ticketing), Opta (for match and player data), and Afas (for business CRM). The entire system runs on a microservices architecture, allowing new functionality to be added without major changes. Incidentally, the website was named Website of the Year in the soccer club category. A nice confirmation that the foundation is solid.

Next season: through 2029.

Over the next three seasons, our focus will be on further unifying and expanding the platform. Here are some areas we’re working on together:

• Organize the account model for supporters, memberships, and tickets in a more logical and cohesive way.

• Make digital tickets even better aligned with how fans actually use and share them.

• Create a link between the FC Twente platform and the Castore webshop, so that the digital experience surrounding apparel and merchandise becomes more cohesive.

In addition, we will continue to improve our existing website and app, and each season we will assess what new features are needed to best serve our fans and sponsors.

Time to reflect.

Job Keupink, CEO of Cube: “What makes me happiest are partnerships that are continued and expanded. That means we’ve made progress together, and it leaves us wanting more. Kudos to my team, FC Twente’s ambitions, and the great collaboration with the marketing team. As a fan and business partner of the club, you can’t help but be proud of this.”

Leon Molenkamp, Manager of Media, Marketing, and Communications at FC Twente: “We’ve been working closely with Cube for nearly six years now. During that time, we’ve built a lasting relationship and know exactly what to expect from each other. Given all the developments that have already taken place and those still to come in our digital landscape, this is of great importance to us. The coming period will focus on further integrating and expanding the FC Twente app and website. For example, the login process and the memberships linked to your account will be organized more logically, we will professionalize the use and sharing of digital tickets, and a technical link to the Castore webshop will be established.”

Not over yet.

A platform is never finished, just as a season is never truly over. There’s always another match, another challenge, another chance to make things a little better. We’re ready to seize those opportunities alongside FC Twente through mid-2029.