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From Global Fans to Click-Worthy Campaigns: How Relevent Rebuilt Their Marketing Engine with HubSpot
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When your audience spans continents and your brand hosts some of the world’s biggest soccer events, your marketing systems need to be just as elite as your line-up. That was the case for Relevent, an international sports and event marketing powerhouse, who knew their next season of digital engagement needed a serious upgrade.

With a fast-growing global fanbase and increasingly complex event schedules, Relevent was ready to reimagine their marketing approach—aiming for smarter segmentation, better compliance, and more meaningful fan experiences. They came to Engaging.io with ambition, and a willingness to dive into the details. Our kind of team.

What they wanted:

  1. A unified, scalable platform to handle marketing at scale
  2. Stronger engagement across segmented audience groups
  3. Clear, compliant subscription preferences and lifecycle tracking
  4. User-friendly tools to empower their in-house marketing team

What they needed:

  1. A robust email platform with brand-aligned templates
  2. Clean and structured audience data with strategic segmentation
  3. Lifecycle stages and subscription types for compliance and personalisation
  4. HubSpot training and enablement for independent campaign management

The problem

Relevent wasn’t waiting for cracks to appear—they were proactively shaping the future of their fan engagement strategy. With a growing international audience and multiple brands under their umbrella, they recognised the opportunity to deliver more meaningful, personalised content at scale.

Their existing tools had served them well, but as the business evolved, so did the complexity of audience expectations and global compliance standards. To maintain their edge, Relevent wanted a smarter way to manage communications—ensuring every fan, no matter their region or interest, received content tailored to their preferences. Subscription management was another area where they saw room to lead, aiming to meet global opt-in requirements with clarity and confidence.

This wasn’t just a tech refresh—it was a strategic shift. Relevent was investing in the right foundation to fuel fan-first experiences, enhance campaign agility, and future-proof their marketing ecosystem.

The solution

To kick off Relevent’s marketing evolution, we implemented HubSpot Marketing Hub Professional as their new digital core. This streamlined their marketing systems, centralised data, and empowered the internal team to act fast when opportunity knocked. Here's what we tackled:

 

We cleaned and migrated data from Dynamics, ran newsletter sends to test database health, and removed any dead weight before their summer events.

Created on-brand, visually compelling email templates for quick deployment and consistent fan comms.

Developed lists based on region and fan interests, ensuring future campaigns could be hyper-targeted.
Introduced lifecycle stages and easy-to-manage subscription types that kept fans compliant, happy, and in the loop.
Delivered hands-on team training in forms, emails, and campaign management—giving the Relevent team the tools to run independently.
Explore each step of the process:
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We cleaned and migrated data from Dynamics, ran newsletter sends to test database health, and removed any dead weight before their summer events.

Created on-brand, visually compelling email templates for quick deployment and consistent fan comms.

Developed lists based on region and fan interests, ensuring future campaigns could be hyper-targeted.
Introduced lifecycle stages and easy-to-manage subscription types that kept fans compliant, happy, and in the loop.
Delivered hands-on team training in forms, emails, and campaign management—giving the Relevent team the tools to run independently.

The impact

The result? A streamlined, scalable marketing machine that puts Relevent in the driver’s seat. Automated workflows and segmentation made campaign execution faster, and the new subscription system ensured Relevent was both fan-friendly and fully compliant.

Their first campaigns saw a jump in engagement and brand visibility—just in time for their next round of global events. Long-term, Relevent now has a clear path to scalable personalisation, audience growth, and smarter insights. And they’re just getting started.

With HubSpot as their playmaker, Relevent is now equipped to go beyond broadcasting—they’re engaging. Every send, every click, every ticket—smarter and more strategically than ever.

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