LA Clippers Kids Club

As the average age of sports viewers climbs, franchises face a growing challenge in building connections with younger fans early. The LA Clippers' "Kids Club," built on EngageRM's Community Portal, is one answer — combining fan passion with automation and personalisation to engage the next generation.

How it works

"We deployed our online sign-up functionality that allows children to receive engaging messages via their parent or guardian's email address," said EngageRM Senior Consultant Jonathon De Conno.

Parents register their child's name, favourite player and details through a simple sign-up form; if the parent already exists in the CRM, the system automatically links parent and child records in both directions. From there, the Clippers can send personalised messages — a birthday greeting from a child's favourite player, for instance — or reach parents with relevant offers, all largely automated after the initial sign-up.

Built to scale

Clippers Product Manager Karl Gusner noted the system also opens the door to ticket packages, sponsorship or merchandise offers tied to the franchise's existing inventory — pulling valuable data from engaged fans of every age, with plenty of room to expand further over time.