THE CONTEXT
Sarpsborg 08 plays in Eliteserien, Norway’s top football league. Every home match brings together fans, hospitality guests, sponsors, partners, and the club’s commercial team in the same live environment.
For most clubs, feedback starts and ends with fan satisfaction. A post-match survey. A score. A few comments.
Sarpsborg 08 sees a bigger opportunity.
The stadium is not just where the match happens. It is where the club delivers value to fans and commercial partners at the same time. Sponsor-named sections, VIP areas, private suites, and partner channels all form part of the same matchday product.
That makes the question sharper.
Across 12 different stadium units, how does the club understand what fans and partners actually experience, and how does that understanding become useful for Sales and Partnerships?
THE TOOL
Standard feedback gives a club a score.
Campaigns give it answers.
Sarpsborg 08 uses Foodback campaigns to ask targeted questions at the match, while the experience is live and fans are still in the stand. These questions reveal what fans value, how they experience the stadium, and what the club can improve.
Since launch, Sarpsborg 08 has collected more than 15,600 campaign answers. For every fan who gave a standard experience rating, 5.4 campaign answers were recorded.
That matters. Targeted matchday questions unlock a deeper layer of fan engagement than an overall satisfaction score can capture.
The club also uses 08-Nettverket as a dedicated B2B campaign channel for commercial partners and sponsors. Campaigns here run almost entirely independently of the fan feedback flow. Business partners engage with targeted questions through their own channel.
That moves Foodback beyond fan satisfaction measurement. It becomes partner intelligence.
“Foodback immediately helped us understand what our fans appreciate, and where we can get even better!”
Katrine Nylund, Head of Sales and Partnerships, Sarpsborg 08
THE DATA
Since April 2025, Sarpsborg 08 has collected more than 9,900 feedbacks and 15,600 campaign answers across 12 active units. 26,575 unique data points.
The fan experience score sits at 5.6 out of 6, weighted across the season. In every meaningful-volume matchday month, the score has stayed above 5.5.
The pattern follows the Eliteserien calendar. Feedback peaks in match-heavy months like April, May, July, and September. Quiet periods appear during international breaks and winter.
That gives the club a match-by-match record of fan experience.
The sponsor angle makes the data more valuable. Sarpsborg 08 collects feedback at section level, including sponsor-named parts of the stadium. The club can see not only how the overall matchday experience rates, but how it performs in each commercial section.
A single aggregate score could never do that.
Sarpsborg 08 does not use feedback only to manage complaints. The club uses it to understand what it delivers, to fans and to partners, and to prove it.
THE OUTCOME
Foodback gives Sarpsborg 08 a clearer view of what fans appreciate, section by section and match by match.
The Sales and Partnerships team can bring concrete data into sponsor conversations. Fan experience in sponsor-named sections becomes measurable. Campaign engagement becomes reportable. The matchday product becomes easier to explain, improve, and sell.
08-Nettverket adds another layer. Commercial partners are not passive recipients of sponsorship exposure. They become active participants in a data exchange through targeted campaign questions.
Every home match adds to the record. Over a season, the club builds a richer understanding of what fans value, what partners care about, and how the stadium experience performs.
The lesson for sport is simple.
Matchday is not just a product to deliver. It is the best intelligence moment a club has.
