Success Story
A full house, and every name
Rosenborg BK has won more Norwegian titles than any other club. Now it wants to know the people who fill its stadium by name. So the club brought the checkout and the fan data in house. That is where it starts.
Rosenborg BK had half a stadium of strangers
Strong crowds every matchday, an attendance figure the club could print, and no way to say who was actually in the seats.
An ambition beyond matchday
Rosenborg's ambition runs beyond matchday. Ticketing, the club shop and rbk.no as one connected journey, with the same supporter recognised at every step. Getting there needed a platform the club could build on and develop at its own pace.
The crowd, half unknown
Andreas Evensen estimates that half the people walking into the stadium, possibly more, were unknown to the club. Each one had a ticket, a seat and a matchday, and left no trace anyone could act on. He calls them "digital ghosts".
How Rosenborg BK took back the fan relationship
Andreas Evensen, Head of Business Development & Brand, and Pernille Grut Sørlie, Head of Fan Experience & Matchday Experience, on what changed in Trondheim.
Now there is a name in the seat
Rosenborg BK took the checkout and the data in house. Inside the first season the club could see its crowd and write to the part of it that mattered that week.
A partner willing to be invisible
Supporters should feel they are entering Rosenborg from the first click to the turnstile. The checkout is part of the club's brand, and now it looks like it.
Tickets that travel with a name
A ticket sometimes doesn't stay with the person who bought it. It gets passed to a friend, a colleague, a son. When the hand-off runs through the club's own system, the new holder creates an account, and a ghost turns into someone Rosenborg can talk to.
One email, 9.3% Conversion
Rosenborg builds its own supporter lists now, in minutes. Before the Viking game it picked out 3,000 people who had come to the last three home games without buying a ticket for the next one, and sent them a single email. Nearly one in ten bought. What the club wants next is the vivenu AI assistant on top of those lists, suggesting which segment to work and when, so nobody has to guess which list matters this week.
« The relationship our supporters have with the club is very deep. It's a love relationship, and we need to treat it that way. We can't do that with the same communication to everyone. We need to know if you've been a supporter for two seasons or for 20 years. »
Pernille Grut Sørlie, Head of Fan Experience & Matchday Experience
The starting position has changed
Rosenborg BK ran its first matchdays on vivenu in March 2026. Less than a year later it sees arrivals in real time, builds its own supporter segments, and has turned one of them into a campaign that paid off. Short runway for one of the biggest system changes a club can make.
There is a contact at vivenu who picks up, so the club keeps asking. What it wants next sits one layer above: an assistant that notices a Saturday kickoff brings more children into the stands and suggests a family promotion before anyone asks.
What changed is the starting position. Rosenborg owns the data that layer will need, and that was the part it could not have bought later.