Digital Maturity Scorecard
For the next few years, AI lives in the digital world — so your club's AI ceiling is set by its digital maturity. Score yourself across six dimensions in five minutes and see exactly what AI you're ready for. No sign-up.
Score it, place it, then see what AI fits your club.
01 — Score
Six dimensions, one question each
Rate your club across the six capability areas that determine how far AI can take you — from how you serve fans digitally to how well your supporter data is governed.
02 — Place
Find your level on the curve
We total your scores out of 30 and place you on the maturity curve — Nascent, Emerging, Connected, or Multi-Moment.
03 — Act
See what AI your club is ready for
We translate your maturity into what AI is realistic right now — and the single move that unlocks the next level.
Six questions. Your club's real AI ceiling.
Your club's AI ceiling is set by its digital maturity. Answer six quick questions and we'll score you across six dimensions — fan experience, membership, ticketing, analytics and more — place you on the maturity curve, and show you what AI your club can realistically adopt today. No sign-up, takes about five minutes.
Six dimensions that set your club's AI ceiling.
Each one runs from Nascent to Multi-Moment. AI compounds the organisations that are already digital — so the further along each dimension you are, the more AI you can safely build into how the club actually operates.
01
Fan & Supporter Experience
How well your digital channels serve fans — and how much you learn from what they do.
02
Fan Engagement & Comms
How automated, targeted and joined-up your supporter communications are.
03
Membership & CRM
How complete and usable your single view of each member and supporter is.
04
Ticketing & Revenue Systems
How well your commercial systems are connected and how current your information is.
05
Data & Performance Analytics
How far your use of data goes — from looking back at what happened to predicting what's next.
06
Data Governance & Compliance
How well supporter data is controlled, trusted, and protected across the club.
Four tiers. Each one opens up more AI.
Where your club lands out of 30 tells you what AI is realistic right now — and what to fix to unlock the next level.
Nascent
6–10Still running largely on instinct and spreadsheets. Digital is an afterthought — siloed systems, manual processes, and little automation.
AI here mostly amplifies the chaos. Before any AI investment makes sense, the club needs basic digital foundations — consistent data capture, clear ownership, and systems that actually talk to each other.
Emerging
11–15Some digital capability exists but it's inconsistent — pockets of good work that aren't joined up across the club.
You can start with assistive AI in narrow, well-defined areas — a chatbot for FAQs, automated renewal reminders. Broader automation will stall until your data is more connected, so identify the weakest spectrum and fix it first.
Connected
16–22Digital-first thinking is becoming the norm. Supporter data is increasingly unified, and decisions are driven by evidence rather than gut feel.
You're genuinely AI-ready in your strongest areas. Targeted AI — predictive retention models, personalised communications, dynamic pricing experiments — pays off where your data is already clean and connected. Lift the lagging spectrums to widen the opportunity.
Multi-Moment
23–30A digitally mature sports organisation. Real-time, automated and data-driven across commercial, fan engagement and operations. Only a small fraction of clubs reach here.
You can run AI at the core: real-time personalisation for every fan, autonomous pricing and capacity decisions, and agentic workflows that act without waiting for a human to trigger them. The frontier is genuinely open.
From scorecard to a plan your club can act on.
The scorecard shows you where you stand. A diagnostic turns it into a ranked plan and the first thing worth building — in one focused session.