Live Football Data → CRM Triggers for EA SPORTS FC
I built a live football data layer that turns real-world fixtures and results into usable signals for EA SPORTS FC player communications. It covers club results for the Premier League, LaLiga and international fixtures, with match-day scheduling across all major competitions. As a result, campaigns can react to what fans are actually watching, not just a fixed calendar.
- Marketing Automation
- Event-Driven Marketing
- Personalization
- API Integration
- Data Pipelines
- Segmentation
My Role
I handled source evaluation, quota and data testing, pipeline build, and the output structure for segmentation. First, I compared sources on coverage, quotas, and data quality. Then I built the pipeline around the strongest option.
What the Live Football Data Layer Does
Football doesn’t follow a marketing calendar. Fixtures move, results surprise, and fans react within minutes. So the data layer turns each match into something comms can act on.
Real-World Event Triggers
Matches, results, and fixtures become structured events that comms can respond to. For example, a win, a draw, or an upcoming fixture can each drive a different message.
Club-Level Personalization
The data maps to clubs and leagues, so messaging can match each player’s club affinity. That way, each club gets its own row, ready for segmentation.
Live Service Integration
It runs on a schedule alongside live service operations, with no manual monitoring of match days. In addition, results refresh every three hours, and an hourly check keeps runs aligned with kickoff times.
Results
- Premier League · LaLiga · Internationals Club results for the Premier League, LaLiga and international fixtures, with match-day scheduling across all major competitions.
- Every 3 hours Refresh cadence, plus an hourly kickoff check
- [40 clubs · 2 leagues] Clubs and leagues tracked
Because the schedule follows kickoffs, fresh results are ready within hours of the final whistle.
See the Emails
These concept emails were built from the live football data feed, using test data. Open any of them to see the full email.
Tech Stack
In short, the live football data pipeline has three stages:
01 · Source
A sports data API (fixtures, results, standings).
02 · Process
Scheduled n8n workflows that normalize and map to clubs.
03 · Output
Structured tables ready for segmentation and triggers.
- REST API
- n8n
- JavaScript
- Google Sheets
Want the measurement side? Read how the cross-channel CRM reporting engine tracks these campaigns, or browse all projects.
Hero photo: Alex Simpson / Unsplash.