Sport organisations not only want to get their timing of interacting with fans right, they also want to maximise moments of possible transaction. Automation of the key marketing ‘moments of truth’ creates the opportunity to generate unique contact moments with fans on a large scale. This is impossible to achieve with manual marketing processes. For example, imagine a sport organisation with 3 million fans in its database. It would be impossible to manually send every single fan a personalized E-mail as sent by their favourite player. However, this is quite straightforward using marketing automations. These automations can also be used for purchasing decisions, selection of preferred digital content, or product recommendations. Marketing automations show us how data, content and technology work together seamlessly to create a higher reach, a bigger passionate and financial impact.