How Tigres and Raidar.io built Liga MX's most engaged fanbase 

Tigres UANL is one of Mexico’s most popular professional soccer clubs. Their stadium holds 40,000+ fans, sells out in a single day, and maintains a waiting list large enough to fill a second one. By most measures, they’re already winning.

This didn't happen by accident. Tigres' team spent years executing a deliberate fan growth strategy—digital activations, physical experiences, trivia, games, and campaigns—all designed to deepen the relationship between the club and the city. It worked. The fanbase grew substantially, and with it came a new kind of challenge: how do you manage a relationship with hundreds of thousands of fans at once?

Before any data infrastructure existed, Tigres built their fanbase the hard way—through continuous digital and physical activations that kept fans engaged beyond matchday. Online trivia, digital games, campaign-driven registrations, loyalty touchpoints at the stadium—each initiative brought new fans into the fold and deepened the commitment of existing ones.

The result was a fanbase that actively participated with the club. But participation at that scale generates data. A lot of it. And that data was scattered across every platform the club had ever used to reach fans.

Season pass holders. Match-day buyers. Tienda online customers. CRM contacts from campaigns and activations. Fans who played digital engagement games and answered trivia. Each group was real, active, and valuable, and each lived in a completely separate system.

The ticketing platform knew who attended. The point-of-sale knew who bought at the stadium. The Shopify store knew who purchased merchandise online. The CRM held contacts from campaigns and digital activations. None of them talked to each other. A fan who bought a jersey, attended 15 matches, and replied to every email looked identical to someone who signed up once and never returned.

When Raidar started working with Tigres, the first task was identity resolution across ticketing, POS, e-commerce, CRM, and digital engagement platforms. Tigres had approximately 750,000 fan records, but they belonged to overlapping, duplicated, and disconnected profiles.

Raidar’s role is the identity and intelligence layer. They pull data from every source, resolve it into a single fan profile, and build a unified 360-degree view of who each fan is: their attendance history, purchase behavior, digital engagement patterns, and relationship depth with the club. That profile is what the rest of the system acts on—but on its own, it’s invisible to the fan.

Customer.io was introduced as the activation layer that turns fan intelligence into fan experience. It orchestrates the full communication lifecycle using behavioral triggers, automated journeys, and real-time campaigns to know what to say, when to say it, and through which channel. Email, push, and SMS all operate from the same unified fan profile, so every message feels like it’s coming from a club that actually knows you, not a system sending broadcasts.

Shopify serves as the fan-facing commerce hub—the place where merchandise lives, loyalty points are redeemed, and transactions happen without friction.

With a unified fan profile and Customer.io as the activation layer, the system can do things that were simply impossible before.

Real-time match notifications. Raidar integrates with the official league data partner, pulling around 20 million data points per week covering goals, substitutions, cards, and match events. When a fan signs up, they indicate their favorite player. Customer.io then triggers a personalized notification at the exact moment that player scores, enters the match, or gets subbed off—not a generic match update, but a message built around what that specific fan cares about, delivered in real time.

Seat subletting. Tigres season pass holders own roughly 15,000 seats. But over a full season, around 130,000 unique fans actually attend—because passes get transferred, resold, or lent between friends. Raidar tracks both sides of that equation: the primary market fan who holds the season pass, and the secondary market fan who ends up in the seat. Each has a different relationship with the club, a different history, and a different intent. Customer.io runs entirely separate journeys for both—the season pass holder who historically skips certain matches gets an offer to sublet their seat and earn points, while the secondary market fan who fills that seat enters their own engagement path from day one. Two audiences, two distinct journeys, one system that knows the difference.

SocioTigre is where the infrastructure becomes something a fan can actually feel.

Every interaction with the club now counts—attending a match, buying from TigreTienda, renting out a season pass, completing a trivia challenge. For the first time, the full breadth of what it means to be a Tigres fan is recognized in a single place, with points that unlock real rewards: official merchandise, exclusive presales, priority stadium access, and experiences that no amount of money can buy — like traveling with the team.

What makes SocioTigre different from any other loyalty program is what’s running underneath it. Every point earned traces back to a verified fan identity. Every reward redeemed connects to a behavioral history. Customer.io ensures that every communication—confirmations, reward alerts, personalized updates—arrives at the right moment, through the right channel, for the right fan. The program doesn’t just recognize loyalty. It makes every fan feel known.

“El juego nunca termina.” The game never ends—and neither does the relationship.

Tigres went into this with something most clubs don’t have: a fanbase they had already spent years growing through deliberate activations, and a team that understood the value of that relationship. That foundation made everything possible.

Starting from 750,000 fan records accumulated across years of campaigns, ticketing, e-commerce, POS, and digital engagement—all of it the result of Tigres’ own fan-building efforts—Raidar unified that data into a single fan profile layer. Every fan now has a complete, actionable identity inside the system.

With Customer.io activating that intelligence, early email performance has reinforced what the team already suspected: when messages are built on real behavioral data rather than broadcast logic, fans engage at a level most brands never see.

“Most brands are guessing. They send messages and hope something lands. When you have a complete picture of the fan—what they bought, who they cheer for, how often they show up—you’re never guessing. You always have something relevant to say, and the fan knows it.” — Marcelo Martinez, CEO of Raidar

Tigres’ current stack is already the most sophisticated fan engagement system in Mexican professional soccer—and it’s just phase one.

With the foundation in place, phase two expands the system’s reach: a dedicated mobile app with push notifications and location-aware mechanics, a conversational WhatsApp channel that puts everything Tigres a single message away, and cashless stadium transactions that let fans accumulate and redeem loyalty points on in-stadium purchases. Tigres is also in conversations with major sponsors about connecting loyalty ecosystems, so that points earned at the stadium could eventually be redeemed with partner brands and vice versa.

What started as a question about fan data turned into something much bigger: a closed-loop engagement system that lets a sports club finally understand, recognize, and reward the fans who show up for them—every single match.