About Us

CLV Group (Customer Lifetime Value) is the leading data and insights company for sport and entertainment whose proprietary approach identify, defines and delivers new ways for clubs, media and entertainment companies to create a competitive advantage through unlocking incremental value in their most important relationships, their customers, fans and followers.

Founded in 2018 by Neil Joyce and Jamie Williams, CLV’s mission is to challenge groupthink and continue to enable Customer, Fan and Audience Ecosystems. CLV started off helping some of the world’s largest media and entertainment companies understand more about their users and how to find them in platforms outside the walled garden.

Today, CLV publishes the annual Fan Relationship Index Report (FRI) which delves into football’s great untapped resource – the overseas football fan – and provides a blueprint that guides clubs through the steps necessary to develop direct-to-fan propositions that will create longer, stronger and more rewarding relationships with fans globally.

First published in 2021, the FRI uses data to accurately identify and measure new commercial opportunities for clubs and sponsors. 2022’s report took a deeper dive into the rapidly changing relationships between fans, clubs and sponsors. It revealed opportunities for clubs and sponsors to benefit by responding to these shifts in fan expectations.

At CLV, we believe fans are the saviour and we’re on a mission to change the way you understand, grow and monetise them to help tap into the 95% unknown fan market to deliver incremental revenue and value for all.


Identify & Understand your fans and followers. Unlock revenue by understanding who your fans are, where they are, what they care about, how to reach them and how to convert them.


By leveraging data, tap into the unknown fan market to grow your share of wallet and increase your known fan base.

Exceed Goals

We identify the partners that can unlock the correct fan requirements and incremental revenue streams, enabling you to monetise by creating new direct and also enhanced indirect revenue streams.

Our Founders

Neil Joyce

CEO & Co-Founder

Neil Joyce is the Co-Founder and CEO of The CLV Group, founded in 2018 and self-funded from $0 to mid-7-figure revenue by 2021, with large global blue chip clients in the entertainment sector. Neil has held global executive positions in media and technology companies for the last 20 years, most notably IBM and the original big data company Acxiom. He most recently created Signal’s revolutionary People Based-Marketing platform, now owned by TransUnion.

Neil’s passion for helping businesses grow their bottom line with data and insights at the core shines through in his past experiences. He created $20m in new data and digital revenue for a multi-media content owner. Additionally, delivered a 25% increase in closing price for TPG portfolio company lift by implementing data-driven transformation strategy through customer engagement, insights and creating own label products. Most recently, Neil authored the inaugural Fan Relationship Index Report. FRI™ represents the game changing insights based approach to put Fan Engagement at the core of a business and with it the ability to deliver better experience and new monetisation opportunities vs traditional Average Revenue per Fan (ARF) benchmarks and upfront commercial based deals.

Connect with Neil on LinkedIn

Jamie Williams

Chief Customer Officer & Co-Founder

Jamie Williams is the Co-Founder and Chief Customer Officer of The Customer Lifetime Value Group (The CLV Group). Her mission is to help Fortune 500 brands navigate the complexity of consumer data and technology in order to fuel growth across the enterprise. Under Jamie’s leadership, The CLV Group has rapidly been adopted by global brands and media owners, boasting CLV’s YoY growth in 2021 by 300%.

Jamie’s unique background consists of brand and media strategy, cross-platform media investment and Saas platform commercialisation and planning. Her clients have included brands such as P&G, McDonald’s, EA, Epic Games, ASOS, Kraft-Heinz, Sony Entertainment and PlayStation. On a daily basis, her team of data strategy, planning and business consultants help people navigate the development of a Customer Data-Driven Transformation plan. She is a brilliant translator of tech knowledge and one not afraid to challenge the norm, counseling clients to make strategic investments in people, best practices and technology. Prior to co-founding The CLV Group, Jamie was the Vice President of Global Strategic Account Services at Signal.

Connect with Jamie on LinkedIn