Data scores big for the sports fan experience Sponsored by Cognizant
Sports are about head and heart, or so the traditional thinking goes. Now, though, another crucial element is impacting the sports industry: data. Instead of eroding the inherently human qualities of playing and watching sports, though, data is enhancing them, enabling leagues and teams to capitalize on the model and attract more players and fans. By promoting the excitement of sports, leagues and teams also gain big business outcomes through an improved fan experience.
For example, while some fans consume sports through streaming services and traditional broadcast channels, others purchase tickets through stadiums and web-based ticket services. Enthusiasts shop for merchandise at online and physical stores. Teams share performance analytics in one form for coaches and players, and another for fans. Segmentation and personalization are highly complex.
. After a year of cancelled matches and limited play, the FA is putting data to work to coax people back into the game — and seeing big gains. that we created to power tailored messaging for the FA’s many stakeholders. For example, to feed the association’s need for building elite women’s and men’s senior leagues, we developed a digital app for pre-teens and teenagers that offers engagement tools such as online gaming and social media to successfully compete for their attention.
It’s personalization at its most complex, and the FA is already seeing results. An initiative that encourages young girls to join football clubs resulted in 60,000 new participants, according to the FA. In addition, its new stadium hub triggered a 25% jump in youth registration for ticket sales, the FA notes. Through the next-gen platform, the FA expects to manage 1.5 million players this year.The FA isn’t alone in taking a deep dive into personalization.
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