MarketingTechnology

Are you becoming the data source for sports brands and rights holders?

February 13, 2017

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MarketingTechnology

Are you becoming the data source for sports brands and rights holders?

February 13, 2017

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Gaining the competitive edge over your opponent can happen in the classroom, the gym, the practice field and now in the computer lab.

Technology and the process of gathering data through wearable technology and motion tracking is driving the relationship between sport and science deeper into the heart the current environment. However we are seeing a shift in the source of the data, while teams study their players looking to perfect every detail they are now starting to focus on collecting data from you, the fan.

Stats and features that are considered standard in football now, all revolve around collecting data, “You know about distance run, speed, burst speeds, impact, strength, recovery times…there’s more and more capability to analyse not just present stats but an enormous amount of historical stats which then creates a whole new range of benchmarking opportunities for performance and coaching,” said Nick Maywald.of Genius Sports.

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But according to Maywald it could cost a top tier European football team upwards of £80,00 to run standard analytics for a single season, and few teams can afford such services.

Teams are now turning to specific companies like Genius Sports and Sportradar who offer more comprehensive services around data and can produce in depth analytics tailored to the individual needs.

Off the field however teams are now highly interested in not only connecting with their fan base but also learning as much as they can about them.

The New York Mets conducted a study that found their fans preferred evening games on weekend and so the franchise reacted to accommodate the desire of fans. Other examples on data collected from fans involve the MLBAM tracking and predicting which fans are likely to cancel their season tick subscription.

There is an enormous amount that goes on behind the scenes that the average fan would not be aware of

With the advancements and developments in technology, a broader and more accurate range of data is accessible and it seems to be growing at an insatiable rate. Brands and rights holders want to know as much as they can about you so they can target you most effectively.

We hear a a lot about how everything is becoming more personal, tailored news feeds, personally addressed newsletter emails, these stem from the consumer demanding your marketing strategy to be specific to them. Well for this to happen businesses need to know you. Sports brands and rights holders are no exception, they want to know what you’re doing when you’re not at the game, when your not checking the score on Twitter or Facebook.

All though of lot of the groundwork goes on behind the scenes the results are seen by millions every week and the data collecting snowball just keeps getting bigger and bigger.

Read our article on why the sports industry must adapt to programmatic advertising and collecting its own data here.

Written by Michael Harvey

Michael Harvey

Deputy Editor & Social Media Specialist

Michael Harvey

Deputy Editor & Social Media Specialist