Data and Business Impact Award

Category Partner

Data and Business Impact Award

Derbyshire CCC

Retention Data Strategy Drives Revenue Growth
Credits
Performalytics

With the constant financial pressures facing County Cricket, and financial success so heavily dependent upon a six-week competition, the importance of building a loyal fan base has become more and more important each year.

Derbyshire CCC set out with two key goals in mind: growing retention and supporter loyalty among existing supporters, and acquiring new fans who show great potential to grow into future loyal supporters.

With these two core objectives well executed throughout the season, Derbyshire achieved a record season from a cricket revenues perspective, which were up 25% year on year. New member revenues were up 43%, new supporters bought 23% more tickets, and more existing supporters spent more than they ever had before.

European Tour

BMW PGA Championship
Credits
WePlay • The Lift Agency

Due to the ever-complicated puzzle that is the global golf schedule, 2019 saw the BMW PGA Championship, the European Tour’s flagship event, move to September for the first time. Losing its longstanding Bank Holiday weekend slot in May created a number of challenges, from the number of repeat visitors to the event, the competition with a multitude of other sports and the perceived weather changes.

To mitigate the risk this presented, we had to create a more advanced communications plan to attract new customers and attempt to deliver the equivalent ticket revenue to the previous year.

Thanks to a campaign founded on, and constantly leveraging, a range of behavioural data, we were able not only to match 2018’s numbers, but to exceed them by over 10% and deliver record-breaking crowds.

Formula 1

F1 Fan Voice
Credits
F1 Fan Voice – Formula 1 & Goodform

F1 Fan Voice capitalises on the unique levels of engagement amongst sports fans and epitomises Formula 1’s transition to a progressive, fan-centric organisation with insight at its core.

The always-on nature means that all members (currently almost 100,000) can be invited to take part in research instantly – with results immediately available for viewing by the Formula 1 team. In making research so much more accessible, the platform has fundamentally changed the culture of the business at Formula 1, with decisions now being made with fan views taken into account, rather than on gut instinct.

This data-led, fan-first approach which F1 Fan Voice facilitates delivers value to multiple internal and external stakeholders across the sport on an ongoing basis whilst allowing fan views to be heard at the sport’s highest echelons.

NFL Game Pass Europe

Delivering Record Subscriber Numbers
Credits
OverTier • Two Circles

NFL Game Pass is the league’s premium direct-to-consumer subscription streaming service. Outside the United States, it offers live NFL Games, NFL RedZone, NFL Network and a catalogue of original programming. It is available across a range of platforms including connected TV, games consoles, web and mobile.

From 2017, NFL Game Pass Europe (GPE) has been operated by OverTier – the joint-venture between Bruin Sports Capital and WPP. OverTier was created to build and operate next-generation direct-to-consumer streaming services; marketing is led by data-driven sports agency Two Circles, Bruin-owned sports media technology provider Deltatre operates its video platform, while Wavemaker provides media buying and planning services.

Over the course of the 2018/19 season, the total number of GPE subscribers doubled, with total consumption growing 55% year-on-year. Following these successes, OverTier’s remit for NFL Game Pass was trebled to cover 181 countries and territories worldwide from 2019/20.

StatsBomb

Advanced Analytics for Football

StatsBomb are the top performing analytics and data provider in football. We created our own proprietary data operation as existing data was not sufficiently granular to answer the questions that we, and our customers had. With twice the data, our club partners are winning more and mastering the transfer market.

We now collect 40 leagues across the world. We have secured customers in all top leagues, media and gambling and The FA selected us to be used as the data provider when they teach courses to coaches and scouts.

StatsBomb is a critical tool for performance analysis, opposition analysis, recruitment, fan engagement and customer retention, along with media and gambling. We are also educating the analyst and data science community by providing Women’s data for free and running our own analytics training courses.

The R&A

Making Royal Portrush the Most Commercially Successful Open Championship
Credits
Two Circles

In 2019, The 148th Open was played at Royal Portrush, marking an historic return to Northern Ireland for golf’s original and most international major.

The R&A set aggressive targets for the Championship, only the second to be staged outside Scotland or England, having previously been played at Royal Portrush in 1951. To achieve this in an unknown market, The R&A needed to identify, acquire, and engage a range of new audiences.

The R&A’s partnership with Two Circles enabled a sell-out of both tickets and hospitality for the first time, generating the greatest amount of event-day revenue ever for The Open. It achieved record fan experience scores and helped generate a total economic benefit for Northern Ireland of £100m.

The R&A was able to grow its addressable audience on multiple platforms with over 105k new customer records, creating a new engaged market across Northern Ireland and the Republic of Ireland.