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Fan Engagement – The Future of Sports Marketing

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One of the standouts on my event calendar has to be ‘Fan Engagement 2015’ sponsored by Sports Analytics Europeon November 5th.

The data and sports marketing event will be held at the Citizens Suite at the Etihad Stadium, of course home to Manchester City, something I’ll have to put up with as a Scouser!

Sports Analytics Europe is heading the event alongside some of the biggest clubs and powerhouses in European Football. Many of the top managers and developers in the field of fan engagement and sports marketing will be present.

They’ll be exploring best practices and trends around data-driven sports marketing, merchandising, ticketing, customer profiling, social campaigns, digital stadium content, and more – from different perspectives:

Sports Analytics Europe purpose is to organise specialised and targeted events, Sports Analytics Europe is developing a pan-European platform for sports organisations and associations to connect with global innovators in their specific fields. It’s an initiative of Data Driven Republic, an idea-incubating, concept-realising collective that organises international events on disruptive technologies and innovative solutions that transform the way we work, live and interact. Operating within Three different fields Sports Analytics Europe brings clubs, associations, universities and companies together to develop three different areas of expertise:

Performance Analytics: Innovations in data analytics and the rapidly increasing amount of data sources (such as wearable tech) offer a wide variety of sports organisations a competitive edge when it comes to scouting, game planning, in-game decision making, player development and more.

Business Operations and Fan Engagement: Sports organisations are adapting to the rapidly changing landscape of the sports business, and show innovative ways to create and capture value. Learn about future areas of revenue generation, the role of the media, prospects for international expansion, opportunities for deeper player/community involvement, evolving sponsorship partnerships, the role of analytics and challenging the status quo in the sports industry.

Academic / Athletic Collaboration: Hundreds of institutes of higher education have keyed in on the demand to develop experts on applied data science. Schools from various European countries are developing practical cases how they have collaborated with sports associations and organizations and athletes in innovative projects that put the science of applied data central in finding competitive advantages.

The event features a brilliant lineup from some absolute giants in the Football and online merchandising space, including: Ed Parkinson – VP Global Operations at Viagogo, Danny Wilson – Director of Sales at Manchester City Football Club, Chris Belt – Business Development Director at Ticketmaster Sport and Matthew Baxter – Head of Media at Liverpool FC.

The all-day event, features insight, panel discussions, keynotes and several speaker slots covering, insight, strategy, agency perspective, best practise, dynamic new technologies and various pieces on maximising fan engagement.

With data led engagement becoming more and more crucial to performance marketing, I’m expecting a very insightful day and as an avid football fan, an interesting one as well as we look at the future of where the game and the fan experience is going.

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