2019 saw the iconic “Home of Rugby”, Twickenham Stadium, host the Leaders Week Sport Business Summit. The summit was part of Leaders Week and brings over 2000 innovators to London to deliver inspirational headline speakers and strategical insights for businesses in sport.
Our Business Development team attended the two-day summit where they had a chance to learn from insightful speakers, network with other industry professionals and showcase how the LiveStyled platform can make stadia ‘smart’, personalise the fan experience and help clubs drive revenue.
Toby Parkes, Sophie Barker-Davies and Finn Walsh from the LiveStyled team have highlighted their key learnings from the day below.
The Data-Driven Approach to Fan Engagement and Monetisation
Kicking things off, Sophie Barker-Davies was particularly impressed with how Olympique Lyonnais are leading the way in terms of using data to engage fans who expect an immersive experience in-stadium as well as at home. Olympique Lyonnais have taken steps in recognising every fan is unique and have implemented highly unique one-to-one marketing campaigns, even for fans who have only visited the stadium once.
The topic resonated with the LiveStyled team as this is very much in-line with our mission to provide clients with the platforms, tools and data to make this level of personalisation a reality.
Like most sports teams, Olympique Lyonnais still have a long way to go to identify gaps and unknown data but they have made it a priority. Doing this will allow them to find ways to rewards fans and drive more value for club sponsors and partners.
The Tottenham Hotspur Stadium has changed the stadia game forever
The whole team were delighted to hear our clients Tottenham Hotspur mentioned so many times and how they, alongside Populous, have built a stadium that will change the sports stadium industry
forever. As Tom Jones, Senior Principal of Populous, said, the retractable pitch challenges the rest of the stadium to be equally dynamic. And that through huge technological advances, they are able to ensure the stadium is ready for any event at any time.
LiveStyled worked with Tottenham Hotspur and their stadium representatives to create a world-class app that equals the technologically advanced stadium. The app includes immersive content for in-stadium experiences and exclusive club content for fans all over the world.
See it for yourself. Download the Official Tottenham Hotspur app below:
Sponsorship and activating commercial partnerships is changing
Toby Parkes was specifically interested in how there has been a massive shift in the way commercial partners invest. He learnt that it used to be based on impressions, however, brands are now demanding highly measurable returns on the levels of engagement for their specific demographics. Using digital, sports clubs are able to not only track success, but also increase value for sponsors by isolating desired target groups and personalising their engagement. This is great for A/B testing on their activations, and continuously improving their sponsorship offering.
Real Madrid's Chief Transformation Officer, Michael Sutherland, backed up this key point up by emphasising that the personalisation of content and bespoke offerings is essential for creating opportunities that drive new relationships with brands and partners.
The NFL’s centralised approach to technology
And finally, Finn Walsh gained unique insight from George Scott (VP & GM, Club Media Group, NFL) into how the NFL has deployed a new centralised digital approach in collaboration with Deltatre for all 32 teams in the franchise.
Additionally, they made it clear that working with non-U.S. companies can be hugely beneficial due to the best in class offering they may have.
Did we miss you at the event?
If you didn’t get the chance to speak to us at the Leaders Week Sport Business Summit 2019 simply get in touch on 0207 223 3262 or click to use the contact us form and we’ll be happy to talk