Australian Rugby Union dives into data in new deal with sports marketing group Perform

ARU-234x209The Australian Rugby Union has inked a deal to tap into the data generated by players during games to driver deeper fan engagement with the sport through apps and social media.

The ARU will work with digital sports content and  media group, Perform, and its data decision, Opta, to harvest data which will then be used to develop content for all of the ARU’s websites, mobile apps and social media work.

Opta will also give the ARU access to its global rugby database which includes international match data, the Rugby Sevens World Series and all major domestic leagues around the world.

Under the new arrangement, fans can access a wide range of live statistics related to matches in a move Australian Rugby Union (ARU) hopes will build even closer engagement with the sport.

Ben Whitaker, high performance manager with the ARU, said the partnership would benefit fans and coaches.

“We can track and analyse player performance around the world and with the Wallabies about to commence their 2016 campaign and the Rugby Sevens competing for the first time at the Olympics in Rio this year, our coaching team and players will be well equipped for this exciting international competition,” Whitaker said.

The data will also be used to create new opportunities for sponsors to tap into the fans’ passion for the sport.

Simon Canning

Sports Marketing


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