Data to become sports’ competitive advantage in attracting sponsors

June 24, 2017 1:14

Data is becoming critical to the fan experience and provides a competitive advantage for brands, sponsors and sports clubs says Simon Farrant, Perform Group’s VP of content and corporate marketing.

Sam Brennan of Nine Entertainment and Simon Farrant of Perform Group at Mumbrella Sports Marketing Summit

Simon Farrant (R) talking to Nine’s Sam Brennan at Mumbrella’s Sports Marketing Summit

“Sports data has become a really crucial part of the way we consume sport,” said Farrant as devices ranging from GPS trackers being worn by players through to movement detectors and smart stadium technologies collect huge amounts of information on events.“It’s become part of rights discussions, it’s become part of broadcast discussions, part of content strategy and the technology continues to evolve,” he said.

Carmaker Audi’s sponsorship of the US Major League Soccer is a good example of how brands and sponsors can use data, Farrant believes.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

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