Data ownership reshapes sports for a new era of fan engagement

David Gravel November 14, 2024

SiGMA news

The AIBC Stage at SiGMA Europe 2024 witnessed an electrifying panel discussion that brought together some of the sharpest minds in the sports and tech industries to explore the evolving role of data ownership and segmentation in sports. Orchestrated by Samir Ceric, the CEO of Blocksport, this conversation was an inspiring testament to the boundless potential of data when it’s wielded with both innovation and respect for the fan experience.

Joined by Stefan Kovich, a tech growth consultant and Web3 pioneer, Gabrielle Monidelle, the CEO of Sweden’s HockeyAllsvenskan league, and Nirav Patel, CEO of Andaria, this panel captured the collective power and future promise of data within the sports world. They delved into the topic, highlighting the unique challenges and immense possibilities it presents. They also emphasised the potential of data to create a more personal connection between fans and their teams.

Shifting landscapes

The session began by discussing recent changes in the sports world, especially those that happened during the pandemic. This included the shift from physical arenas to virtual ones, and new ways for fans to engage. The panel described the industry’s four foundational pillars: ticketing, sponsorships, food and beverages, and merchandise. And how these revenue streams are now being interwoven with digital enhancements. Yet, as the conversation revealed, the industry is facing a profound challenge in meeting the changing expectations of new generations. Gen Z, especially, craves a tailored, dynamic experience; they want sports on demand, personalised, and adapted to their unique consumption patterns, in stark contrast to the traditional “watch the whole game” model.

For sports organisations, the shift is daunting but necessary. The real key, the panellists agreed, lies in harnessing data not as raw statistics but as a rich tapestry of insights into fan preferences, behaviours, and expectations. The aim is to bridge the gap between fan expectations and club offerings by leveraging data to create a digital fan experience that matches the excitement of a live game.

Unlocking loyalty through payments and personalisation

One of the most captivating ideas emerged around the role of payments in shaping a more personal connection with fans. Rather than simply facilitating transactions, payment data can serve as a “conduit,” revealing a wealth of individualised insights that allow clubs to respond directly to fan’s desires. As the panel collectively described, it’s a matter of harnessing loyalty not just through merchandise discounts but through unique, immersive experiences that reflect a fan’s connection with their club.

Imagine a digital wallet embedded within a sports club’s app, tracking purchases and creating an individualised profile for each fan. This technology opens the door to new loyalty rewards, such as a chance to ride the team bus to an away game or access exclusive content. Such experiences drive deeper connections, nurturing loyalty in ways that transcend traditional discounts. The power of personalisation, the panel insisted, is not just a nice-to-have but an essential step toward the next generation of fan engagement.

Creating a new era of fandom

The panel discussed the impact of Web3 in a world becoming more reliant on digital ownership. They highlighted how decentralised assets and digital identities are ushering in a new era of fandom. Imagine a sports world where fans can hold unique digital assets tied to their favourite teams, assets that grant access to exclusive events and act as tokens of community membership. These assets wouldn’t just be mementoes; they would be living connections to the club and its community, building relationships among fans and connecting them with a shared digital identity.

However, achieving this vision is not without challenges. The panel touched on the “massive education piece” needed to bring sports organisations up to speed with Web3 systems. Many clubs, they acknowledged, are still on the cusp of understanding how Web3 can enhance fan engagement, lacking the in-house knowledge to handle these complex systems. The panel’s message was clear: education must be at the forefront if sports organisations hope to harness Web3 to its full potential.

Bridging the digital divide

The conversation then moved to the differences between the American and European sports landscapes, especially regarding organisational structures and IP rights. US sports leagues have centralised structures, with clear-cut organisation and efficient decision-making processes. European leagues, on the other hand, often navigate a web of organisational setups, making digital adoption a slower, more complex endeavour. Yet, as the panel pointed out, this complexity also offers opportunities for growth and collaboration, provided that clubs invest in both education and technology.

In Europe, the need for unified education on digital tools and data literacy remains urgent. Some leagues, like ice hockey, are inherently stats-driven, but many clubs still need to grasp the full potential of data for long-term strategic planning. Building this foundational knowledge, the panel noted, is a key step toward empowering clubs to leverage data ownership as a central asset in their operations.

Fan engagement redefined

As the discussion unfolded, one thing became clear: simplicity is paramount. Data collection and segmentation, though complex at the backend, should be invisible to the fan. What fans care about is a seamless, personalised experience which makes them feel recognised and valued. The panel painted a vivid picture of this ideal, describing scenarios where fans receive tailored messages that enhance their game-day experience. Imagine arriving at a stadium and receiving a message directing you to a specific concession stand offering a discount on your favourite items. An effortless way to increase engagement and create new revenue opportunities for clubs.

This approach, they explained, drives loyalty in ways that are organic and memorable, creating a seamless journey that keeps fans coming back for more. By using data as the architect of these experiences, clubs can deepen their relationships with fans, turning each interaction into a moment of connection.

The power of experimentation

In their closing thoughts, the panellists urged sports organisations to embrace experimentation. In a world where consumer expectations and technologies are in constant flux, small steps can yield big results. The key is to start somewhere. To test, to learn, to adapt. Experimentation, they suggested, is the bridge between ambition and reality, the method by which clubs can refine their approach to data and fan engagement over time.

The panel highlighted the natural synergy between the sports and iGaming industries. They suggested that sports clubs could look to iGaming’s sophisticated data practices as a blueprint for their own segmentation and engagement efforts. Loyalty and community drive both industries, making data a strategic asset and a common ground for sharing and applying insights.

The session concluded with a clear and inspiring vision: a future where data is central to sports, forging deep connections between fans and clubs. The panel left the audience with a united call to action. To reimagine data not as a tool for clubs alone but as a bridge to the fans they serve.