Watch: Unleashing new opportunities with data in sports

Jenny Ortiz January 19, 2025

SiGMA news

The sports industry is embracing data-driven strategies to enhance fan engagement and revenue streams. During the SiGMA Europe panel discussion titled “The Power of Data Ownership and Data Segmentation in Sports,” industry experts explored how data ownership and segmentation are shaping the future of sports.

Gabriel Monidelle, CEO of HockeyAllsvenskan, Stefan Kovach, Technology innovation and growth consultant, and Nirav Patel, CEO of Andaria highlighted innovative uses of sports data and examined the challenges associated with adopting these transformative technologies.

The power of data ownership and data segmentation in sports. (Source: 4xw.shop)

Embedded finance: Strengthening fan connections

Embedded finance is emerging as a transformative tool for sports clubs aiming to deepen their connection with fans. By integrating financial solutions directly into club apps, organisations can gather valuable data on fan behaviour. This enables precise audience segmentation and the creation of personalised experiences, fostering stronger relationships. Moreover, these initiatives eliminate the need for third-party platforms, creating seamless ecosystems that enhance fan loyalty and open new monetisation opportunities.

Bridging the gap with technology and data

Many sports organisations struggle to engage directly with their wider fan base, often relying on intermediaries like broadcasters, social media platforms, or merchandise sales. Innovations such as Web3 are helping to bridge this gap. By issuing digital assets that act as fan identifiers, clubs can collect first-party data and offer tailored content, forging stronger connections with fans on a global scale. This approach empowers clubs to move beyond traditional methods, unlocking fresh opportunities for engagement and growth.

Harnessing sports data for performance and engagement

Sports data analytics involves examining extensive datasets to derive insights that enhance player performance, refine strategies, and deepen fan engagement. As noted in a Kinexon article, these insights allow teams to make evidence-based decisions that optimise training regimens and improve overall performance. Additionally, data collected through wearable sensors, tracking devices, and historical records supports strategic initiatives, offering a comprehensive view of athletic activities and fostering informed decision-making.

Addressing challenges and embracing digital evolution

Despite its potential, the integration of data-driven solutions in sports is not without challenges. Many organisations lack the expertise and infrastructure necessary to implement modern systems effectively. Overcoming this requires educating stakeholders on the benefits of data and investing in advanced technologies. For instance, Sweden’s HockeyAllsvenskan league is leveraging digital opportunities to attract younger fans by offering flexible, bite-sized content. This digital transformation allows the league to monetise its online presence and maintain relevance in a competitive entertainment landscape.

Data is revolutionising the sports industry, unlocking new avenues for engagement and revenue generation. However, realising its full potential demands collaboration, education, and investment in cutting-edge technologies. To learn more about the future of sports data and its transformative impact, watch the full panel discussion.

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