Launching a new league: The blueprint for tech-driven sports (SPT210)
The Future of Data in Sports
captech Overview
captech is a national consulting firm that works across various sectors, primarily in the United States.
They specialize in Greenfield complex technology, custom development projects, and modernization work across data technology, design, product, and more.
They are a values-oriented, culture-driven, and delivery-first organization.
They have experience working in the sports and media entertainment industry, primarily with sports leagues, rights holders, teams, media companies, sports marketers, and sports technology firms.
Role of Data in Sports
Competition data: Scoring, attributes of play, and conditions on the field of play. Accuracy and timeliness are crucial for real-time usage.
Fan data: Individual fan engagement and following of sports, teams, and players. This data can be used to personalize the fan experience.
Operations data: Event details, such as time remaining, weather, and traffic, which can inform the fan experience.
Captech focuses on leveraging data to enhance the fan experience and expand the product of sport, rather than just improving on-field performance.
Competition Data
Competition data has been around for a long time, but the availability of real-time data has enabled the growth of digital products, gaming, and sports betting.
This data has also influenced the way stories are told on TV, with the inclusion of next-gen stats and multi-casts.
New revenue sources and sponsor opportunities have emerged from the use of competition data.
Fan Data
Historically, sports leagues were multiple steps away from the fans, but now they are focusing on developing direct-to-consumer relationships and engagement opportunities.
Examples include the NBA ID and the personalized fan experience at venues like SoFi Stadium, which use fan data to enhance the experience.
The goal is to transform the fan experience from being just a fan on game day to being a fan 365 days a year, across all touchpoints.
Disruptions and Opportunities
Disruptions are on the horizon, with media rights being retained, league-owned and operated TV networks and platforms, and private equity flowing into sports.
These disruptions are driving the need for data and new monetization opportunities.
Key areas of opportunity:
New competition formats (e.g., TGL)
Personalized fan experiences
B2B use of fan data and fandom
Increased demand for data and profiles from marketing partners
TGL - A New Data-Driven Sport
TGL is a new team golf format launched in partnership with the PGA Tour, featuring six teams of 24 PGA Tour players.
It is played indoors on virtual, data-rich courses, with a real-life green zone for the final shots.
The format includes team scoring, a shot clock, and strategic elements like the "hammer" (a points multiplier).
The entire experience is built on an event-driven architecture and a data-rich platform, leveraging AWS and enabling various data-driven features and experiences.
PGA Championship Fan Engagement
The PGA of America invested in a new app infrastructure with enhanced capabilities for notifications, geofencing, and location tracking.
They mapped out personalized journeys for different fan personas, triggering contextual messages and notifications based on the fan's location and other data.
This resulted in a significant increase in open rates, re-engagement, and partner message optimization.
The Future of Data in Sports
Prediction: Data rights will overcome the value of media rights in the future, as the relationship between the two becomes more inversed.
Captech's framework for working with data in sports includes:
Modernizing data and technology platforms
Effective data rights management
Creating new products and business model innovation
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