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Sportfive strengthens data capabilities with Data Talks tie-up, builds FC Lens data platform

(Photo by Aude Alcover/Icon Sport via Getty Images)

Sportfive has strengthened its fan data capabilities by entering into a long-term partnership with Stockholm-based customer data platform provider Data Talks.

The recently-rebranded agency, which emerged out of Lagardère Sports and Entertainment’s takeover by H.I.G. Europe, will work with the data specialist to help rights-holders enhance their data management and optimise sales in retail, hospitality and sponsorship.

The two parties are already working together to develop a fan data platform for French club RC Lens, which recently secured promotion back into the French top-flight, Ligue 1.

The club will use the data platform to develop a unique profile of individual fans, examining household income, buying intent, recent purchases and sponsor affinities. It will then use this data to identify the most suitable club sponsors.

FC Lens will also use the CRM [customer relationship management] system to deliver merchandising campaigns in a target-group specific manner and to target content about the club and its partners based on fan preferences.

A statement from Sportfive said the project would draw on the local business expertise of Sportfive France and the data and technology expertise of Sportfive Germany, which is already conducting similar projects for rights-holders in Germany.

Laurent Platini, director, business development at Sportfive France said: “We are very delighted to partner with Data Talks to further strengthen Sportfive’s capabilities in data management and fan knowledge for the long-term benefits of fans, rights-holders, brands and media platforms.”

Peter Kekesi, sports vertical lead at Data Talks, added: “Keeping a personalized relationship with supporters is more important today than ever, and it is great to see a major global player dedicate themselves on this journey. We are eager to support Sportfive turning data-driven and helping with the restart after the pandemic.”