Fan Engagement

Formula One’s director of marketing and communications Ellie Norman tells Ben Cronin why the sport’s series of city-based Fan Festivals aim to make it more accessible to audiences and promote it beyond the confines of a Grand Prix weekend.

Ascot digs into customer data to help double hospitality revenues in five years, adopting a data-driven approach to fine dining.

Declining attendance for NFL games and other sporting events in the last several years has led to a rethink about concession prices

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.

Major League Baseball team the Miami Marlins are looking to boost their dire attendances – and reach out to the local Hispanic community – by introducing a new supporter section in which fans will be en…

The one-year anniversary of the Mercedes-Benz Stadium opening will be marked by further price reductions in food and drink concessions.

Everton director of marketing, Richard Kenyon, explains how innovative pricing and engagement with young fans have helped the Premier League club shore up ailing attendances.

The Milwaukee Buck's brand new Fiserv Forum opens on 26 August. Ben Cronin speaks to executives from the team about how the new arena and an adjoining entertainment district are designed to cater for a year-round calendar of sport, entertainment and festivals and how the inclusion of 100 residential properties will see the team transition to being a real estate company. 

US major leagues are tweaking their rules to make sure fans stay tuned in as concerns build about distracted audiences. Data is playing a critical role, with leading rights-holders employing sophisticated, data-led decision-making to make the changes.

Richard Scudamore summarised his measures of success for the Premier League in an interview in 2015: “Attendance No1. Global audience No2. That’s it. Ho

Wimbledon's long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. Ben Cronin speaks to Mick Desmond, commercial and media director for the All England Club (AELTC) and James Ralley, head of marketing, commercial and hospitality about how this strategy boosts the value of its media rights.

Wimbledon’s long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. In part three, Ben Cronin speaks to Alexandra Willis, head of communications, content & digital to investigate the grand slam's more permissive approach to activation online.

Formula One has signed a new partnership with Amazon Web Services (AWS), an agreement the motor-racing series says will open up new levels of data access to fans.

In this month's issue we cover the following: RICHARD SCUDAMORE – Looking back on his legacy AMAZON AND THE EPL – Both parties still in testing mode WIMBL

Two years ago the International Cricket Council hired data-driven sports marketing agency Two Circles help meet the rising demand that rights-holders demonstrate measurable impact against brand objectives. David Walmsley investigates how they did it.

In this month's issue we cover the following: GDPR – How rights holders are preparing for the new data privacy regulations FR