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.
A deep-dive into how rugby union’s Newcastle Falcons used a new CRM and corresponding data-driven approach to marketing communications as a means of reinvigorating its attendances.
The Football Association of Finland adopted a data-driven approach to increasing player numbers and growing commercial revenue as part of its participation in the Uefa GROW development programme. In this extended report, David Walmsley looks at the way it tried to achieve these objectives.