CW+ Premium Content/Computer Weekly

The Premier League is all about exciting experiences on the pitch. For Alexandra Willis, director of digital media and audience development at the organisation that runs top-level club football in England, the priority is to establish data-enabled experiences that keep fans just as engaged and entertained off the pitch. She recognises the scale of the challenge. “The Premier League is one of the most compelling sporting products there is,” she says. “We’re so privileged to stage this amazing quality of football on a week-in, week-out basis. What’s fascinating is that the product continues to grow in its appeal to fans around the world.” Estimates suggest there are 1.8 billion Premier League fans globally. In her role with the organisation, Willis, who has accumulated significant experience in sports digital marketing during her career, is using data and artificial intelligence (AI) models to deliver personalised experiences to this worldwide audience. Formerly a journalist, Willis moved into sports marketing in 2012 when she ...