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British & Irish Lions engage with fans via cloud platform

Fans of the British & Irish Lions rugby team are being offered more ways to digitally engage with the team while it is on tour in New Zealand

The British & Irish Lions management is using a cloud-based platform to enable fans to engage with the team during its current tour of New Zealand.

Through Thunderhead’s cloud-based ONE Engagement Hub, the team’s management will be able to better understand what fans want through a single view of all fan engagement. Personalised content is then provided to fans via their preferred channel following analysis of behaviour.

EY, which is a partner of the British & Irish Lions, selected Thunderhead ONE partly because it is simple to use and integrates easily with existing systems.

“Fans are the lifeblood of sport and it’s more important than ever to create an outstanding fan experience,” said Thunderhead CEO Glen Manchester. “The British & Irish Lions are a unique and culturally important institution. Using the platform, they can deepen the relationships they have with their loyal fans, easily deliver what’s interesting to them and join up the overall fan experience.”

Technology is increasingly being used in sport to better engage with fans and generate revenues beyond traditional channels such as ticket sales. Fans are customers, which sports teams depend on.

For example, Newcastle United Football Club, known for its loyal support, is using data analysis technology and services to understand its supporters better and make more targeted offers to them.

The club’s marketing department is using software to improve off-field engagement with fans.

With the average home match at St James’ Park attracting 50,000 supporters, and thousands more fans following the team around the country, the club has invested in Qlik Sense data analysis software from Qlik to help it understand their demands.

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