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London-based commercial advisory The Sports Consultancy (TSC) and data technology company Pumpjack Dataworks are teaming up to help drive investment in the sports and entertainment industries.
The pair are launching the Commercial Intelligence Service (CIS), which will see Pumpjack’s data insights platform integrated with TSC’s commercial optimisation and sales expertise to provide rights holders, brands and investors with data intelligence to justify investment in sports and entertainment.
Pumpjack, whose clients include the Williams Formula One team, the Dallas Mavericks basketball franchise and Inter Miami, uses a fan data platform to bring together data from multiple transactional sources and into a single unitary source.
CIS plans to help drive incremental transactional revenues whilst also generating data and consumer behavioural insights that will optimise the value of sponsorship, broadcast and hosting rights fees.
According to an official release, CIS will enable sports organisations to develop better knowledge and understanding of their fanbases, and then help them convert that into ‘tangible commercial outcomes’.
Giles Morgan, previously global head of sponsorship at HSBC and now executive vice president for Pumpjack, will join CIS as senior advisor.
“This service will enable rights holders to optimise the value of their sport for their fans and then the value of their fans for their sport by building long-term equity in their own fanbase,” said Morgan. “Knowing your fanbase is the true currency of value in the sports industry – for fans, investors, sponsors and media.”
Angus Buchanan, co-founder of TSC, added: “Recognising the commercial priorities of our clients as they rebuild revenues strongly into 2021, we believe a fan data solution that quickly enables clients to optimise fan transactional revenues whilst simultaneously creating best in class data insights to drive longer term revenue and value from sponsorship, broadcast and hosting revenues is key.
“We’re combining our team’s best in class commercial expertise with the smartest technology solution we’ve seen in the market place to provide the solution our clients need.”
