Our Blog Posts

We hope you enjoy our blog posts - they demonstrate the way we think and work.

Software Procurement Process – the Winners Way

Those of us working in the sports industry know that rights owners often must operate with very lean teams – this is certainly true of national governing bodies, some international federations, clubs that sit lower down in their respective leagues, and any organisation in a niche sport. This often results in people doing more than one job or taking on tasks outside their traditional domain and, particularly when it comes to IT, you won’t find many rights owners that have Gartner’s recommended ratio of 5% of full-time employees as a percentage of total employees. This often leads to an absence...

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CRM trends that will be big for the sports industry in 2021

If you read my recent post about the history of CRM, you’ll know that I don’t like using the term CRM. This is because the acronym's meaning has evolved significantly since the mid-1990’s when it was first introduced as contact management software, to now, when we can use it to refer to the widest definition of digital transformation.  But I’m not going to let that stop me writing a post about #sportsbiz CRM trends in 2021 – I’m just going to look at the different areas that, to me, represent the different ways we apply CRM today. More, more, and...

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Learn More about CRM with our Online Course: Winning with Data

Do you: Need to upskill your team to be better prepared for our data-focussed world?Want to increase your chances of having a job for life? Want to improve your skills to secure that longed-for promotion?Need to ensure your CV stands out amongst everyone else’s applying to work in sports? If you answered yes to just one of these questions, you’ll be pleased to know I’ve got the solution for you right here as we’ve just launched our online course Winning with Data. What will you Learn? Great question! In this course, which mirrors the approach we took in our best-selling...

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Changing the Sponsorship Dialogue – Winners’ Framework to Help you Sell More Sponsorships for More Money

There’s been a lot more discussion going on about sponsorship than normal – no doubt driven by our post-lockdown concerns about how the sports industry will be impacted, and along with that, how it will affect sponsorship. First there was TwoCircles’ widely quoted piece on Sponsorship’s Digital Revolution, and more recently sponsorship stalwart Giles Morgan talking on behalf of Pumpjack Dataworks in SportsPro’s piece Sponsorship still “massively valuable” with right data, says Giles Morgan. Both pieces – and many more that have been published in between – have led me to put pen to paper and introduce you to our...

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Legacy Planning ACV (“After Coronavirus)

To quote the great Mark Ritson (and when I say “great”, I mean my absolute favourite columnist who doesn’t hesitate to say it exactly as it is) “we should not shy away from talking about customers and business in the age of coronavirus.” That’s the theme of this post – that while I love reading about all these creative ideas rights owners have come up with to beat the COVID-19 blues, from Leyton Orient’s Quaran-Team to the Utah Jazz Player Podcasts, I’m looking at these executions and wondering  why they’ve been put together with a short term view: where’s the...

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Four Challenges and Four Opportunities for CRM in Sports

Excerpt from Winning with Data – CRM and Analytics for the Business of Sports. The sports marketing industry has been around for many years. While the 1984 Los Angeles Olympics holds claim to being the first US event to generate broadcasting fees, the to-the-death arena fights of ancient Rome could also be considered a foundation to what’s now a multi-billion-dollar global business. Regardless of whether you believe the catalyst was our first formalised approach to commercialising an event, or wealthy aristocrats sponsoring gladiators, why has CRM become so important to the sports world that it now deserves its own book?...

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Delivering Sponsor Value

More Value for Sponsors = More Sales/Higher Fees Add real value to your sponsorship rights with a simple change to the way you include their brand in your email campaigns. Those of you who know me, will be aware I “cut my teeth” in the sports industry selling sponsorship. This went on for another 25 years. And those who have attended one of my workshops will have heard me say “if I’d known then what I know now, I’d have earned a lot more in commission.” After the laughter’s died down (yes my workshops are fun), I caveat that comment...

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And the award for great customer service goes to…….Schuh

Happy New Year to you – I hope you’ve had a great start to 2019. My professional new year began on January 2nd when I wrote this post based on an experience I had a week before Christmas. I’ve actually been keen to put pen to paper (or fingers to keyboard) ever since then but festive cheer, food and merriment got in the way. The reason I was so intent to get this out is because some weeks ago I read another of Paul Greenberg’s excellent ZDnet articles, Best Buy, the worst buy: Lessons from the field and online, and if you'll read on...

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Can you recover your lost email opt-ins?

Seven months on and I continue to hear of #sportsbiz rights owners who were unfortunately advised to send an “opt in” email as a result of the GDPR. These advisors (who were also working in the non-sports industry as the multiple “opt in” emails I received demonstrate) have clearly missed the point of having an opt-in in the first place – if you have to email someone to ask them to opt-in, then you didn’t have the right to email them in the first place. In case anyone reading this still believes you can email someone asking them to opt-in...

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“Tell them what you are going to tell them. Tell them. Tell them what you told them.”

Whether it’s Aristotle or Dale Carnegie you ascribe to this quote, the principle behind it is that sometimes we need a bit of repetition to really understand something. Mike Bohndiek, a leading technology, commercial and business change professional operating in the sports industry, recently reviewed my book, Winning with Data – CRM and Data Analytics for the Business of Sports, and used the above to refer to the way the chapters are broken up into an introduction, thoughts, examples and summaries. In his opinion, this approach helped make it “a good read on a plane” and “light work”.  That’s exactly the...

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