Winners Blog 2019

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

“A refreshingly straight-forward take [on CRM and data intelligence] in an easy-to-consume style”

Brent Leary, an authority not just on the use of data in business, but a thought leader on voice activation and a commentator on Amazon's behemoth of a business, hit the nail on the head when he reviewed my newly-published book for the sports industry. Paul Greenberg, the "godfather of CRM" who generously provided the book's foreword (worth buying just for that) also pointed out "it reads the way you speak" with Russell Scibetti of KORE adding that it's "the perfect balance of philosophy and practicality". And this is exactly what I was aiming for when I set out to...

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CRM and data “can and must become the central platform to any sports business”

As some of you may know, I've recently written a book - Winning with Data: CRM and Analytics for the Business of Sports - to be published by Routledge in August this year. In the course of securing endorsements from academics and industry executives, Karen Earl, chairman of the European Sponsorship Association from 2007 to 2017, and head of Synergy and Karen Earl Sponsorship, generously gave her time to read a proof edition and provide me with her thoughts: "This book is a must-read, not only for sports governing bodies and clubs, but for anyone operating in the sponsorship and sports industries. Not...

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How much is your customer database worth?

A rightsholder client recently asked us how they could negotiate a sponsorship deal with a potential client who wanted to include a VIK (Value in kind) element for access to/use of his customer database. I also had a conversation last year with a gentleman involved in the sale and purchase of football clubs - he tabled a similar question about the value of a football club’s customer database. While both questions came at me from different angles - how to reduce the cash element of a sponsorship deal by providing some value-in-kind, versus how to increase the asset value of...

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The Future of Sports Broadcasting

This Future of Sorts Broadcasting post was written for the Institute of Sport and reproduced here with their permission. I first talked about this subject at a recent sports conference where “digital disruption” was the keyword so I decided to put pen to paper on the subject for my contribution to iSport. This is so that in 5 years’ time, whichever way it goes, you can come back to me and we can compare notes! The viewing habits of consumers are changing. No longer does a family of four sit in front of a TV screen, rapt with attention as the opening credits roll,...

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Football League Audiences Down – Step Forward CRM

Deloitte recently published their inimitable Annual Review of Football Finance, yet again providing us with mountains of content to read, re-read, debate, discuss and analyse. Deloitte are masters – not only of producing a high quality publication that perfectly demonstrates the quality and range of their services in this sector – but of putting a positive spin on a rather negative finding.  (But isn’t that what we want from consultants?) Case in point:  “Across the three divisions of the Football League, in 2012/13 aggregate attendances (of 15.6m, down 4%) remained above 15m for the 10th consecutive season, again demonstrating the...

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WE DON’T NEED HiPPOS – WE HAVE DATA, WE HAVE FACT

Most  sports organisations are still trying to understand how they can use CRM within their sales-focussed environments – clubs, NGBs, and events are used to thinking “sell, sell, sell” and customer service (or in this case, fan engagement) has taken a backseat for the longest time.  But things are changing – sport now has to compete for its share of attention, interest, time and disposable income – and CRM is fast-becoming an area that even the smallest property has to consider.  (In fact CRM is more important within smaller organisations – when you have fewer fans, you have to make...

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Sports Organisations: Don’t think NOW, think FUTURE – think CRM

In a world where we tend to get blind-sided with our focus on selling tickets, it was great to meet a group of sports executives who correctly identified CRM as a catalyst for the future. MESGO is an executive master’s degree in sports governance, supported by academic partners including Birkbeck London and the University of Limoges, along with sports partners including FIBA, IHF, ERA and UEFA.   The course takes a multi-disciplinary approach to professional sport and examines economic, political and legal perspectives around issues facing the global sports industry.  Last week focussed on marketing challenges and so I found myself...

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Sports Organisations: Don’t think NOW, think FUTURE – think CRM

In a world where we tend to get blind-sided with our focus on selling tickets, it was great to meet a group of sports executives who correctly identified CRM as a catalyst for the future. MESGO is an executive master’s degree in sports governance, supported by academic partners including Birkbeck London and the University of Limoges, along with sports partners including FIBA, IHF, ERA and UEFA.   The course takes a multi-disciplinary approach to professional sport and examines economic, political and legal perspectives around issues facing the global sports industry.  Last week focussed on marketing challenges and so I found myself...

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The Sports Industry: Top of the Email Marketing League?

The sports industry really leads the way when it comes to some of our off-the-field activities:  we’ve been supporting our communities for years (before CSR ever became a watchword), 70% of all sponsorship budgets are spent on sport, and regardless of which member of the Royal family gets married, it’s either the FIFA World Cup or Summer Olympics that can claim the title of “the biggest global TV audience ever”. But when it comes to traditional marketing, we have to hold our hands up and admit we don’t do it as well as other b2c, or indeed b2b, industries.  In...

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SPONSORS – SWEAT YOUR ASSETS NOT YOUR BUDGETS

There are more companies in this world who are not sponsoring sport than are sponsoring it.  That’s a fact.  But as an industry, we want to two things – 1) more companies sponsoring sport, and 2) those companies that are sponsoring, spending more on it.  Well, actually we want three – we also want them to use their sponsorships to great effect, to achieve the optimum ROI and to directly influence the growth of their business (and if we achieve that, the natural result will be that we achieve 1 and 2).  That might sound obvious because let’s face it,...

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