Fans have rich relationships with the sports teams in their lives, and they leave evidence of that wherever they go.
But if you cannot make a record of the right details, you will miss some of the most important things your supporters have to tell you.
The sports business has been learning for well over a decade about the importance of data. It has been a means of growing income, whether that data is created internally or used to drive up the value of sponsorship rights.
Still, in many cases, sports clubs are retaining incomplete data – which means they only have access to an incomplete picture.
Check your blind spots
Traditional data capture tools for sports clubs focus on data from transactional points of contact, especially ticket and merchandising sales, as well as likes, shares and comments on social media.
While that data is powerful and important, it clusters focus around only a handful of interactions. That leaves blind spots.
Clubs are left unaware of what their fans are doing in a whole range of contexts. Perhaps most importantly, they get only a fleeting glimpse of what captures their attention on matchdays – the point at which they are most engaged.
Picking your moment
Tiparra aims to close this gap between clubs and their fans. Our bespoke solutions open a channel through an intuitive, reliable mobile app that combines key functions like content aggregation and interactive games with ticketing and ecommerce.
By putting this app at the centre of your supporters’ relationship with their team, you can carve out a rich seam of relevant first-party data – including on game day itself. And it is in the moments beyond purchases and direct communication that you might find those insights that really catalyse your in-venue experience.
When fans use the app to fill in score predictions, vote in player of the match awards or check in on statistics, Tiparra augments that data with information about when in the matchday – or even the match – they are turning to their mobile screens. That can uncover vital details about fans’ habits as they travel around a venue but it will also help you identify those points in a match where their attention may wander.
However much we may love the sports we follow, there are lulls in every game. At Tiparra, we have worked with the likes of Super Rugby’s ACT Brumbies to connect data around app use with incidents on the field. That has helped our partner teams design important elements of their matchday programming, from the timing of calls to action to the integration of sponsor branding and messaging.
A great mobile experience should not be a distraction – but it can be there if you need a distraction. Get that right, and it can add tremendous value for your team, your partners and your fans.
