Sydney Cricket Ground Trust is developing a $10 million digital app platform that will integrate content, betting and tickets as well as collecting and tapping fan data to serve fans targeted ads. But it has looked offshore to get the work done.
The app will let fans buy tickets, watch highlights, bet on games, buy merchandise and order food from their seat at the stadium, the Financial Review reported. It makes use of fast-public wifi that has been installed at the new stadium.
The SCGT has turned to Kansas-based firm Sporting Innovation to develop the app.
The five-year, $10 million deal incorporates customer research management platform Fan 360 and Sporting Innovations’ Euphoria platform. The digital app is part of a $197 million redevelopment of the ground.
SCG Trust general manager Piers Thompson told the AFR it is also a data play. Collecting and using fans' data to improve and personalise the experience at the stadium will help counter sluggish sales and attendance at some games, he said.
Users of the app can then be served tailored deals and offers based on their own digital behaviour and preferences.
It will replicate a digital platform introduced at Kansas Soccer Club in 2011 that has led to a 156% rise in merchandise sales, 145% attendance rise and a threefold increase in corporate partner revenue.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.