First-Party Data, Bigger Sponsorship: The Fan Intelligence Stack Sport Is Still Missing
Sport's sponsorship model hasn't fundamentally changed since the 1960s. The data most organisations hold about their fans isn't connected to the products those fans actually use. And the opportunity sitting inside every rights holder's fan base - worth more than most balance sheets currently reflect - is still largely untouched.
Aidan Cooney has spent 25 years trying to fix that. He co-founded Opta, the data business that transformed how sport is analysed and broadcast. He built InCrowd, a data-driven marketing services business helping sports organisations adapt for digital audiences. He…
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