Graeme Hackland CIO at Williams Formula One, Damian Smith, Head of Information Technology at The England and Wales Cricket Board (ECB), IT Director Matthew Reynolds from Southampton Football club and sports portfolio CIO Mike Bohndiek formerly Head of IT at West Ham United.
“In cricket we capture all the data about every head strike, which goes into R&D about helmets and concussion protocols and data is turning that from an anecdotal method to a data led approach,” says Head of Information Technology at The England and Wales Cricket Board (ECB) Damian Smith.
Smith is CIO for cricket’s governing body, his peers IT Director Matthew Reynolds, from Southampton Football club, Graeme Hackland at Williams F1 team and sports portfolio CIO Mike Bohndiek are all at the forefront of ensuring sport uses data to improve safety, entertainment and performance. The CIOs, came together at the Williams F1 factory in Oxfordshire to discuss how sport needs technology to drive transformation as much as any vertical market.
When it comes to data and the rising importance of technology there is much in common between the four leading UK sports CIOs.
“We are a small club, we cannot compete financially for the top players, so we have to grow cleverly with fan engagement and money through commercial activities,” Reynolds says. Although Southampton fought hard to remain in the English Premiership, the highly lucrative championship is so competitive the IT Director is a key part of helping the club increase revenues and therefore become winners. All four CIOs describe how sport has gone through a transformation of attitude. In the recent past IT was seen as a necessary evil to keep the shop tills operating, but whether it is in the Premiership or on the global race track, technology is now part of increasing fan engagement and therefore revenue, which leads to a better performance.
“Most people are awakening to digital transformation and what that means. You are running a multi-million pound retail business, you are also running a doctors surgery, the professional game and the development of players and the match day,” says Mike Bohndiek. The former CIO of West Ham Football Club is now working in rugby, golf and two different leagues of football as all levels of the sport realise the benefits of technology and good technology leadership.
A key area of opportunity for CIOs in sport is using digital methods to connect directly with fans and increase the customer experience.
“In F1 the teams have been a bit removed from the fans and the governing body has owned that relationship. That is definitely changing, with the new ownership of F1 that has happened in the last year, which is unlocking digital channels, that allow us to put content in the hands of Williams fans,” Hackland says.
“We are now a global brand with a website with premium content that you have to register for,” Reynolds of Southampton FC says. “We now have to look at Saints globally and its new markets, which are China and India and obviously the States, so it is becoming engaged with a bigger community, not just Hampshire.”
“The more participants we have, whether it is playing the game, attending or following the game the more we have a relationship with those people and the more we understand how they follow it,” Smith says of why sport needs technologists to play a major part in developing a fan and customer relationship. “People don’t have those long stretches of time at the weekends to play cricket, so we have to find new ways of engaging with them in shorter time scales, because we are not just competing with other sports, we are competing with Xbox and mobile devices for people’s time.”
Sport relies on sponsorship for revenue to invest in the best players, venues and teams and in today’s digital environment the sponsors expect more audience value from teams, clubs and sports.
“The more participants and fans we have, the more investment we can attract from sponsors and investors and the government to invest in our game. Part of that underlying model is, if we can demonstrate to sponsors why it is more effective to sponsor our sport over others, the more we can show them what they are getting we can unlock budgets that had not previously existed.
The days of sponsorship being a bit of hospitality and signage for a city firm, those days have gone,” Smith says.
“For a F1 fan they are never going to get behind the wheel of a F1 car, but us getting data into their hands, that is what excites them,” Hackland says. Above the Williams museum we record the podcast at fans are using simulators, the team has a high end restaurant and cinema venue that fans come to on race day to be with the team as its drivers take on Spa, Monaco and Silverstone.
“With augmented reality they may be able to compete against their favourite driver at their favourite track,” Reynolds adds. The Premiership IT Director led IT for the Renault F1 team from 2006 to 2011.
Gaming and physical sport are converging too Hackland and Reynolds reveal as eSports continue to grow. Failure to recognise this could see eSports become a digital disruptor to sport.
“We have dipped our toes into it,” Hackland says. Williams has invested in games where fans can become part of a virtual F1 pit team and change the wheels. “We have experimented with driver eye view, you get that experience of being in the car.”
The greatest challenge that clubs face at the moment is making their revenue performance agnostic,” Bohndiek says of these opportunities. “There is a huge amount of revenue that goes into the on the field performance, but with attendance starting to fall, that model is falling away, so a lot of engagement work I am seeing at the moment is very much to do with getting to know the fans and the individuals and what drives them to the stadium and what does their non-match day looks like.
“Ultimately sponsors now want to know ‘who do you know that we can connect with and what is your global reach?’ That drives back down to how do you capture that data and analyse it and that is where digital transformation becomes the answer.”
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