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Football and Data

An exciting season has started in Danish football's Superliga and 1st division. Hopefully on the field, but also with new data and insight into what is going on in the stands. The Division Association has brought together the 24 clubs in the 3F Superliga and 1st Division to share data with the common goal of developing even better experiences for the spectators. This provides a starting point for also growing the spectator base.

The foundation is that suppliers of ticket systems to the clubs must be certified. Certification requires the ability to provide data on several parameters to the common system starting with 16 data points in the first phase, as defined by the Division Association. This is according to Esben Halding, Head of Business Development at the Division Association. Five suppliers are certified. Venue Manager is one of them.

For example, the data indicates whether a spectator is at a match for the first time, comes regularly, or is a faithful spectator that may have purchased season tickets. It can also be age and other segmentation data, depending on how much you know about the audience. The original 16 data points have already been expanded to 30 because it has been possible to collect more data. Esben Halding expects that the use of data will constantly evolve, because it is a new area for football clubs, so they are learning all the time.

The platform is built, and with the certification of the ticket providers, data is rolling in. Now it must be translated into knowledge and insight, and from there we can develop the clubs' business.

  • We should not sit in isolated silos, but learn from each other, says Esben Halding.

The first challenge has been to get all the clubs and their different systems involved. This is in place and is quite unique in Europe. The next step is that the data ingestion is stable and that the data can be validated. This is underway now as the corona restrictions are easing. They have made it difficult because data has been severely affected by the restrictions.

The platform does not do the job alone. Analysis and presentation tools have been built on top of the platform, and in the autumn the Division Association will continue to arrange courses and competence development for the clubs. They are the ones who must translate data to improve the experiences for the spectators, so it is crucial that the clubs are ready and able to handle turning data and insights into actions and development. Because the platform is common, the clubs will also be able to learn from each other.

  • Best practice in one club can be transferred to another club, says Esben Halding.

Some effects from the data collaboration that football fans will experience are more relevant communication from the teams and offers that better suit their needs and wishes. If the spectator experience can be improved, the Division Association believes this will translate to increased spectator numbers. This is naturally affected by other things, such as the game on the field and competition from other types of experiences than football, says Esben Halding, who knows that other clubs in Europe are interested to see the results of the Danish data collaboration.

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