Technology / 11.12.18
Fanatics Debuts New Service
SportsBusiness Daily (11/12/18) Smith, Michael
Fanatics in October launched a service called Fantelligence to share its data analytics with sports teams and leagues so that they can better understand how to market to fans. “In a lot of the conversations we have with universities, one area we thought we could unlock was recognizing the value in data,” says Fanatics' Chris Prindiville. “It's always interesting to show athletic departments who their top-10 customers are across Fanatics, and it's always interesting to see if they recognize any of those names. These are people spending thousands of dollars on team-specific merch, so you'd think the schools would know most of those names, but they often don't.” Fantelligence was initially rolled out to Fanatics' college partners, with a launch targeting pro clubs to follow. Fantelligence will present basic customer data from Fanatics' college business—including name, address and buying history—to college partners. The schools can then pair customers off with their own fan database to identify new fans, with the goal of discovering new marketing targets mainly for selling tickets and soliciting donations. Fanatics is offering Fantelligence to partners as a no-cost service.
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Tags: Sports, News, Market Research