Partner Article

Connected stadiums will increase real-time fan marketing

Sports Alliance closes strategic deal with TIBCO

Real-time data infrastructure has taken a giant step closer for sports organisations with the signing of a three-year agreement that gives Sports Alliance, Europe’s leading fan marketing provider, the power of TIBCO software. Sports Alliance is set to replace its current data integration platform with TIBCO ActiveMatrix BusinessWorks®. TIBCO’s platform will change the way products are marketed in stadiums. As the platform supports real-time fan marketing applications, fans will receive welcome text messages or special offers as soon as they enter the stadium. Sports Alliance expects that more ‘Connected Stadiums’ will trigger a rapid increase of real-time marketing applications in the sports world.

Sports Alliance is a market leader in the specialised but highly visible professional sports niche market and is therefore the natural choice for a strategic partnership with TIBCO. Through this partnership, TIBCO products and services will help power the connection between Sports Alliance and its customers in the United Kingdom and the Netherlands.

The partnership between TIBCO and Sports Alliance is striking because TIBCO, as a supplier of enterprise-grade software, usually works exclusively with multinationals. The collaboration was the work of TIBCO’s agent in the sports and leisure market, Dick de Heus of HEUS Advies in the Netherlands, who also collaborates regularly with Sports Alliance.

Hans Delleman, TIBCO’s Managing Director in the Netherlands says “We chose Sports Alliance because not only does it work for 65 professional sports clubs, but primarily because Sports Alliance is uniquely positioned to make the most of our products’ real-time marketing potential. Sports Alliance already offers fan marketing services, but our software will allow them to add real-time capability to its fan marketing services. This makes Sports Alliance the perfect partner for TIBCO in the world of sport.”

“We believe that real-time data is the future of fan marketing. Developments such as ‘connected stadiums’ – the opening of the market for online betting and mobile club apps – require real-time analysis of fans’ behaviour. We are proud that a multinational like TIBCO chose us to jointly develop real-time fan marketing services. This alliance, plus our previous collaboration with Adobe Campaign means that we are ready for the real-time data future,” explains Henk-Frits Verkerk, General Manager of Sports Alliance the Netherlands.

About Sports Alliance

Sports Alliance is market leader in the United Kingdom, The Netherlands and Belgium in the field of supporter marketing services for sports clubs and leagues. Sports Alliance is well versed in marketing & IT and sells its marketing services experience. These services are specially designed for anyone that wants to stand out in club supporter and league supporter relationships. Sports Alliance works with clubs such as Feyenoord, Aston Villa FC, Tottenham Hotspur, Vitesse, ADO Den Haag and Heracles to build and maintain supporter marketing platforms. It acts as data manager, system integrator and marketing consultant.

About TIBCO

TIBCO Software Inc. is a global leader in infrastructure and business intelligence software. Whether it’s optimising inventory, cross-selling products, or averting crisis before it happens, TIBCO uniquely delivers the Two-Second Advantage—the ability to capture the right information at the right time and act on it preemptively for a competitive advantage. With a broad mix of innovative products and services, TIBCO is the strategic technology partner trusted by businesses around the world.

This was posted in Bdaily's Members' News section by TIBCO Software .