Rugby World Cup 2015’s Data and Digital Strategy to be Discussed at The Sports CRM Summit 2014

By Community | June 16, 2014

Leading Sports CRM agency, prostate  Goodform, impotent  has announced England Rugby 2015 (ER2015), tournament organisers for Rugby World Cup 2015 which will be hosted in England between September 18 and October 31 2015, as a keynote speaker at its Sports CRM Summit.

The Summit will take place on Tuesday 16th September at The International Conference Centre in Birmingham.  Delegates will hear first-hand how England Rugby 2015 has successfully used data and digital strategies to underpin the key objectives in advance of the Tournament; to increase the game’s appeal at all levels, to make it the best Rugby World Cup ever and to achieve record ticket sales. England Rugby 2015’s Marketing Manager, Zarah Al-Kudcy, will provide insights on how and why data and digital communications have been placed at the core of its strategy.

Rugby World Cup is the third largest sporting event in the world, and it will be the biggest sporting occasion that England has hosted since the Olympics. There is now less than 500 days to go until the Tournament kicks off, with the first tranche of tickets on sale to the Rugby Community through clubs in England and Wales this month. General sales will then open on September 12, 2014.

At the Summit Zarah will provide tactical insights into the engagement strategies deployed to excite fans and build momentum for the event. Her keynote will cover the digital techniques used to capture as much data about fans, from geographical location, age, gender through to behaviours and preferences such as the fan’s favourite team. She will also outline how this information is utilised to inform the ‘event experience’ and drive its ticketing pricing strategy and volunteer programme.

Zarah comments on her keynote speech, “We’re working hard to ensure that Rugby World Cup 2015 is one of Britain’s most successfully hosted sporting events and that it provides a legacy for future sporting events in our country. The Sports CRM Summit is an ideal forum to share our learnings with the sports and leisure industry as well as other event organisers. Developing a strong digital and data communications strategy has put us on the right track to achieve our goals.”

Alison Dalrymple, Managing Director of Goodform, commented, “Zarah’s keynote speech will provide inspiration to other event organisers to get serious about the benefits of unlocking the value of fan data and provide a host of tactical ideas and tips to take away from the day.”

The Sports CRM Summit is an established forum for sports industry professionals and event organisers to explore the latest CRM strategies and tactics to achieve their objectives, such as; maximising fan engagement, increasing participation levels, improving commercial processes and revenues and enhancing the customer experience.  Data management and digital optimisation strategies will also feature throughout the Summit as sports organisations continue to seek to drive value and engagement from their databases.     

This year the Summit will also focus on the customer journey and the ‘live experience’ in the digital age, exploring the tactics that sports brands can employ to engage with their audience before, during and after the event.

For more information or to book your place online visit or call 01926 458 180.  Or email Jennie Spillane, Marketing