Live entertainment, ticketing and technology company TEG will use its analytics business, Ovation, to merge fan data across a number of topics for Cricket Australia as part of a new wide-ranging partnership.

Australia’s cricket governing body will be able to access data across ticketing, membership, merchandise and participation to create an understanding of engagement and purchasing behaviour, as well as grassroots involvement in cricket. 

Ovation has built a data platform that will connect with Cricket Australia, with the first stage being delivered in time for the men’s Ashes Series this Christmas and the Big Bash League (BBL). 

Geoff Jones, chief executive of TEG, said: “TEG has invested many millions of dollars in our data analytics and data science capabilities over a decade to create Ovation, and we are thrilled at this partnership, which is a terrific example of Ovation’s deep capabilities.” 

Working in tandem with Cricket Australia’s digital ecosystem, the new customer data platform will measure fan engagement anonymously through multiple touchpoints – whether an individual attends a match, purchases merchandise, becomes a BBL member or participates with a community club. 

Ovation will combine the anonymous data with TEG-owned Ticketek’s 16 million authenticated users to build a more complete picture of cricket fans and their habits, enabling optimal digital interactions. 

Cricket Australia chief executive Nick Hockley said: “This is an enormous exciting collaboration, furthering our mission to make cricket a sport for all Australians. By connecting the digital interactions of our fans and participants as they engage with our sport, we can understand and meet their needs, improve their experience and provide a seamless user journey. 

“We look forward to working with TEG’s Ticketek and Ovation on this game-changing partnership.”

Andrew Reid, general manager of Ovation, added: “The new data platform will deliver on our mission to increase revenues for cricket, generate new fans and get people along to see the game who have yet to experience the magic of live cricket. 

“It represents the holy grail of higher engagement across all channels and between us we can sell more tickets, increase fan spend on merchandise and foster greater participation in cricket at the grass-roots level.”

Image: Marcus Wallis on Unsplash