Sports Technology

Sport and entertainment agency Gemba has been appointed by both Cricket NSW and NSW Rugby League to lead development of their data strategies to increase participation, engagement, commercial opportunities and operational efficiencies.

Gemba Head of Strategy, Data and Analytics, Mark Zucco, said that there has never been a more important time for sports and entertainment organisations to leverage their data to improve commercial outcomes. The Gemba team of strategists and data analysts will work with the NSW-based sports organisations – responsible for two of the most popular sports in the state, cricket and rugby league – to identify and execute on data-driven opportunities.

Both organisations will benefit from Gemba’s ‘Data Ignition’ approach which rapidly assesses current state and opportunities, and delivers immediate value in data-driven insights or efficiencies within a three to four week period.

Gemba Managing Director, Andrew Condon advises that the partnerships with NSW Rugby League and Cricket NSW were further proof points of Gemba’s data and analytics capabilities in the sports and entertainment arena.

Condon notes “as an agency we have evolved along with our clients as they place more emphasis on improving ROI from their data investments. COVID put added pressure on everyone and has increased the importance of getting the most from first party and third party data sources to find opportunities for growth.”

This work will build on the impressive list of clients and work that Gemba’s Data & Analytics practice continues to deliver, including ongoing clients the Melbourne Cricket Club and Parramatta Leagues Club.

Gemba is part of the Tenka Group, a group of companies and a team of professionals focussed on igniting new opportunities within the sport and entertainment industry (Tenka Group).

For those wanting to know more about Gemba’s services and expertise in data and analytics contact Mark Zucco, Head of Strategy, Data and Analytics, at markz@thegembagroup.com.

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