The strategy challenge
The most powerful force shaping the sports technology market was the desire to create ever more intimate relationships between sports, media and betting organisations and their customers – ‘fan engagement’!
To capture this commercial opportunity, Sportradar (a leading sports technology company) needed to develop a fan engagement strategy that linked partner requirements across verticals, consumer needs and Sportradar products and services.
This required creating a single cohesive view of WHAT they offered (products/propositions), HOW they will win (core capabilities), and WHO they should serve (strategic customers and their evolving needs), both now and 3-5 years out.
The impact
- This strategy acted as a shared source of truth of the client’s core fan engagement offer, helping stakeholders immediately increase the impact of their client conversations in Q4
- Captured a clear view of their complex combinations of products and service capabilities, and identified which will need to be invested in to maintain and increase competitive advantage and customer relevance.
- Went on to inform what products to develop to educate and meet different customer’s and partner’s priority needs to deliver true fan engagement.
