Just as sports fans have become experts on their favorite teams, those teams have needed to become experts on their fans.
Thanks to Umbel, fans are no longer lumped into two categories, die-hards and casuals. With the ability to collect and combine data about what makes fans unique in the form of brand preferences, ticketing data, demographics, and more, sports teams can now break down their audience into a myriad of segments.
“It is a fundamental need to become experts on your fans,” said Mike Malo, Umbel’s vice president of business development and a nearly 20-year veteran of several professional sports franchises, including the NBA’s San Antonio Spurs, MLS’s Columbus Crew and NFL’s Philadelphia Eagles.