Brands & Sponsorship, Future Trends, Governance & Commercial Growth, Partnerships, Sponsorship, Sport Business | Nov 26, 2021

This edition of Leaders Live – our topical sport business discussion show delivered in partnership with Infront X – is a CRM special, as we investigate the ways in which fan data is being compiled, organised and used by sports organisations – what’s working and what’s not.

We have a viewpoint from either side of the Atlantic. Russell Scibetti, Vice President, Strategy & Business Intelligence, at the New York Giants, offers up an NFL team perspective on managing fan data and effective messaging, and Alison Crowe, Director of Data and Digital at the England & Wales Cricket Board, joins us to explain what the organisation is doing with the data gathered during this summer’s The Hundred.

On the conversational agenda:

  • What does a great CRM system look like – what it should tell you and how it can be used most effectively
  • What you need be wary of when collecting and interpreting fan data
  • What personalisation means in practice
  • Inspiration inside or outside of sport when it comes to organising, managing and making good on fan fata



Hosted by Leaders Head of Content David Cushnan and Content Producer Cameron MacDonald. The next edition will be broadcast live on LinkedIn and Twitter on Wednesday 15 December at 15.00 GMT.

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