SAS, the market leader in analytics, is betting on the development of the sports market and has announced a partnership with sports marketing company Elos. The objective is to include data analysis in projects linked to football clubs, sponsors, fans, e-sports, arena managers and teams of different modalities, such as volleyball, basketball, judo, athletics and others.
With the Olympic Games held in Brazil, the use of analytics in competitions gained greater visibility, especially in terms of athlete performance management. Different biometric and movement sensors made it possible to monitor, in real time, the athletes' results, identifying the performance and physical limits of each movement. In addition, teams were able to map patterns of sea currents in Guanabara Bay and cross-reference climate risks in different competitions, using data mining.
According to Rodrigo Geammal, president and founder of Elos Sports Marketing, these are just some of the examples of the importance of analytics technology in sports. With the capture and use of large volumes of data - in some cases millions of data from a football or esports club - it is possible to study trends in fan behavior and consumption, develop targeted marketing campaigns, increase efficiency in arena management and developing smart sponsorships.
The agreement reached between the two companies includes the negotiation of new contracts and the implementation of systems by Elos, while SAS provides advanced Analytics solutions, including tools for mining, visualizing and managing data in real time. The expectation is that new business will be generated in Brazil and Latin America, on three different fronts, boosting opportunities for the sports world. Are they:
Business: the objective will be to develop in-depth and predictive statistics focused on business, from the survey of player profiles for the pricing of purchase and sale contracts, analytical guidelines for smart sponsorships, personalization of marketing campaigns with fan partners, expansion and strengthening of the new segment and -sports, even other projects.
Performance: Analytical tools will allow you to monitor athletes' movements and biometrics in real time, using the data to track their performance and intelligently manage training and competitions, according to each athlete's individual needs and limits. In addition, this follow-up will make it possible to transform lives by creating means to identify new talents in the most diverse modalities of the clubs' grassroots divisions.
Management: The use of analytics will help managers of arenas, federations and clubs to look at statistics as a way to manage costs and revenues of stadiums, championships, events, teams and all the businesses involved, working in a predictive way to achieve greater results and with reduced risks.
For the Elos executive, these strategies will be applied not only to football, but to all sports in Brazil and Latin America, according to the needs of each client and market. “Sports transform the lives of people and society, create new opportunities and generate hope associated with technology, bringing power to the entire sports chain”, says Geammal. “And as a SAS dealer, we will be able to offer the most advanced analytics in the world and bring this technology giant even closer to a market that is demanding new solutions,” he adds.
According to Daniela Fontolan, Alliances Manager at SAS Brazil, SAS already has successful experiences in the North American and European sports markets, and now plans to consolidate the company as the main supplier of analytical technology for this market in Latin America. “It is a promising region that will certainly benefit from advanced analytical intelligence in generating new business and opportunities for all involved. We are confident that Elos will be a valuable partner in helping the sport embark on digital transformation,” she says.
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