Saracens F.C., the popular English rugby club and 2015 Aviva Premiership winners, have partnered with Eleven Sports Media to improve their in-stadium experience. Through this partnership, the club will install 17 screens in their stadium, Allianz Park, that will employ Eleven’s streaming services.
The partnership arose from the Saracens Business Club, an event series that they started this season for businesses to network with the rugby club. Eleven will work closely with the Business Club to provide companies that wish to advertise with more diverse opportunities to do so; there are many new partnership packages that will allow advertisers to reach fans throughout the stadium more dynamically than with simple advertising space.
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The television screens set up in the stadium will feature two of Eleven’s platforms, StadiumTV and StatZone. StadiumTV is the company’s most popular product. It features a live stream of the game, club-to-fan interaction, and live social media feeds; it is already featured in over 40 sports venues in the United Kingdom. Meanwhile, StatZone is the newest service from Eleven, and it uses live stats to create animated visuals to enhance the fan experience and promote a deeper engagement with the game.
Both parties believe that this enhanced engagement with the stadium’s screens will benefit other companies that advertise in this space.
Saracens’ C.E.O., Heath Harvey, said, “We are excited about the launch of these new products and about our new relationship with Eleven. Developing fan engagement is a key priority for the club and the StatZone and StadiumTV products provide another key stop along this journey for those enjoying the experience within the physical stadium, Allianz Park, and the virtual stadium online. The new Business Club products complement our existing partnerships and provide a great opportunity for additional companies to join the Saracens family.”
This partnership not only benefits Saracens F.C. and Eleven Sports Media, but also any other businesses that wish to advertise in Allianz Park. It is interesting to see that Eleven is working closely with the club to improve their partnership opportunities because rarely do you find such a mutually beneficial relationship between sports clubs and their sponsors. Even so, this partnership looks like it will be worth it for all parties.