Euroleague Basketball works with baresquare to improve online engagement of fans

Jul 27, 2016 by Euroleague.net Print
Euroleague Basketball works with baresquare to improve online engagement of fans

Euroleague Basketball is pleased to announce its collaboration with digital analytics company baresquare to deliver behavioural insight and evaluate online activity during the 2015-16 Turkish Airlines EuroLeague season as well as the 2016 Turkish Airlines EuroLeague Final Four held in Berlin, Germany. The insight gained will help to drive fan engagement throughout the EuroLeague season, by giving fans more of what they crave, content.

Initial results prove that the Euroleague Basketball online audience has grown significantly over the last five years, far outstripping global trends in the online sports market. Key drivers have been the new website and other exclusive digital platforms such as Euroleague Mobile.

Social engagement has grown 37% year on year, mainly due to an optimized social channel mix: Euroleague Basketball has used a dedicated strategy for each social media channel when delivering exclusive content and contextual experiences.

Fans have shown that their interest in the sport goes far beyond watching a live game, on court. Euroleague Basketball’s detailed documentary series presented by Turkish Airlines gave fans the chance to get a glimpse of some of the EuroLeague stars in their private life, such as Dimitris Diamantidis, Sergio Llull, the Pesic family and Zeljko Obradovic, accumulating more than 600,000 YouTube views.

“We are very excited to be on board with the Euroleague Basketball project”, comments baresquare founder and CEO Georgios Grigoriadis. " Data fuels strategy, insight based on data provides evidence that certain combinations of online activities can drive business improvement. Often we discover compelling data stories that go beyond a standard business use, especially for the sports industry. We are pleased to be able to apply our knowledge and experience to Euroleague Basketball by providing analysis on consumer behaviour and satisfaction. We love making data worthwhile.”

"Being able to track how our fans consume their favourite content helps us to improve the quality of what we deliver every season as we find more ways to engage with them on a daily basis”, Euroleague Basketball Brand and Communication Director Alex Ferrer Kristjansson said. “The data is available but only by applying the proper methods of analysis can we extract useful conclusions and insight that will lead us to create new and innovative content for our fans. The experience that baresquare brings, with both their technology and consultancy will definitely help us reach our objectives.”

The Final Four coverage was innovative thanks to a newly developed strategy with IMG, a global leader in sports, fashion and media, which joined forces with Euroleague Basketball to set up a revolutionary joint venture from the 2016-17 season onwards. The Final Four strategy was focused on live streaming events and behind-the-scene, exclusive content. It had a strong digital presence with over 1.5 billion impressions on Twitter during the event, using the dedicated #F4GLORY hashtag to penetrate the market.

Euroleague Basketball and baresquare plan to collaborate throughout the coming season in order to improve fan engagement across all online disciplines, further building on success with Euroleague Basketball and its partner brands.

About baresquare:

baresquare provides solutions for data-savvy organizations that want to improve their online customer experience. Services include: data collection, reporting and analysis; delivery of actionable insight that enables decision-making and leads to customer journey optimization.

baresquare’s proprietary cloud technology, Vittle, powers analytics automation and collaboration based on the most innovative enterprise-level analytics platforms, such as Adobe Analytics, Google Analytics Premium, and Oracle Eloqua. Vittle releases analysts from the hassle and grind of working with big data sets and complex data structures.

Find more details about baresquare at http://www.baresquare.com

Follow baresquare on Facebook and on LinkedIn

About Euroleague Basketball:

A global leader in sports management, Euroleague Basketball develops and organizes elite competitions, sporting events, corporate social responsibility programs and educational initiatives. Founded in 2000 under a breakthrough private organizational model for European professional team sports, Euroleague Basketball manages the continent's two premier men's basketball competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup, as well the sport's premier under-18 showcase, the ADIDAS NEXT GENERATION TOURNAMENT. Both the men's and junior European champions are crowned each spring at world basketball’s signature weekend event, the Turkish Airlines EuroLeague Final Four. For aspirants to careers in sports management, the Euroleague Basketball Institute offers the expertise of industry leaders through seminars, clinics, summits and a certified master's degree program. Most recently, Euroleague Basketball launched the groundbreaking corporate social responsibility program One Team, which unites 32 of its own clubs and world-renowned partners to support at-risk communities in 14 countries through grass-roots activities that have reached more than 10,000 participants to date.

Find more details about Euroleague Basketball at http://www.euroleague.net/

Follow EuroLeague at Facebook and on Twitter.