Sports Innovation Lab is a data-based platform intended to spotlight and measure fan engagement and support. The algorithms allow the team to gauge which teams have a better probability of accelerating fanfare. Hockey Hall of Fame member and Co-Founder/CEO Angela Ruggiero invested in a team of knowledge analysts who’ve been crunching the numbers for the past five years on fan analytics. Ruggiero included a private message contained in the report.
“The sports world is changing, the Fluid Fan™ is here, and for sports to proceed to succeed, we’d like to lean into discomfort and innovate.”
Head of Innovation Abe Stein and team created three metrics to calculate rankings – revenue diversification, technology enablement and organizational agility.
- Revenue Diversification (RD) – A statistical measure of how teams are broadening fan scope and driving revenue through alternative channels.
- Technology Enablement (TE) – A statistical measure of the strength of association between teams and fan-centric technologies that enable critical fan behaviors, equivalent to Learn, Buy, Bet, and Create.
- Organization Agility (OA) – A statistical measure of how team front offices are organized and staffed, and the way they incorporate data and business intelligence into the operations.
Seattle scored style points having easily-accessible and fascinating fan content, together with “having a Diversity, Equity & Inclusion team with distinct roles.” The report praises the Seahawks ownership group noting its “expansive resources have also allowed for pioneering in multiple fields.”
The Seahawks have taken possibilities in innovation to not only expand the 12 fanbase, but to be a resource to its encompassing communities. In December, the Seahawks pledged $500,000 to the creation of the Youth Achievement Center, a hub for housing and resources which will probably be situated in South Seattle. That month, the team also received approval from the NFL to create latest marketing and philanthropic opportunities in Canada in partnership with the league’s International Home Marketing Area (IMHA) Initiative.
“Innovation is so native to this city and region, and our organizational focus is to reflect that in how we construct the fan experience and the way we show up on this community,” said Seahawks VP of Marketing and Community Engagement Jeff Richards. “Connecting the 12s with our players, our brand and other 12s in meaningful ways at Lumen Field, in the neighborhood all year long and thru a wide range of digital experiences is what we’re focused on daily. The team at Sports Innovation Lab has found a really unusual strategy to quantify that progressive spirit and we’re proud to be recognized in this manner.”