Gloucester Rugby is seeking to enhance match day experiences for 250,000 fans, by investing in new, state-of-the art technology, with the help of Cheltenham-based technology firm, Emerge Digital.
With the sports and entertainment industry rapidly digitising, the rugby club recognises not only a need to keep up with current trends, but also the opportunity to offer more personalised, direct communications with its supporter base.
A recent report revealed that revenues fell short of operating costs for all Rugby Premiership clubs, while fan attendances were down slightly on the year before. This highlights the need for evolution within the sport, a fact which Gloucester Rugby is keen to address, particularly through digital advancement.
Having previously relied on a dated, legacy IT system which was unable to integrate with new, emerging technologies, Gloucester Rugby has modernised its digital infrastructure under the guidance of Emerge Digital. These investments include the installation of a new, high-tech, highly resilient Cisco Meraki network that gives the club massive opportunities for the expansion of its IP requirements, scaling in line with the club’s technology needs, as well as new security solutions, all of which will improve the club’s IT resiliency and capability.
The new network will support the Club’s vision to move into a more data-led approach, better serving its supporters both in the stadium and outside, through personalised offerings and improved efficiencies.
In the next three to five years, the club will also look to explore technology such as Internet Protocol (IP) TVs installed in all hospitality boxes and lounges, Internet of Things (IoT) implementation, and internal data analytics systems which would allow Gloucester Rugby to tailor its services and optimise individual visitor experiences.
Nigel Church, CEO of Emerge Digital, said: “As a long-time fan of Gloucester Rugby and season ticket holder, it’s a pleasure to be working so closely with the club to create a significantly enhanced digital infrastructure, helping to support its continued development. The world of sport is changing, and we need to change with it. Sport, as with many other sectors, has seen a huge shift towards digitised ways of working, and it’s critical that teams no longer just compete on the field, but also across their entire infrastructure. This is business critical to the rugby club.
“The need for technology within sport and the desire from fans to be engaged by clubs all year round isn’t likely to slow down. Gloucester Rugby recognise the potential impact both regionally and within the sport, and we’re delighted to be helping them implement technology in a well-considered and strategic manner.” Alex Brown, CEO of Gloucester Rugby, said: “Since the pandemic we have seen a rising demand for digitally enabled services to become a part of our matchday experiences. We know that there is an appetite from the fanbase for more technology-driven experience, and the recent implementations from Emerge Digital have given us some of the tools to deliver this, as part of our digital ambitions.”
