Elixirr and the BKT United Rugby Championship have joined forces in a move that will set a new benchmark for data partnerships in the rugby industry.
As a global challenger in business consultancy, Elixirr are now the new official data partner of the BKT URC where their impact will go far beyond game data and performance insights.
Elixirr will offer their full range of consultancy services to the league and its clubs in a business-first approach to drive stronger fan engagement to enhance the BKT URC as a whole.
Additionally, through the support of Elixirr and Oval Insights, fans, media and broadcasters will have access to new forms of statistical and insight-led content that identifies the key players and match-winning tactics from the BKT URC across every round.
Elixirr will look to support club marketing teams around the BKT URC by growing and supporting merchandise sales analytics and crowd demographics to deliver better in-bowl retail strategies and experiences. Crowd flow analysis will also ensure that stadium crowd management strategies are safer.
Throughout this partnership, Elixirr will orchestrate an ‘Innovation Think Tank’, working collaboratively with the 16 teams across the league to uncover their biggest challenges, focusing on innovation to tackle the key challenges identified.
Martin Anayi, CEO of United Rugby Championship, said: “Growth is always our key priority and innovation will always be at the heart of that ambition for the BKT URC. What is fantastic about Elixirr is that they don’t just want an association with our league, they want to go beyond that and be a key driver to the future success of the BKT URC and our clubs. In the past number of years we have made data insights a key part of how we operate our business and with Elixirr on board we can drive new growth across the league.”
Bob Skinstad, Partner at Elixirr and former South Africa captain, said: “Rugby has to embrace a business-first approach. We are thrilled to begin working alongside a like-minded innovator like the BKT United Rugby Championship. Data plays a crucial role in ensuring that fan and commercial strategies align. But data in isolation won’t deliver on ambitious goals. Through our partnership with the BKT URC we offer more meaningful insights that will have a tangible impact on fan and retail strategies.”
Stephen Newton, CEO and founder of Elixirr, states: “The BKT URC aligns perfectly with Elixirr’s driving ethos to challenge the status quo. Our team is competitive by nature, so expanding our sports arm aligns perfectly with our internal drive. With data analytics now a crucial part of the sports sector from a fan engagement and operational efficiencies perspective, we are on the front foot to help clients get the most ROI from their data.”
