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PTI Digital are delighted to have been appointed by the Scottish Football Association to create and deliver a long-term, holistic Digital Transformation strategy that encompasses the entire game in Scotland, from the National Teams and Hampden Park to the grassroots.

The Scottish FA approached PTI to help build on its on-field achievements, and support its “Power of Football“ strategy, by providing a better, more personalised experience for fans of Scottish football, as well as participants in the game and visitors to Hampden, in order to enable it to deliver appropriately against the needs of the football community and realise its strategic vision, which is where PTI specialise.

The PTI approach to Digital Transformation distils an organisation’s vision into a long-term, detailed roadmap, broken down to fit with our client financial planning cycles, contractual obligations and wider strategy. The outcome is a commercial model that is not only able to capitalise fully on big event days but also to enable rightsholders to engage and deliver to the football community year-round through the provision of a better value proposition. The result is transformative, whilst broken down into manageable phases and will integrate all three layers of the PTI Digital Transformation Pyramid.

A productive start to the partnership follows PTI’s appointment by both Premiership Rugby and United Rugby Championship, the Birmingham 2022 Commonwealth Games, Hibernian Football Club and the Queen Elizabeth Olympic Park during 2022. The Scottish FA will also join OakView Group and Co-op Live, the London Stadium, NEC Group, Bristol Sport & Ashton Gate and Wasps and Coventry Building Society Arena amongst PTI’s clients.

Chris Rawlings, Commercial Director at the Scottish FA said, “Scottish football is in the ascendancy on the pitch and we saw this as the perfect time to seek to become best in class off it. The loyalty of our supporter base and the continually growing number of people playing football needs a better digital offering and we wanted to drive greater balance throughout the year by investing into this project. PTI have understood our vision and we have enjoyed working with their team as we roll out a transformative roadmap that helps us to achieve it.”

Ben Wells, Chief Commercial Officer at PTI says “We were delighted to be approached by the Scottish FA on this brief. They have one of the clearest visions for what they want to achieve that we have come across and so it’s a great opportunity to bring our respective skillsets to the partnership and help drive significant long-term value both for the Scottish FA and Scottish football more broadly. We can see huge potential for helping the Scottish FA engage better, based on a better understanding of what their supporters expect.”

PTI’s digital transformation pyramid – which unifies its three core pillars of Venue Technology, Data & Digital and Commercial Strategy – lays the foundation for the holistic digital transformation of sports and entertainment organisations and venues. It is this integrated, efficient approach which begins with strategic intent and is informed by insight and powered by the right technology infrastructure which creates significant commercial advantage over the long-term.


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