Connacht Rugby

Data for competitive advantage when considering sports sales strategy


Connacht Rugby want to create a powerful and inclusive story of rugby success, where everyone who feels a connection with Connacht can be part of and enjoy. A key cornerstone of realising this strategy and vision is having facilities to match the ambition, in particular delivering a fit for purpose stadium and high-performance centre at The Sportsground – the proud home of Connacht Rugby since 1927.

The club is currently one of the smallest in both size of internal team and the commercial revenue. This does create limitations on how the club can approach technology engagements.

The Challenges

The proposed Sportsground development will have a far-reaching impact on the club and the wider community. Creating an environment of customer engagement and data capture and utilisation will be essential to success. At present 70% of current attendees are unknown to the club. PTI have designed routes to capture more attendee data and help the club deliver an ambitious new commercial plan:

  • Sell eight new corporate boxes
  • 740 new premium seats
  • Sell up to 750 multi year season tickets
  • Increase season tickets sales to 4500
  • Increase attendee capacity to 12k
  • Sell the new conferencing facility for 320 days per year

The PTI Solution

PTI are helping Connacht Rugby evolve to fully realise their opportunity to create commercial growth through Data Monetisation strategies. Building upon the foundation the club has been able to create through clever partnerships with the local community and University, the team had already built a series of useful data dashboards to provide valuable insight on fan engagement.

PTI has delivered a full strategy outlining five key pillars and how these will combine to deliver data monetisation:

  • Data Infrastructure
  • Data Democratisation
  • Data Capture
  • Data Enrichment
  • Analysis

The project will deliver a stadium with a capacity in the region of 12,000 people.

We feel that PTI are an ideal service provider of Data Monetization solutions to Connacht Rugby. They have a team of consultants who have been there, done it, in sporting contexts so they were quickly able to speak our language and adapt to our constraints whilst delivering value. Understanding our customer data is crucial to our strategy to engage the local community and create deeper more valuable relationships.

Brian Mahoney, Head of Commercial and MarketingConnacht Rugby

What’s Next

PTI have delivered a detailed Data Monetisation strategy report outlining the key pillars to drive data monetisation. This has provided a set of recommended solutions along with a project delivery schedule.

The club are currently in the process of applying for funding to deliver an enhanced physical infrastructure at The Sportsground, comprising of a new stand development and a new build training and event space. With increased capacity comes a need to widen the sales funnel and get ahead of the curve.