Major US sports franchise owner Kroenke Sports & Entertainment (KSE) is to boost its fan data analysis capabilities through the deployment of KORE Software’s data management platform.

The owner of the Denver Nuggets NBA team, NHL’s Colorado Avalanche and Colorado Rapids of the MLS has incorporated KORE’s Data Warehouse and Analytics (DWA) application as its enterprise-wide data system.

The DWA application interfaces with an organisation’s existing CRM tools, ticketing platform, point-of-sale system, and marketing automation provider.

KSE, which also owns and operates Colorado’s 18,000-capacity Pepsi Center and 18,000-capacity Dick’s Sporting Goods Park, has extended its partnership with New York-based KORE, having used its sports business applications for ticketing, fan engagement, and sponsorship business management since 2015.

“Our dependence on data has grown immensely, and we need the right tools in place to expand our Business Intelligence programme and ensure cybersecurity for our fan data,” said Jeremy Short, vice-president of business intelligence at KSE.

“KORE is a valued partner, and their ability to provide CRM, sponsorship management, and a data warehouse on a single integrated platform streamlines and simplifies our ability to work quickly and effectively.”

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KSE said its decision to upgrade its KORE subscription to include DWA was based on the fact they were looking to achieve a variety of goals, including advanced reporting, on-demand customer segmentation, and the creation of a robust data repository. They were also looking to increase fan data security.

DWA allows organisations to store and analyse large amounts of data accumulated from a wide range of sources. Its “end goal” is “improving efficiency from the discovery stage to activation”.

Todd Cusolle, president of KORE, said: “Traditional data warehouses often create more silos and bottle necks within the organisation. The data goes in, and only one or two people at an organisation can access it.

“Our approach is to aggregate the data, provide easy access across all stakeholders and business units, and connect the data directly to output platforms like CRM or marketing automation. We simplify the entire process and make it far more streamlined.”

MAIN IMAGE: Michael Tipton