ASM Global has entered into a partnership with Utah-based tech business management firm Qualtrics to create new fan experiences at live events as venues adapt to a post-pandemic environment.

As part of the deal, ASM Global will leverage Qualtrics in the creation of a proprietary system to listen to fan feedback and work to create experiences that reflect the changing habits of spectators.

Qualtrics will provide ASM Global and its partner clients and venues with industry insight into fan sentiments, needs and habits. The company’s Qualtrics XM platform is used to allow organisations to better understand what fans are thinking and feeling.

ASM Global president and chief executive, Ron Bension, said: “ASM and Qualtrics is the perfect partnership and formula to define the most holistic guest-feedback loop for us to listen, learn and optimise performance and revenues in ways never before imagined.

“Combined with our growing content investment, we continue to elevate our industry-leading standards for what we bring to our clients and venues. ASM possesses a global scale and business intelligence with unmatched operational excellence and execution on the venue level. As the world’s largest live-market event platform, this represents an amazing moment for us to deliver unparalleled brand and engagement one on one to fans in a live opportunity.

“Now, as fans are flocking back to in-person events, organisations need to adapt to changing expectations, needs and preferences in order to stay competitive in a crowded market. This new customer tracking tool will enable our venue clients to do that.”

Scott Ahlstrom, head of sports industry at Qualtrics, added: “Expectations have shifted in some exciting ways when it comes to live events, and ASM is seizing its opportunity to create an elevated experience inside and outside its world-class venues that will keep fans coming back for years to come. Staying tuned in to fans using Qualtrics will allow ASM Global to stay one step ahead and build a fan experience that meets and exceeds new expectations.”

TheStadiumBusiness recently spoke exclusively with Bension to discuss the next strategic steps for the company. In the interview, Bension spoke of ASM Global’s new “proprietary customer experience programme” that will track the customer journey at its events.

The Qualtrics deal has been announced after ASM Global earlier this week appointed Jason Oberlander as its new chief commercial officer to oversee naming-rights deals and marketing partnerships across stadiums, arenas and other venues.

Qualtrics recently teamed up with English Premier League football club Manchester City. As City’s experience management software partner, Qualtrics will provide the club with customer and employee feedback following each match at the Etihad Stadium.

Last year, Qualtrics co-founder Ryan Smith bought the Utah Jazz as part of a deal that also included the NBA team’s Vivint Arena.

Image: AO Arena, Manchester