The RBS Six Nations is often promoted as Giants going head to head on the field of play.  In 2013 the same analogy might be drawn about the companies involved in sponsorship of data.
Accenture is the official technology partner of the RBS Six Nations.  The company came on board last year and provides the data analysis that drives the official mobile app and appears on screen during broadcast of matches on RTE, the BBC and in France and Italy.
Before this season’s Championship though the English RFU announced a deal of their own to bring in IBM as a data partner, in much the same way as the company operates already with the All England Tennis Championships at Wimbledon.
English Rugby’s ‘going it alone’ approach is not a first but there is little impact on the relationship with Accenture.
“We use our relationship with the RBS Six Nations to showcase the capacity we have in data analytics and other areas in ways that connect with customers on a personal level.” said Peter Thomas, UK and Ireland Marketing Director for Accenture speaking yesterday to Sport for Business.
“Our coverage extends to all the teams and all the games thus providing a rich solution for rugby fans at this most important time of the year.”
“We have stepped up our involvement this year and have already seen more downloads of the app on the first weekend than we did in the whole of last season.  We developed for Android and Kindle Fire this season, adding to the iPhone version from year one and have also rolled out in France and Italy.”
“Every sector and business is looking to mobile as the most important driver of commerce and our relationship with rugby is a great way to demonstrate how we are at the heart of making that work.”
“Sport is a rich data environment and is a great way to introduce people to the power that analysis can yield.  Business is often dealing in ‘big data’ which contains trillions of data points but the contained analysis of events in a rugby match is like a window on what is possible.”
“Providers of data like Prozone and Opta provide the raw material and the business intelligence we provide gives real time analytics that can use the past to predict the future.”
“In 2013 we have made that real time data available in snapshot format through the @AccentureRugby twitter account.”
“We are able to send out factoids, little nuggets of information, that really bring the game and individual performances to life.”
“Last Saturday we could say that Sean O’Brien had made 23 tackles, 12 more than any single Welsh player; and that Rory Best had missed only 4% of his 181 tackles since 2007.”
“This information is very popular with fans and management and Accenture is seen as a company with the power to provide it.”
“It is a fascinating time to be involved in sport.  The second screen experience has yet to fully play out in terms of fan behaviour but we look forward to being at the heart of the debate between sponsors, rights holders broadcasters and fans over the coming years as the sporting experience changes and develops.”
Accenture is activating it’s relationship with the RBS Six Nations by hosting a Technology Showcase for customers in Dublin this evening with Martin Johnston and Keith Wood.  Sport for Business will be there and will report on what emerges in tomorrow’s Daily Digest.
See how Ulster Bank are making their sponsorship of this seasons RBS Six Nations work best for them.
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