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RL club, the Parramatta Eels, have announced a new partnership with sport and entertainment agency, Gemba, to deliver a data acceleration program over three months.

The partnership comes following an initial data and strategy review audit the Eels completed with Gemba and is hoping to rapidly progress opportunities to leverage fan and member data.

Eels CEO, Jim Sarantinos, said the club is planning to be one of the leading data and analytics driven sporting organisations in Australia.

“Data is an incredibly important part of our plans for growing our organisation and fan base, engaging with members, and continuing to improve our commercial position,” Sarantinos said.

“Many successful businesses are now highly data centric, and the club has already delivered some strong outcomes in the last 12 months.

“However, we have access to a huge amount of meaningful data and we’re only in the early stages of putting it to its best use.

“Gemba produced a great report which identified a series of opportunities for the next stage of our strategy which will help steer us towards becoming one of the leading data and analytics driven organisations in Australian sport,” he said.

Gemba head of strategy and insights, Craig Roberts, said the partnership with the Eels will see a Gemba data strategy consultant be partnered with the Eels business for an initial three month period, working across all business units to engage and mobilise staff, improve data processes and capabilities within the club, and execute specific data-drive marketing and other initiatives to deliver immediate value.

“Most sports organisations recognise the potential of data, but many find it hard to know where to focus, or how to navigate through the multitude of data sources and software platforms to unlock real value,” Roberts said.

“We’re proud to partner with the Eels to help set the club up to make the most of data,” he said.