Lancashire County Cricket Club and Emirates Old Trafford have signed a deal with Manchester-based The Media Octopus to bring the agency on board as the first official data and digital intelligence partner.
As part of the deal, TMO will assist in the development and progress of the club’s data strategy that will provide an enhanced understanding, engagement and nurturing of a number of different audience sectors for Lancashire CCC.
The club and venue have invested more than £60m over the past decade and is hosting all three formats of domestic cricket, an International Test Match and a One-Day international this summer, ahead of the Ashes and Cricket World Cup coming to Emirates Old Trafford in 2019.
As well as hosting some of the year’s major music events, including the One Love Manchester concert, the venue also sees the opening of a new 150-bedroom Hilton Garden Inn hotel this summer, that will build-on and enhance last year’s record £3.7m conference and events income, which saw more than 200,000 guests visit Emirates Old Trafford across more than 750 individual events.
In addition to the data insight and acquisition strategy activity within the new partnership, Emirates Old Trafford will also host a number of networking events with headline speakers from the world of sport and digital, which will provide leading edge content and discussion on the role that data has in developing and growing an organisation.
Lancashire CCC sales and marketing director Justin Hopwood (pictured, left) said: “We are delighted that TMO has agreed to become our very first official data and digital intelligence partner. This is an exciting and innovative partnership between two fast-growing organisations and we’re look forward to working closely with them in the months and years ahead.”
TMO managing director Michael Winniczuk (pictured, right) added: “TMO is delighted to enter in to what we consider to be a very special partnership, in what we understand to be the first of its type in UK sport.
“Lancashire County Cricket Club and Emirates Old Trafford are both globally iconic brands. Both are steeped in history but have also proven to us that they are innovative, ambitious and forward thinking. Everybody at The Media Octopus cannot wait to help make a significant impact to their commercial ambitions and it’s a privilege to join their family of commercial partners.”
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