With the help of SAP’s software, the League will implement a new system to collect, analyze and manage big data. The project begins immediately. The KHL is ready to deploy a sophisticated new system incorporating the SAP Marketing Cloud and SAP Analytics Cloud solutions, plus the SAP Cloud Platform, within the unified SAP HANA database.
The SAP Marketing Cloud consolidates and enriches data gathered from varied sources: the KHL’s official site and mobile app, ticketing services, other websites and online forums, social networks (Facebook, Twitter, Instagram and Vkontakte), and fan profiles. A combined fan profile will bring together all the information about how individual supporters interact with the game: purchases of season tickets, single-game tickets, merchandise; watching games in the arena or via streaming services; activity on social networks and involvement in loyalty programs.
The marketing teams within the KHL and its member clubs can take advantage of a flexible segmentation system that uses big data, transaction information and geolocation data in real time. The system opens up the possibility of an interactive dialog with fans through the most effective channels, making it possible to enter into productive communications even with anonymous followers. It also offers new ways to monitor the effectiveness of marketing campaigns and the development of a relationship with supporters. This use of big data will enable our clubs to deliver smart marketing and thus improve their commercial performance.
By the start of the 2021-22 season the partnership between the KHL and SAP plans to introduce new tools to work with our statistics. This system, which will be developed on the foundations of the SAP Cloud Platform, makes it possible to instantly aggregate vast quantities of data and generate instant responses to complex statistical questions. Season by season, the accumulated data will be processed by the SAP Cloud Platform and then visualized in the form of user-friendly graphics, tables and summaries. Fans, the media, coaches, sports analysts and experts, and sponsors will receive detailed analytical breakdowns using multiple statistical indicators.
The SAP HANA platform will also be used by the KHL to automate the create of a playing schedule for each season. The complex process of drawing up a workable schedule for regular season games will be much faster, while taking into account a far greater number of factors than before. In the event of an unexpected disruption to the program, it will be possible to quickly generate an updated calendar.
Dmitry Chernyshenko, KHL President:
“We are delighted that the family of KHL partners continues to grow. As a world leader in software development, SAP will greatly enhance the technological opportunities available to the KHL. Our combined efforts will focus on three areas: marketing, sports stats and scheduling games. The KHL is the first sports league in the world to create a unified CRM system and a unified profile of individuals who follow our sport. In Russian sport there is no comparable technological partnership in these areas.”
Hartmut Thomsen, President Central & Eastern Europe, SAP:
“Technology has changed the established order of our lives: our experiences, the way we interact with the wider world, our personal habits. The sports industry is also affected by these changes. The digital transformation of sport offers a huge range of opportunities for athletes, teams and fans all over the world.”