Data counts as city firm helps sports clubs make gains off the field of play

Data is increasingly king for top sports clubs as teams make ever-increasing use of analysis and statistics to maximise the performances of their star players on the field.

- by Harriet Sutton

Now Leeds firm Art of Cloud is playing a leading role in helping the nation's sporting giants make gains off-the-pitch through the improved use of data to increase revenue.

The business is a consultancy specialising in the Salesforce CRM (customer relationship management) platform and has been working with the likes of Tottenham Hotspur, Everton and Crystal Palace in the football world, along with Leicester Tigers and Northampton Saints in rugby union and the LIV Golf organisation.

While Art of Cloud also works with many other clients outside of the sporting world, it is pushing forward its ambitions in that area through the recent hiring of Daniela Forsyth as a Strategic Consultant.

Daniela, who has previously worked in senior commercial roles for the likes of Wasps, Leicester Tigers and Warwickshire CCC, says sports organisations are increasingly waking up to the commercial potential of better understanding and organising their data to reach supporters and sponsors-albeit not always at the same pace.