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ASM Global has entered into a partnership with USA-based experience management firm Qualtrics to create new points of fan engagement at live events.

Aiming to enhance the fan experience in the post-pandemic environment, ASM Global will leverage Qualtrics in the creation of a proprietary system to listen to fan feedback and work to create experiences that reflect the changing habits of spectators.

Qualtrics will provide ASM Global and its partner clients and venues with industry insight into fan sentiments, needs and habits, with its Qualtrics XM platform to be used to allow better understanding of what fans are thinking and feeling.

Looking forward to working with the technology firm, ASM Global President and Chief Executive, Ron Bension stated “ASM and Qualtrics is the perfect partnership and formula to define the most holistic guest-feedback loop for us to listen, learn and optimise performance and revenues in ways never before imagined.

“Combined with our growing content investment, we continue to elevate our industry-leading standards for what we bring to our clients and venues. ASM possesses a global scale and business intelligence with unmatched operational excellence and execution on the venue level. As the world’s largest live-market event platform, this represents an amazing moment for us to deliver unparalleled brand and engagement one on one to fans in a live opportunity.

“Now, as fans are flocking back to in-person events, organisations need to adapt to changing expectations, needs and preferences in order to stay competitive in a crowded market. This new customer tracking tool will enable our venue clients to do that.”

Qualtrics’ Head of Sports Industry, Scott Ahlstrom added "expectations have shifted in some exciting ways when it comes to live events, and ASM is seizing its opportunity to create an elevated experience inside and outside its world-class venues that will keep fans coming back for years to come. Staying tuned in to fans using Qualtrics will allow ASM Global to stay one step ahead and build a fan experience that meets and exceeds new expectations.”

Earlier this week, ASM Global appointed Jason Oberlander as its new Chief Commercial Officer to oversee the company’s naming-rights deals and marketing partnerships across stadiums, arenas and other venues.

Image: The ASM Global managed Coca-Cola Arena in Dubai.

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