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Leading sport and entertainment consultancy, Gemba is set to launch a Data and Insights Division and has appointed Ilmar Mutli as Head of Data and Insights.

In addition to providing world class sport and entertainment consumer research, the Data and Insights Division will offer a range of new, specialised services including providing strategic advice to sport and entertainment organisations on providing an uplift to their data and analytics capability; working  with sport and entertainment organisations to better understand their current fan base and predicting future fan behaviour through data; and working with brands to leverage their sponsorship of sport and entertainment assets through the use of their data combined with data from rights holders.

Heading up the new division is Ilmar Mutli (pictured), who joins Gemba following periods with KPMG and IBM, where he was responsible for leading large-scale data analytics projects across a range of industries. While at KPMG, Mutli co-founded the Asia Pacific Sports Analytics Conference, a forum to discuss trends and innovations across areas such as fan engagement, sports media and broadcasting, the business of sport, high performance and athlete measurement, and digital transformation.

Explaining the rationale for the launch of the new Data and Insights Division, Gemba’s Global Chief Executive and Director Rob Mills advised “Gemba has for many years been a global leader in utilising consumer insights to support the development of our clients’ sport and entertainment strategies.

“In recent years, we have increasingly been using a variety of data sources, in addition to traditional consumer insights, to provide clients with the optimal solution to their briefs. Our teams have delivered some exciting data projects for adidas China, Portland Timbers, Tennis Australia and Cricket Australia.

“The launch of this new division is a logical extension to our existing Insights offer and will allow us to provide clients with deeper advice around technology, analytics and fan engagement.”

Commenting on his decision to take on the new role with Gemba, Mutli added “I have long had a passion to explore how the sport and entertainment industry can better leverage data.

“This applies across the entire value chain of the industry - leagues, clubs, events, athletes, government, brands and stadiums. I have been fortunate to work on some innovative data and analytics projects, and look forward to applying this experience to Gemba’s clients.

“Given Gemba’s experience across the breadth of the industry in the Asia Pacific region, this role was highly attractive, and the company’s existing consumer insights program provides an exciting platform on which to build a world class data and analytics business.”

Gemba’s Data and Insights Division will launch in January 2018.

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