Playrope Aqua-Fun, are the Australian & New Zealand exclusive distributors for Vortex Aquatic Structures International, the world leader in aquatic playgrounds and urban water landscapes.…read more
SAS provides winning analytics for Football NSW
Football NSW is using SAS analytics to help it in retaining players and finding sponsorship opportunities.
Having began working with New Zealand-based SAS Visual Analytics in 2014, the governing body for football in NSW has been able to gain a deeper understanding of its clubs, players, coaches and referees so it can enhance the value of the services it provides to them.
The driver behind this was an ongoing participation growth, with the association having 227,000 registered players, including 20,000 who play summer football, 12,500 registered coaches and 4,500 referees.
Each registration is made through the MyFootball Club portal and includes details such as name, date of birth, address and where they play football.
Football NSW Chief Executive Eddie Moore says football is about creating a positive experience for all members, commenting “gaining an in-depth understanding of our members and their involvement with the football community can help us better engage with them.”
While Football NSW had access to its comprehensive participant data, it needed a tool to analyse and provide it with insights. So it replaced the Excel spreadsheets it had been using for many years with Visual Analytics from SAS.
Since installing SAS Visual Analytics, Football NSW has already addressed an issue it had with referee churn.
Moore explains “we now know 30% of our referees are in the 12 to 16 age bracket and drop out once they become teenagers.
“(As a result) we have since introduced a marketing initiative to help combat this.”
The greater insights are also helping Football NSW attract and retain members.
Moore says previously, it would have taken months to work through the registration data and contact the players who hadn’t returned to convince them to come back, but now, he adds “if you play in a winter competition, your details are geocoded and we can let you know there is a summer competition taking place near you.”
SAS Visual Analytics also reveals where members are located against available facilities. Football NSW produces a graphical representation of this information for local councils and state and federal government representatives so they can easily see where the hotspots are.
Moore advises “we can zoom right down to postcode, street or the individual and show why investing in better lights or irrigation at the local oval will help their community as well as the players who use the facility.”
Commercial partners and sponsors are provided with a more compelling narrative as it shows them where their stores are in relation to large clusters of players or where the newest members are located.
Here Moore explains “we can pull out an iPad and show a sponsor the location of any person involved in the game, with detailed search criteria such as specific age, gender and profile.
“This helps them refine any communication they want to send to those members. For example, a new player might be offered a discount to purchase their footy boots from a sportswear shop at their local mall. This not only adds commercial value for that partner but also enhances the welcome experience for our new member.”
Moore adds that SAS Visual Analytics is also very easy to learn, continuing “you don’t need to have technical skills to be able to use it.
“Within minutes of its implementation, we were able to produce a visual representation of the analysis.”
Moore believes that SAS Visual Analytics will be part of helping football become the largest and most popular sport in the country, concluding “having this type of data available, and then being able to take it to our audience, whether it is a government official, sponsor or our own members, is very powerful.”
SAS Visual Analytics can be used by a range of sports, facilities and venues.
Click here to contact SAS Visual Analytics via their entry in the Australasian Leisure Management Supplier Directory.
Images: Bankstown City FC Under 18s competing in the PlayStation 4 FNSW NPL 2 NSW Men's competition (top) and Eddie Moore (middle).
18th May 2016 - SAS NAMED PLATINUM SPONSOR OF THE 2016 SPORTS FAN SUMMIT
8th December 2015 - FFA SURVEY SHOWS BOOM IN FOOTBALL PARTICIPATION
24th November 2015 - FOOTBALL OVERTAKES SWIMMING TO BECOME AUSTRALIA’S MOST POPULAR SPORT FOR CHILDREN
6th November 2015 - FNSW FORUM SEES LAUNCH OF FOOTBALL FACILITIES RESOURCE
4th November 2015 - SUMMER FOOTBALL SCORCHES ACROSS NSW
11th November 2014 - FOOTBALL NSW SEES WINNING FORMULA WITH VISUAL ANALYTICS
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities. Our team’s…read more
Turnstile Entry Systems and Access Control Centaman Entrance Controls’ Award Winning Range of Access Control Systems includes tripod & triarm turnstiles, speedgates, full height…read more
AQUASPIN™ - Aqua Cycling Aquaspin™’s sessions have been specially designed by our Master Trainer to be challenging yet fun group cycling sessions. Each session is tailored to…read more
Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…read more
Otium Planning Group is a contemporary sport and leisure consultancy providing services in planning, facility development, management and funding for the sport, recreation and leisure industries…read more
Rhinoplay offers playground equipment in Australia that is safe, durable, and most importantly fun! We specialise in creating unique indoor playgrounds for play centres and outdoor playgrounds for…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!