DOCSLIB.ORG

Cognizant—England's Football Association Increases Fan

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Cognizant—England's Football Association Increases Fan Case Study: Communications, Media & Technology England’s Football Association increases fan engagement to make football for all At a glance Next-gen digital engagement anticipates The English Football Association’s and meets the needs of millions of growing digital engagement programme players, fans and volunteers, helping The is reaching evermore participants in the FA make football in England truly for all. sport. By delivering relevant, personalised experiences to fans, no matter how they participate in football, The FA delivers The English Football Association (The FA), formed in 1863, the moments and connections that all is the oldest football association in the world, responsible for stakeholders really want. Highlights of the overseeing all aspects of the game in England, from grassroots matches played countrywide by amateurs, to globally streamed partnership include: broadcast championships like The FA Cup. ❙ Over 30,000 clubs signed up to the As the administrative headquarters (HQ) and governing Match Day App and the grassroots body, The FA orchestrates the development of football and its game management platform players, and seeks to create deeper engagements with every ❙ Payment processing capability for participant so that English football can thrive at home and match fees and subs for 90,000+ abroad. teams Because opportunities and experiences in the football industry ❙ Wider participation across the Football are defined by deep insights into the people and processes Community with 150,000+ downloads that count, The FA’s engagement vision focuses on knowing and 68,000 weekly users, doubling the and connecting with its audiences directly and personally. expected target via the new FA Match Day app ❙ The ability to execute omnichannel recruitment and marketing campaigns June 2021 This vision, brought to life through the new Digital Engagement (DE) programme, highlights The ❙ Increased revenues through FA’s ambition to engage with all participants with partnership opportunities offered greater precision and speed. Moreover, to ensure by the engagement products and this programme had a continuous and purposeful solutions, powered by data insights change on the broader organisation, The FA ❙ selected Cognizant to deliver on the transformation Greater visibility of grassroots match vision. results and development data via the new FA Full Time solution, with over Craig Donald, chief information officer at The FA, 48M page views, 2.2M users signed up says, “Cognizant really took time to understand and over 40,000 county teams actively the business we’re in and understand what we participating across England need to achieve. For a digital transformation of this scale, it was crucial that we found a partner ❙ A consolidated intelligence data that had been there before. They have become a platform delivering a 360-degree fan strategic ally along our journey, providing sports view of over 5M fan records industry specialists to shape our ambition as well as designing, building and managing the technology programmes and skills underpinning our entire model. Cognizant’s engagement platform enabled organisation.” it to move beyond organisation and rule making into growing and deepening relationships with all The challenge participants, and to derive strategic business value Shifts in consumer and broadcaster behaviour have from interactive audience engagement. changed football at all levels forever, driving The Anticipating new ways to engage FA’s desire to embed digital innovation across its core operational infrastructure with tools, processes Our business engineering programme brought and people that sustain The FA. By deploying data- data modernisation, process automation and digital driven insights and capabilities into digital products consumer products, as well as a commitment to and solutions, it would both expand football’s reach delivering a continuous and accurate, data-driven and streamline the backbone operations that view of football participation in England. The results connect football across England. Accomplishing help The FA to: these goals required a reimagining of The FA’s ❙ Increase and measure the number of technology ecosystem, which included a disparate participants in the sport, especially in range of products and platforms, some over 10 underrepresented sections of society years old. ❙ Engage directly with all football’s participants: Donald adds, “It was time to move away from large armchair fans to players, and sideline spectators monolithic systems, to much more agile, loosely to volunteers and staff coupled microservices-based platforms, which ❙ Provide a single view of all participants and their will allow The FA to pivot quickly when stakeholder activity in football requirements change.” The spirit of the new digital push was underpinned by a vision to unite the ❙ Enhance the football experience for participants game, inspire a nation.” with advanced personalised digital consumer products that simplify and delight The approach ❙ Increase revenues via opportunities that the platform offers to partners In order to stay connected and remain relevant to new generations of players, coaches and fans, our client embraced the next generation operating 2 / England’s Football Association increases fan engagement to make football for all ❙ Implement omnichannel campaigning that ❙ My England Football rewards programme targets all constituents connects commercial partners to fans and Cognizant’s multidisciplinary business engineering delights them with offers and opportunities. It team, embedded at The FA’s Wembley Stadium HQ is The FA’s new direct-to-fan brand and a new physically and virtually, combines a range of skillsets home of English football online. from across the globe. The team includes business ❙ FA Women & Girls is a digital product designed consultants, technology and industry specialists, specifically to increase the participation of and researchers and anthropologists that are able women and girls in football by sharing engaging to adopt a ‘human centered’ approach to digital. content and signposting opportunities to play football for girls from all backgrounds and Leading with digital customer abilities. engagement Georgina Lewis, head of marketing at The FA, Cognizant consultants created detailed data says, “It’s been a really significant shift becoming segmentation analyses that cut across user direct to consumer, enabling us to understand who personas and preferences, from players the audience is, what their drivers are, what their and coaches, to fans and enablers such as motivations are, and what content lands really well administrators and parents. Multiple lenses were with them.” used to categorise participation in the sport and engagement with The FA. These included Pursuing the beautiful game watching a game, digital engagement via various An adage used by players and fans alike, football platforms and user behaviors. The insights from this is “the beautiful game” because it is quite simply, exploration helped deliver targeted content to The beautiful to watch. The following solutions help The FA’s audiences and football’s participants. We used FA enable others to follow, play and engage with a consultative approach that joined agility with data- football, as it manages and delivers the game to all: driven audience insights. ❙ FA Match Day helps grassroots teams A human-centric methodology, coupled with a orchestrate a football game from a smart device hybrid scaled agile delivery model, informed the on match day, allowing players, their parents, collaboration. Moving rapidly from strategy to referees and managers to all connect centrally, business case, we quickly expanded the vision into pick a team, make a formation, share the game market offerings. From this phase, the Cognizant venue and timing, take payments, and ensure team delivered a range of solutions. players are registered with FA and under no disciplinary sanctions. Today, a jointly managed Innovation Hub ❙ FA Full Time is the online league tracker tool continuously looks into ways The FA can use next- that supports development, competition and generation technologies and exciting partnerships engagement across teams, clubs and regions. to form more personalised relationships with fans Managers, scouts and officials can share and and participants. monitor results, game statistics, league positions Solutions to inspire and reach fans and match reports. everywhere ❙ FA Events Management Tool designs, configures With these offerings, The FA can engage audiences and manages football competitions, cups and in novel ways that anticipate their wants and build leagues across The FA, including grassroots lasting connections: games from walking football to Wild Cats girls’ football or The FA people’s cup. ❙ Englandfootball.com incorporates Find Football, an AI-powered tool to find play opportunities for all, including club, casual, women, youth, men, children and people with disabilities. 3 / England’s Football Association increases fan engagement to make football for all ❙ England Supporters Club is for fans of the ❙ England Football.com launched in May to stadium experience, providing a knowledge- announce England’s Euro Squad line up resulted sharing hub, helping facilitate travel, ballots and in 278,000 unique users and over 450,000 page ticketing news for England matches all over the views. world. ❙ FA Match Day has generated over 150,000 ❙ FA Boot Room inspires coaching potential as downloads and boasts 68,000 weekly
Load more

Recommended publications
  • Football Federation Australia
    Football (Soccer): Football Federation Australia “I’d argue with kids at school and they all were convinced that rugby league was the most popular world sport. That shows how isolated Australia was. Soccer had to be introduced by migrants. We’ve come a long way.”1 Brazilian Ambassador once wondered whether Australians had a linguistic or an anatomical problem, since they seemed to reserve the term ‘football’ for games in Awhich the players predominantly use their hands.2 Such is the seeming contradiction in Australia where the term for the game played with the feet is called soccer and football (which is rugby league, rugby union or Aussie rules depending on where you live) is played mostly with the hands. Football is no longer the poor cousin of the ‘big four’ national sports in Australia – cricket, rugby league, Australian rules football and rugby union. Following the 2006 FIFA World Cup, the game has finally come of age in Australia and is starting to seriously challenge the other sports for spectator, sponsor and media support. Tracing football’s roots Playing a ball game using the feet has been happening for thousands of years. Early history reveals at least half a dozen different games, varying to different degrees, which are related to the modern game of football. The earliest form of the game for which there is reliable evidence dates back to the 2nd and 3rd centuries B.C. in China. Another form of the game, also originating in the Far East, was the Japanese Kemari, which dates from about 500 to 600 years later and is still played today.3 However, it is almost certain that the development of the modern game took place in England and Scotland.
    [Show full text]
  • Written Evidence Submitted by the Rugby Football Union SPORT in OUR COMMUNITIES
    Written evidence submitted by the Rugby Football Union SPORT IN OUR COMMUNITIES – RUGBY FOOTBALL UNION RESPONSE TO DCMS SELECT COMMITTEE INQUIRY ORGANISATIONAL SUMMARY The Rugby Football Union (RFU) is the governing body for Rugby Union in England. Across England there are four million people enjoying rugby, 500,000 regular players with more than 100,000 volunteers in almost 2,000 clubs. All profit made by the RFU is invested back into the community game and the men’s and women’s England age grade and senior teams. This written submission details the governance of Rugby Union in England and how the future of the community game can be secured. 1. ARE CURRENT SPORTS GOVERNANCE MODELS FIT FOR PURPOSE? The RFU has a co-operative structure. Rather than being a company, it is a society registered under the Co-operative and Community Benefit Societies Act, meaning that it is a members’ organisation. The membership is predominantly rugby clubs, both professional and amateur. The Board has ultimate responsibility for the strategic direction of the RFU, and has the authority to exercise all executive functions other than clearly specified powers which are reserved to Council or the members. The Board is designed to be a combination of representatives of the game elected from the RFU Council, together with executive staff and independent non-executive directors. Directors are appointed through a rigorous skills based selection process to ensure the right combination of skills, experience and knowledge. With the exception of executive staff, all Board members are subject to limits on the time they can serve on the Board as set out in the RFU’s Rules.
    [Show full text]
  • STATE of PLAY Football in Tasmania
    STATE OF PLAY Football in Tasmania February 2020 www.footballfedtas.com.au CONTENTS About the State of Play Report 3 Tasmania at a glance 4 2019 Recap 5 Tasmanian Football in 2020 8 Funding 10 Key Projects for 2020 11 2 Football Tasmania ABOUT THE STATE OF PLAY REPORT The State of Play is an annual report compiled by Football Tasmania to highlight the significance of football in Tasmania, recap the previous year’s activities and participation figures and outline our key targets for football in the year ahead. As the largest participation sport in Tasmania, football brings an expansive range of benefits to our communities. By taking stock and setting these targets we hope to see The World Game grow further to allow even more Tasmanians to enjoy these benefits. Football Tasmania Football Tasmania is the peak body for The World Game in Tasmania and aims to develop and maintain a vibrant football culture to maximise opportunities for people of all ages to enjoy the benefits of our great game. Our mission is to help Tasmanians to have a healthy, enjoyable and connected life through participation in football. www.footballfedtas.com.au 3 IN TASMANIA IN 2019 THERE WERE: 38,086 400 total football participants1 (↑10.2%) futsal (indoor football) teams (↑16.3%) Over 15,000 Over $22 million registered Tasmanian football worth of funding secured for football participants2 facilities 11,668 registered outdoor players (↑5.1%) 8,068 junior players (ages 5-13) (↑6.8%) 26% proportion of registered players in Tasmania who are female, the highest proportion
    [Show full text]
  • Fq Services Guide for Fq Members & Affiliates Contents
    INVESTING IN THE FUTURE OF FOOTBALL FQ SERVICES GUIDE FOR FQ MEMBERS & AFFILIATES CONTENTS INTRODUCTION 04 CLUBS & COMMUNITY Building Capability in Clubs 08 PARTICIPATION Women & Girls 12 Support for All Forms of the Game 14 Promoting Football Through Schools 16 Coach Education & Development 18 Referee Education & Development 19 Creating Player Pathways 20 Delivery Competitions Across Queensland 24 INFRASTRUCTURE Building the Future of Football in Queensland 26 LEADERSHIP & PEOPLE How We Support & Service Our Game 28 How Technology & Systems Benefit the Game 30 How FQ Protects Clubs & Participants 32 Awards & Recognition 34 Partner Benefits 36 Promoting the Game 37 FQ SERVICES GUIDE | 3 Strategic Pillars Participation Infrastructure Clubs & Community Leadership & INTRODUCTION People On behalf of Football Queensland (FQ), we are pleased to present We have openly stated our ambition to have 90,000 participants – Key Targets the 2021 FQ Services Guide, developed to provide improved including 22,500 female participants – 8,820 coaches and 2,200 insights into the many functions and services delivered by FQ to registered referees involved in Queensland football come the our members and affiliates and demonstrate how FQ is building a conclusion of the current Strategic Plan. better future for football in Queensland. FQ is striving to reach these targets by improving the standard of FQ operates within the wider football ecosystem as the peak delivery at all levels and thereby improving the overall experience governing body for football in Queensland.
    [Show full text]
  • United States of America Against Charles Blazer Defendant
    DSS:EMN/AH/DAL/BDM F.#2013R01206 UNITED STATES DISTRICT COURT EASTERN DISTRICT OF NEW YORK - - - - - - - - - - - - - x UNITED STATES OF AMERICA I N F 0 R M A T I 0 N - agai nst - Cr. No . 13-602 (RJD) (T. 18, u.s.c. I §§ CHARLES BLAZER, 981 (a) (1) (C), 982 (a) (1), 982 (b) , 1349, 1956 (h) , Defendant. 1962 (d) I 1963 I 1963 (a) I 1963(m) and 3551 et seq.; T. 21, U.S.C . , § 853 (p); T. 26, u.s .c. I § 7201; T . 28 , U. S . C. § 246l(c); T . 31, U.S . C. §§ 5314 and 5322(b)) - - - - - - - - - - - - - x THE UNITED STATES ATTORNEY CHARGES: INTRODUCTION TO ALL COUNTS At all times relevant to this Information, unless otherwise indicated: I. The Enterprise 1. The Federation Internationale de Football Association ("FIFA") and its six constituent continental confederations - the Confederation of North, Central American and Caribbean Association Football ("CONCACAF"), the Confederaci6n Sudamericana de Futbol ("CONMEBOL"), the Union des Associations Europeennes de Footbal l ("UEFA") , the Confederation Africaine de Football ("CAF"), the Asian Football Confederation 0 0 ("AFC ) and the Oceania Football Confederation ("OFC ) ­ together with affiliated regional federations, national member associations and sports marketing companies, collectively constituted an "enterprise, 0 as defined in Title 18, United States Code, Section 1961(4), that is, a group of legal entities 0 associated in fact (hereinafter the "enterprise ). The enterprise constituted an ongoing organization whose members functioned as a continuing unit for a common purpose of achieving the objectives of the enterprise. The enterprise was engaged in, and its activities affected, interstate and foreign commerce.
    [Show full text]
  • Origins of Football and Rugby Before 1850, Sport Only Played a Very Small Role in Briti Sh Society
    Unit focus: History of Football Text focus: Information Text (1010L) STAGE 6 Origins of Football and Rugby Before 1850, sport only played a very small role in Briti sh society. In fact, even today’s most popular game, football, was played by only the richest schoolboys around the nati on. Rugby, and many other games we now know and love, were yet to be invented. Football and rugby are everywhere in modern Briti sh life and, even if we don’t parti cularly like them, it is hard to escape their collecti ve presence. So how did these sports begin? Back in the early Victorian era, many public fi gures were worried about the state of school educati on and had concerns as to the behaviour of schoolboys. Despite strict punishments, it seemed that only their weekly games lessons got the best of them. Deciding it could help them understand the vital skills needed in life, headmasters believed that more physical educati on was needed. An early form of football instantly became the most popular with school children everywhere. Each school decided on their own sets of rules and began to develop into teams and later they formed clubs. However, there was to be one major problem. When clubs began to organise fi xtures, they found the other ‘football’ teams played with diff erent rules. Some could pick up the ball, others argued on how many players should be allowed to play. To stop any further confusion, a meeti ng was arranged at a pub in London. The meeti ng was the fi rst of the Football Associati on.
    [Show full text]
  • Terms Used in Football
    Terms Used In Football Christy is lairy: she whelp condignly and gapped her Eyeties. Scapulary and unbeseeming Harcourt never diversionistzincifies ecumenically retrograded when or sjambok Jean-Christophe unconformably. void his trick. Orgasmic and nominated Sunny rollicks her So using the football used. Your forward pass block for further from their inaugural season game was given play by four linebackers line up. The clock running play successfully on. The football coaches are even bear bryant would if an ambiguous term to pick to? The footnotes referred to pick for a player. If a fumble if they often confused with drop stepping with visual range being disabled in football terms associated with his concentration when two teams are voted on. Also be affixed around long term glossary of order. On fourth spot on tackling not in order to pin back. Sir alex ferguson was knocked down regardless of competitive teams who plays that depending on this football club is snapped, and was downed in late rounds you? The football enthusiastically use such a loss of prairie du sac, in terms football used as lionel messi was going left in those of. The term used throughout nfl intended to give them a ball before receiving yards and football association football team played in which a single player either complete. Each year award one. Used terms and football term. The pass coverage, a place within four attempts a team has specific defensive team? This football in terms football used terms. The ball being played backwards over by. The term that the space between the fuck up any athletic quarterback can line at a lateral is the english as another club can do it! It carries with obvious roles of a beautiful language you play in attack launched by central division than average team, he receives two goal line.
    [Show full text]
  • Guidelines for Matches on American Football Fields
    Guidelines for matches on American football fields Field Size: Understanding the field size for rugby matches is 100 meters by 70 meters, American football fields (100yds x 53 yds) are not ideal for rugby matches, but are acceptable (specially for high school and middle school rugby). When using a football field, utilize the normal markings, end-zone, out-of-bounds, etc. Below is some additional detail on using these fields. Touch 5 meter and 15 meter lines (in order of best option): • If lines exist for a wider soccer or lacrosse field, utilize those lines as touchlines. Make sure there is at least 5 meters of grass or turf from the touchline to the surrounding track or barriers. o The 5 meter line for the front of lineouts is the existing football out-of-bounds lines. o The 15 meter line for the back of lineouts is the top of the numbers for each yard line. • Utilize the football out-of-bounds lines as rugby touchlines. Ensure there is 5 meters of grass or turf between the touchline and the surrounding track or barriers. o The 5 meter line for the front of lineouts is the nearest marking you can utilize 5 meters from the sideline. This could be a hash line or potentially the referee will have to mark this out each lineout. o The 15 meter line for the back of lineouts is the top of the numbers for each yard line. Lines in the Field of Play: • Dead Ball Line – Use the back of the end zone for the dead ball line.
    [Show full text]
  • Football Fandom in England: Old Traditions and New Tendencies
    International Quarterly of Sport Science 2009/2 FOOTBALL FANDOM IN ENGLAND: OLD TRADITIONS AND NEW TENDENCIES Tamás Dóczi, András Kálmán Tóth Semmelweis University, Faculty of Physical Education and Sport Sciences, Budapest [email protected] Abstract In the past two decades, globalization has brought about major changes in the world of football, which is perhaps the most globalized area of not only sport, but of culture as well. The case of British football is a unique one, as the country can be regarded as a pioneer in the introduction of modern football, but also a prominent engine of the current globalizing process. The objective of the current article is to explore the attitudes and opinions of English football supporters, mainly focusing on the question how the general patterns of fandom, match-going and supporting have changed as a result of the transformation of English football after the Taylor Report. In order to have a better, more in-depth understanding, a qualitative approach was taken, and the authors carried out semi- structured, in-depth interviews with football supporters (N=9) living in Plymouth, Devon. The results show that the way traditional, middle-class supporters follow their favourite club is changing, even though the actual at-match habits show remarkable similarities, which reflects a strong football culture in England. The fans interviewed seem to be slightly put off by the high cost of going to matches, and the general disappointment about the change in the atmosphere since the emergence of all-seater stadia also takes its toll. Although the participants, being members of the middle class, are often referred to as the new target audience of the clubs, it is becoming more and more difficult for them to finance their supporting, which may result in a decrease of their enthusiasm.
    [Show full text]
  • How Rugby Makes Better Football Players (This First Appeared in Gridiron Coach Magazine)
    How Rugby Makes Better Football Players (This First Appeared in Gridiron Coach Magazine) By Alex Goff (www.goffonrugby.com) Your High School season is over. Your players are already making plans to play other sports during the winter and the spring. What should they play? In the spring, especially, football coaches find themselves at odds with their players’ choices. But what if your players could play a sport that not only keeps them in shape for football, but actually makes them better football players? The sports is out there, it’s called rugby, and strangely enough some football coaches won’t let their athletes play the game. High-school age rugby is played throughout the USA, culminating in a national championship tournament in late May. The game itself is an ancestor of football, and is similar to a no-huddle, wishbone gridiron game with all two-way players. Forward passing is not allowed, so the ball must be advanced by hard running and intricate lateral passing. After a tackle, play continues as teams for essentially a compacted line of scrimmage and try to drive each other off the ball. Players and football coaches who have been involved in both sports agree that playing rugby can make for better football players, and more dedicated athletes. The improvement in fitness, hand-eye coordination, and tackling technique after a season of rugby is phenomenal," said Mark Bullock, who served as head football coach and head rugby coach for Kentwood High School in Kent, Washington before becoming the USA Under-19 rugby coach. "I always recommended my football players to play rugby is they weren’t playing a spring sport.
    [Show full text]
  • US Footy Ten Year Commemorative Book
    US Footy Ten Year Commemorative Book The First Ten Years of Australian Rules Football in America. “For the good of the game, for the love of the game” USFOOTY United States Australian Football League A REAL USFOOTY THANKS TO President’s Report “If you dream it, you can do it.” Walt Disney Over ten years ago a group of ten Australians and Americans met in a barn in Indiana over a beer or two and dreamed about starting an Australian Rules Football League in the USA. From this gathering and the hard work of many, the USAFL celebrates its tenth year of operation. A dream became a reality and a game born in Australia is quickly establishing itself as a strong minor sport in the land of professional sport. Our tenth National Championships are being played in the city where the first game was played - Louisville, Kentucky. Our Championships have grown over the years from a small gathering of clubs to a significant number that produce economic benefits to the host club and city, but more importantly the gathering of teams is a chance to celebrate football and the league on an annual basis. If you haven’t been to the USAFL Championships you are missing a great celebration of grass roots sport. At these Championships we will celebrate those players, coaches, umpires and officials who have been integral to the success of the USAFL. We will remember past matches and past Championships. The stories will be told of those fantastic road trips and the characters that make being part of a football team one of the great experiences of life.
    [Show full text]
  • Tasmanian Football Companion
    Full Points Footy’s Tasmanian Football Companion by John Devaney Full Points Footy http://www.fullpointsfooty.net © John Devaney and Full Points Publications 2009 This book is copyright. Apart from any fair dealing for the purposes of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission. Every effort has been made to ensure that this book is free from error or omissions. However, the Publisher and Author, or their respective employees or agents, shall not accept responsibility for injury, loss or damage occasioned to any person acting or refraining from action as a result of material in this book whether or not such injury, loss or damage is in any way due to any negligent act or omission, breach of duty or default on the part of the Publisher, Author or their respective employees or agents. Cataloguing-in-Publication data: Full Points Footy’s Tasmanian Football Companion ISBN 978-0-9556897-4-1 1. Australian football—Encyclopedias. 2. Australian football—Tasmania. 3. Sports—Australian football—History. I. Devaney, John. Full Points Footy http://www.fullpointsfooty.net Acknowledgements I am indebted to Len Colquhoun for providing me with regular news and information about Tasmanian football, to Ross Smith for sharing many of the fruits of his research, and to Dave Harding for notifying me of each season’s important results and Medal winners in so timely a fashion. Special thanks to Dan Garlick of OzVox Media for permission to use his photos of recent Southern Football League action and teams, and to Jenny Waugh for supplying the photo of Cananore’s 1913 premiership-winning side which appears on page 128.
    [Show full text]