Empowering an industry to securely unlock additional revenue from existing data, and supporting brands to play a direct role in growing more active and engaged communities. AX Connect is the data collaboration platform for community sport and retail brands.
Brand investment has historically lagged in community sport, largely due to its fragmented structure. While today’s brand marketing is data-driven, community sport has struggled to provide the audience insights needed to attract and engage brand partners effectively.
Today, brands’ marketing is data-driven, but audience data is not being made available by community sports meaning brands can’t effectively reach them.
AX Connect changes that.
As the dedicated retail media network for community sport, AX Connect bridges the gap between brands and millions of active participants.
It provides the digital pathway for brands to inspire, reward and support further activity.
By being more joined up we, grow the active market together.
On average, under 1% of a sport or recreation member’s overall spend on active lifestyle retail products and services happens within the local club or facility environment.
However the ongoing data being collated by sport and recreation providers can increase the effectiveness of a brand’s digital campaigns by x5-6. Right message, right member, right time.
To date this valuable data on millions of active registered people has been unstructured and locked in siloed registration systems.
AX Connect makes these ‘active audiences’ more discoverable, and enables brands to run sponsored digital campaigns against these segmented target audiences (without the transfer of data to brands).
This means relevant brand partners can better align their paid campaigns across a range of social media platforms with the active ‘moments that matter’ of millions of participants and members.
A percentage of media spend is charged as an audience-use fee, and paid back to the data owners.
This means new revenue is injected back into community sport and recreation, who can then further grow the active market.
The data owner stays in full control of which brands can engage with their audiences at all times.
Sports may have existing sponsors, and this module unlocks additional rights value and/or this module brings new and more diverse brand sponsors into community sport.
ActiveXchange is currently piloting this initiative with a number of global brand (sponsor) partners, and a network of integrated sport partners.
Community sport has an incredible proposition. It has the audience and the loyal engagement. But because the datasets are so fragmented, its packaging is a massive barrier to entry for brands.
Andy Thwaite, ActiveXchange’s Head of Commercial & Brand Engagement explores how AX Connect is connecting membership, participation and location data into a single, privacy-safe ecosystem to give brands the reach and relevance they’ve been missing in the community sport sector.
modules
Discover optimal sports, activities and facilities to reach and activate communities
Targeted sponsorship and advertising revenue opportunities
If you’re a brand, agency or sport looking to generate additional revenue, please get in touch with our team.
