Up your game

Technology and design thinking to
transform your sports enterprise


The fusion of design, strategy, technology and data to improve fan engagement, team performance, and venue optimization.

IBM Sports and Entertainment Solutions


The fusion of design, strategy, technology and data

Turn fans into loyal customers.

Your digital/mobile/social platform could be the first experience a sports consumer has with your Enterprise. Make it meaningful and personalized!  Empower your Enterprise with the IT services and solutions to communicate directly with your consumer base and bring your desired brand experience to life.

Sports, Entertainment & Fan Experience Practice

Create and crystallize your fan or guest consumer engagement vision across all, or parts, of the ecosystem of your enterprise with the consumer’s expectations at the core. We recognize the venue is one of many touch points and one of many activation opportunities within your ecosystem. There are two components of the solution:

  • Fan/Guest Experience Design Strategy will create or crystallize your fan / guest consumer engagement vision across all, or parts, of the ecosystem of your enterpise with the consumer’s expectations at the core. We recognize the venue is one of many touch points and one of many activation opportunities within your ecosystem. We take into account time (game day, non-game day, off-season); proximity (at-venue, out of venue - out of home, out of venue - in-home); and relationship (fan, identified fan, engaged fan, customer, loyal customer, extremely loyal customer).
  • IBM Sports Enterprise 360/365 can help you create a single view of the sports consumer as they interact with a variety of owned and third party content, and business lines that are part of your enterprise ecosystem giving you a 360 degree view. IBM Sports Enterprise 360/365 can integrate a variety of structured and unstructured data to engage your sports consumers in a personalized way that measures, drives, and rewards loyalty through a single view of the fan. IBM Sports Enterprise 360/365 leverages advanced analytics techniques to gather deeper insight on fan preferences and behaviors through sources such as social media, thus, more effectively targeting customers and increasing ROI on offers and driving fan loyalty.

IBM Watson APIs

IBM Watson APIs help power a service that offers live event media aggregation "as a service" through its proprietary media geofencing engine. Watson APIs - Personality Insights, Sentiment Analysis and Keyword Extraction - bring sophisticated, actionable data to clients in order to monitor fans' reactions across multiple social channels in a single, integrated view during live events to improve decision making around shows, merchandise, and other marketing initiatives.

  • IBM Fan Insight: predictive analytics SaaS based solution that tracks fan attitudes, behavior trends, and psychographic characteristics that allow sports enterprises to provide fans with experiences that feel tailored towards their specific traits and desires. The solution produces targeted campaign lists for specific fan segments to improve the effectiveness of marketing campaigns.
  • IBM Presence Insights: transform fan and employee experiences through mobile, wearables and other intelligent location based technologies. Location data is aggregated, cleansed and made actionable across multiple sensing infrastructures (WI-FI, BLE, RFID, video, etc.), saving time, resources, investment protection, while giving sports enterprises opportunities to increase revenue with actionable location data about their opt-in customers.
  • IBM MobileFirst Platform: set of modular mobile services with a cloud first delivery model enabling clients to enhance and rapidly integrate their apps securely to the enterprise. Sports enterprises can create APIs rapidly to facilitate access to data and services, engage users using location data in real-time, apply analytics to understand performance and capture user feedback, and manage multiple apps throughout each lifecycle stage using an agile dev ops process. Also available with the IBM MobileFirst Platform are accelerators like the IBM Ready App for Venues.
  • IBM's Marketing Cloud: power the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data, providing analytical insights and automating relevant cross-channel interactions. IBM Marketing Cloud is built on the Silverpop Engage digital marketing platform. IMC is a cloud-based automation solution that offers email marketing, lead management, and behavioral marketing automation.
  • Identity and Access security, Application security: safeguard mobile, cloud and social access for fans and deploy secure web and mobile applications that can be downloaded in the stadium.

Optimize your venue infrastructure and operations for connectivity and efficiency.

Manage your business more efficiently to drive bottom line profit and top-line revenue. Design, build and manage the network that operates and monitors your venue 365 days a year and creates the in-venue connectivity your fans demand.

NextGen Campus Network Services

Build a simplified network that can deliver pervasive connectivity in and around the venue and provides scalable bandwidth required for today's cloud, mobile, analytics and security applications and smooth business operations at the speed and intensity today's fans demand. Converged fiber networks utilizing PON and DAS technologies allow the full range of IT, communications and building services to operate over the same shared infrastructure. That means one network for everything from wired and wireless voice, video and data to security surveillance, IPTV, digital signage, access control, BMS and lighting. All at a 30-50% lower CAPEX and OPEX.

Fan/Guest Experience Design Strategy

Create or crystallize your fan / guest consumer engagement vision across all, or parts, of the ecosystem of your enterprise with the consumer’s expectations at the core. We recognize the venue is one of many touch points and one of many activation opportunities within your ecosystem. We take into account time (game day, non-game day, off-season); proximity (at-venue, out of venue - out of home, out of venue - in-home); and relationship (fan, identified fan, engaged fan, customer, loyal customer, extremely loyal customer).

Crowd Tracker

A cloud-based solution developed by IBM Research known as IBM Social Media Analytics in Real Time (S.M.A.R.T.), which runs on IBM WebSphere Application Server software, CrowdTracker analyzes and visualizes the Twitter stream in real time for any topic of interest. The core components of the underlying technology include sentiment analysis, topic clustering, word correlation and geocoding, which, together with an intuitive, interactive dashboard, provide the ability to make sense of what is being said on Twitter - as it’s being said. The solution also displays a “Selfie Zones” locator and a view of the most popular Instagram locations, Twitter statistics and sample photos shared across the solution.

Building Management Center

Mine and aggregate data across the data sources of your enterprise, so you can capitalize on new insights to manage operational, energy and space efficiencies within and across facilities. This helps align facilities to business outcomes with system-wide efficiencies that optimize asset performance and reduce operational risk. Optimizing energy use and operations drives down costs, improves facility performance and makes buildings more sustainable. By increasing visibility into operations and resource use, the solution can help make venues more productive, safe and supportive of the enterprise mission.

IBM® Intelligent Operations Center

Manage the venue environment, incidents and emergencies with a solution that delivers operational insights. It provides one backbone spanning all operations, while maintaining the system security and application integrity across the enterprise, and externally to adjacent enterprises that stadiums need to interact with (e.g. city government, law enforcement, vendors, transportation, etc). It offers integrated data visualization, near real-time collaboration and deep analytics to help venue owners enhance the ongoing efficiency of operations, plan for growth and coordinate and manage response efforts.

Security Intelligence, Security Operations Consulting and Managed Services, Data protection

Gain visibility and continuously monitor all aspects of security using security intelligence and analytics; protect valuable assets critical to the success of the team and operations.

Private cloud infrastructure on SoftLayer

Build, manage and control your own private cloud hosted on dedicated, high-performance bare metal servers.

Accelerate team performance on and off the playing field to surface success.

Business solutions to optimize performance of internal departments and team players to more efficiently drive bottom line profit and top-line revenue

IBM Sports Insights Central

Delivered by IBM Interactive Experience, IBM Sports Insights Central is a completely customized, first-of-a-kind cognitive solution and interactive room that puts a comprehensive view of data, such as player information and team/league statistics, at your fingertips through an interactive conference table-top and curved wall.

Thousands of critical decisions are made each season to build your team, by partnering with IBM iX you can be sure that you have considered and picked the best possible players during the draft, free-agent periods and trade deadlines.

Watson technologies

Watson technologies are available as a growing portfolio of APIs for language, speech vision and data services that can be embedded into applications and solutions relevant to team performance. For example: To improve player health and safety related to concussive and sub-concussive impacts in sports, IBM's Watson Personality Insights can analyze sentiment and infer social characteristics to better respond to user inquiries and help make more intelligent recommendations regarding head impact incidence, response, treatments and return to play decisions. A monitor tracks the force and frequency of head impacts during play and delivers that information to the sidelines in real-time.

Sports Enterprise 360 / 365

Create a single view of the your sports consumer as he/she interacts with owned and third party content and business lines that are part of your enterprise ecosystem. The solution integrates a variety of structured and unstructured data sources and systems (legacy, new and 3rd party) to engage sports consumers in a personalized way that measures, drives, and rewards loyalty.

IBM Fan Insight (Analytics)

SaaS based predictive analytics solution that tracks fan attitudes, behavior trends, and psychographic characteristics that allow you to provide fans with experiences that feel tailored towards their specific traits and desires. The solution produces targeted campaign lists for specific fan segments to improve the effectiveness of marketing campaigns.

IBM Presence Insights

Transform fan and employee experiences through mobile, wearables and other intelligent location based technologies. Location data is aggregated, cleansed and made actionable across multiple sensing infrastructures (WI-FI, BLE, RFID, video, etc.) saving time, resources and investment protection, while giving you opportunities to increase revenue with actionable location data about customer opt-ins.

IBM MobileFirst Platform

The Platform is a set of modular mobile services with a cloud first delivery model enabling you to enhance and rapidly integrate your apps securely to the enterprise. Sports enterprises can create APIs rapidly to facilitate access to data and services, engage users using location data in real-time, apply analytics to understand performance and capture user feedback, and manage multiple apps throughout each lifecycle stage using an agile dev ops process. Also available are accelerators like the IBM Ready App for venues that enhances ability to deliver personalized content, messaging and offers when users are inside the venue.

Identity and Access security, Mobile and Application Security, Cloud security

Safeguard mobile, cloud and social access for team personnel with authentication solutions; provide end-to-end mobile security to manage devices, applications and content; and safely deploy cloud services.

Dive deeper


Kickstart the next great stadium or venue

IBM Sports and Entertainment Consortium

A first-of-its kind ecosystem that combines IBM networking services with member organizations that are recognized leaders in their fields – construction and design, infrastructure and telecommunications in sports, entertainment and venue design – and who are collectively now working with more than 250 of the world's top venues.

The sports consortium offers clients integrated capability to drive growth and profit across all sports enterprise businesses.


Founding members of the consortium, include:

Architecture and Design: HOK

Construction and Design: AECOM, Whiting Turner

Infrastructure Technology & Software: Anixter, Brocade, Commscope, Corning, Juniper Networks, Nokia, Ruckus Wireless, Schneider Electric, Tellabs, Ucopia, Zebra Technologies, YinzCam (IPTV), Zhone

Communications Solutions Providers: AT&T, Verizon Enterprise Solutions, Level 3, Zayo

Fan Experience Consulting & Data Management Integration: BLUEROCK Sports and Entertainment, IBM

IBM Sports and Entertainment Fan Experience Practice

Engagement strategy, business strategy, venue design visioning, infrastructure redesign and mobile digital commerce to make your fans' experiences the best in the business. That's the focus of IBM's newest practice focusing on fan experience.

We take it from vision to reality without losing the importance of time, proximity and relationship.

The practice is part of the world's largest hybrid agency and consultancy, IBM Interactive Experience and extends the mobile and web experience we have amassed with sports properties including The Masters and the tennis Grand Slam events   Wimbledon, US Open, Australian Open and French Open.

Meet Jim Rushton, Sports and Entertainment Practice Leader

Jim has more than 20 years of experience building successful enterprises that span local sports media, local sports teams and live event enterprise.

Jim helped establish WEEI as one of the most successful all-sports radio stations in the US. As Chief Revenue Officer, Senior VP of Tickets, Corporate Partnerships and Integrated Media for the Miami Dolphins and Sun Life Stadium, Jim was responsible for all revenues as well as all audio, video and text media distribution. After leaving the Dolphins in 2013, Jim worked with the San Diego Padres and the Boston Celtics on revenue activation strategy projects, setting vision, establishing strategy and executing flawlessly.

Check out the latest: IBM Sports Insights Central

A fully integrated space with touch screens and touch tables to review team/player/stats/trends, collaborate and make player decisions.

Discover the potential.

Compelling facts and figures about fans, customers and what's at stake.

Understand the game plan.

Times and fans have changed. Sports enterprises haven't. Whether inspiring growth in an existing business, updating an old venue infrastructure, or designing a new stadium, you need three pillars for a winning game plan.

Contact IBM

Contact IBM