Fans have expectations for their game-day experiences, whether they are attending the game or watching from outside of the arena. InCrowd, a technology led sports marketing company, has created a way to help teams deliver those expectations through the use of technology with the intentions of bringing a fan closer to the team they are passionate about. CEO Aidan Cooney spoke with us to explain how InCrowd can enhance the fan experience.
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Since its inception, InCrowd has transformed from its original iteration. At first, Sussex University was creating a software as a government funded initiative. The Sussex Innovation Centre, the university’s computer science department, was designing a secure method of connectivity in disaster recovery situations. In order to effectively test this software, the engineers needed a location that had two specific features: the capacity to house large crowds and poor connectivity. Conveniently, across the street from Sussex University is Falmer Stadium (home to Brighton and Hove Albion Football Club)— an ideal testing location. Cooney explained how the test was “extremely successful and the idea for solving connectivity in stadia was born.”
Starting as Tribehive and rebranding as InCrowd this past summer, the focus was always on creating a sports-based software. “Tribehive was just the application based connectivity solution and now, [as InCrowd], we are a full service technology led sports marketing company,” Cooney explained.
InCrowd built club applications based on the proprietary TribeHive Connect software. Cooney clarified that InCrowd’s technology is only the software and does not require any additional hardware to be installed. The software network links all phones with InCrowd’s application in the stadium together to collectively boost connectivity. The connection created by the software dramatically improves access to data— including both 4G or WiFi by sharing any available connectivity between InCrowd users. “Each fan with the app installed carries around part of the connectivity solution in their pocket so when they come together they can get connected; regardless of whether they are at home or away. It also boosts existing WiFi installs, helping to make your current investment go further,” Cooey explained.
InCrowd seeks to improve the fan’s experience by creating a platform for interacting with a team, “We use the smart-phone as a device for a fan to be able to participate directly by expressing their feelings or view and ultimately by having their say.” Cooney further clarified how fans are able to get closer to teams by using InCrowd, “Through our connectivity we connect the fans by encouraging them to participate in the action whether it by voting for your favourite player, favourite moment or playing a game on behalf of your favourite player on the big screens along with all of his/her other fans vs another player’s fans. By enabling participation we are deepening engagement, this bringing fans closer to each other and to their team.”
Through InCrowd fans are given accessibility and a new perspective on sporting events. For example, with the application fans are directly connected with the big screens for games, votes, quizzes, and predictions. Fans can also use InCrowd to stay updated with team news and scores from a live game. Live press conferences are featured, as well as game-day radio feeds.
Additionally, InCrowd’s capabilities not only appeal to fans, but to teams as well. InCrowd can provide teams the opportunity of having a direct relationship with their fan-base. Not only does InCrowd “gauge a reaction directly from the seat principally, although it also extends to the bar stool and the sofa,” Cooney said–– reaching a team’s connectivity to fans outside of the arena. With InCrowd, teams are able to give fans outside of the arena a unique experience that brings them closer to each game. Cooney described how teams can find a software like InCrowd valuable. “These insights are valuable both to the club and the brands that partner with teams in order to tap into the passion of their fans.”
EXTREMELY proud to be nominated for the @SportIndustry Cutting Edge Sport Award! #BTSIA https://t.co/07mxSQiiyA pic.twitter.com/tp2630hUxk
— InCrowd (@InCrowd_Sports) February 5, 2016
Cooney believes that InCrowd has the ability to make sports more profitable by improving the way a team markets itself to fans. InCrowd not only gives fans a direct way to interact with teams they are passionate about, but gives fans a forum to connect with other members of their team’s fan-base. It provides a unique opportunity for fans to participate in the game day experience, from both in and outside of the arena. And with InCrowd fans can interact between game days, ramping up their excitement and anticipation for upcoming games. Overall, Cooney says that InCrowd can “deliver fans greater experiences and build more profitable business for teams as a result.”