Leading sport and entertainment consultancy Gemba is set to launch a data and insights division, and has appointed Ilmar Mutli to lead it.
The new division will offer a range of specialised services including:
- providing strategic advice to sport and entertainment organisations about building technology solutions to capture and leverage their data;
- working with sport and entertainment organisations to better understand their current fan base and predicting future fan behaviour through data; and
- working with brands to leverage their sponsorship of sport and entertainment assets through the use of their data combined with data from rights holders.
Heading up the new division is Ilmar Mutli, who joins Gemba following periods with KPMG and IBM, where he was responsible for leading large-scale data analytics projects across a range of industries.
While at KPMG, Mutli co-founded the Asia Pacific Sports Analytics Conference, a forum to discuss trends and innovations across areas such as fan engagement, sports media and broadcasting, the business of sport, high performance and athlete measurement, and digital transformation.
Gemba’s global CEO and director, Rob Mills (main picture), said the company has increasingly been using a variety of data sources, in addition to traditional consumer insights, to provide clients with solutions to their briefs in recent years.
“The launch of this new division is a logical extension to our existing insights offer, and will allow us to provide clients with deeper advice around technology, analytics and fan engagement,” he said.
Commenting on his new role, Mutli said: “I have long had a passion to explore how the sport and entertainment industry can better leverage data. This applies across the entire value chain of the industry – leagues, clubs, events, athletes, government, brands and stadiums.
“I have been fortunate to work on some innovative data and analytics projects, and look forward to applying this experience to Gemba’s clients.
“Given Gemba’s experience across the breadth of the industry in the Asia-Pacific region, this role was highly attractive, and the company’s existing consumer insights program provides an exciting platform on which to build a world-class data and analytics business.”
Gemba’s data and insights division will launch in January 2018.