InCrowd: Sport Digital Transformation Services
- InCrowd, formerly a tech startup, has expanded its focus to become a holistic solutions provider for the sports industry.
- Aidan Cooney, InCrowd's non-executive director and former CEO of Opta Sports, noted the increasing demand for diversified revenue streams in sports.This led to separating the business into a...
- Abigail Cockayne, InCrowd’s director of digital and data services, said conversations are shifting from reactive to proactive, driving value from digital. She added that the company has moved...
InCrowd is revolutionizing sports organizations’ approach to digital transformation! The company now provides comprehensive, holistic solutions, leveraging its advanced expertise in data and sport-specific digital marketing. Aidan Cooney emphasizes the growing need for diversified revenue streams, with InCrowd focusing on advisory and implementation services to help organizations connect with their digital audiences. News Directory 3 reports that incrowd is helping rightsholders unlock untapped value, transforming B2B models into direct B2C approaches for enhanced fan engagement. Discover how incrowd is setting the stage for more effective, data-driven sponsorships and digital success.
InCrowd Repositions as Holistic Sports Solutions Provider
Updated May 27, 2025
InCrowd, formerly a tech startup, has expanded its focus to become a holistic solutions provider for the sports industry. This shift emphasizes services, leveraging the company’s expertise in sports marketing and technology to help organizations navigate digital evolution and data transformation.
Aidan Cooney, InCrowd’s non-executive director and former CEO of Opta Sports, noted the increasing demand for diversified revenue streams in sports.This led to separating the business into a sport-specific software business and a services business. The move allows InCrowd to concentrate on advisory and implementation services, helping organizations connect with digital audiences and unlock new value in sport.
Abigail Cockayne, InCrowd’s director of digital and data services, said conversations are shifting from reactive to proactive, driving value from digital. She added that the company has moved into a partner relationship, fostering open interaction.
Many rights-holders are underutilizing their data and undervaluing their digital assets, according to Cooney.He said thay are missing opportunities to leverage branded and hyper-targeted content, leaving potential sponsorship revenue untapped. Digital channels offer the chance to directly engage audiences, transitioning from a B2B model to a more direct B2C approach.
Cockayne noted that while many organizations recognize the need for this change, the transition can be arduous and require restructuring. InCrowd aims to assist these organizations in their journey toward digital transformation.
InCrowd believes the sports industry is moving from theoretical discussions about digital audience engagement to a practical focus on delivering tangible value. Cooney emphasized the importance of delivering high-impact fan experiences across all channels and generating commercial returns, especially through sponsorship sales.
While advertising has embraced automation and personalization,Cooney suggests sponsorship remains inefficient. He believes digital technology and elegant datasets can enhance brand partnerships.
“There is currently a lack of understanding of what the digital elements of a sponsorship package are worth. Data is a fundamental part of being able to tell the right story to the right audience in the digital world,” Cooney said.
Cockayne pointed out that data silos within organizations hinder digital progress. An integrated data-management structure enables a more holistic approach,powering segmentation and personalization. This is key to engaging both casual and diehard fans.
Cooney said that customers often want a website and an app, but they don’t know the purpose or potential beyond customary engagement. InCrowd aims to demonstrate that digital products should be seen as a revenue driver, not just a marketing cost.
Cockayne said InCrowd’s strength lies in its people and expertise, evolving from technology to commercial strategy.the team’s shared experience and knowledge are unrivaled, with many members having direct experience in digital implementation.
InCrowd’s services include advisory, strategic consultancy, and implementation across data, content, digital platforms, and commercial inventory. These four pillars support triumphant digital transformation projects in sports. The data services team helps organizations build data strategies and implement technology to create user-friendly data platforms, driving database growth and personalization.
The content team engages and retains fans through data-driven campaigns and managed content creation across various channels. InCrowd also delivers digital platforms that connect these elements,supporting integrations with technology providers across data,ticketing,retail,and streaming.
This integrated approach ensures clients have the right tech foundations to maximize digital opportunities without being overwhelmed by new technology.
“It’s critically importent to have the right building blocks in place so you don’t run before you walk,” Cooney said. “It’s an important part of our job to cut through the noise for our clients and make sure that solutions are truly valuable to them. That’s where we can make a real difference.”
What’s next
InCrowd will continue to focus on providing comprehensive digital and data solutions to sports organizations, helping them to enhance fan engagement, drive revenue, and navigate the evolving digital landscape.