ASM Global enters into partnership to track fan experiences


ASM Global has partnered with US-based experience management company Qualtrics to create new fan engagement points at live events.

In an effort to improve the fan experience in the post-pandemic environment, ASM Global will leverage Qualtrics in creating a proprietary system for listening to fan feedback and working to create experiences that reflect changing habits. spectators.

Qualtrics will provide ASM Global and its customers and partner sites with industry insight into fan feelings, needs and habits, with its Qualtrics XM platform to use to enable a better understanding of what fans think and feel.

Looking forward to working with the tech company, ASM Global President and CEO Ron Bension said, “ASM and Qualtrics are the perfect partnership and formula to define the customer feedback loop the most. more holistic to enable us to listen, learn and optimize performance and income in ways never before imagined.

“Combined with our growing investment in content, we continue to raise our leading standards for what we bring to our customers and to our sites. ASM has global scale and business intelligence with unmatched operational excellence and execution at the site level. As the world’s largest live market event platform, this is an amazing time for us to deliver unprecedented brand and engagement to fans during a live opportunity.

“Now, as fans flock to in-person events, organizations must adapt to changing expectations, needs and preferences in order to stay competitive in a crowded marketplace. This new customer tracking tool will allow our site customers to do so. “

Qualtrics Sports Industry Manager Scott Ahlstrom added that “expectations have changed in exciting ways when it comes to live events, and ASM is seizing this opportunity to create a high indoor experience. and outside of its world class sites that will keep fans coming back. Listening to fans using Qualtrics will allow ASM Global to stay ahead of the game and create a fan experience that meets and exceeds new expectations.

Earlier this week, ASM Global appointed Jason Oberlander as the new chief commercial officer to oversee the company’s naming rights agreements and marketing partnerships in stadiums, arenas and other venues.

Image: ASM Global managed the Coca-Cola Arena in Dubai.

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