Tag: sports technology

Golf Canada Taps Stadium Digital to Launch New National and Provincial Engagement Platform


Golf Canada, along with leading fan engagement company Stadium Digital, today announced the re-launch of golfcanada.ca.

The new platform introduces the roll out of a responsive national website network across Canada’s provincial golf associations, beginning with albertagolf.org. The digital home for the national sport federation is the go-to destination for millions of Canadian golfers and 1,400-member golf clubs across the country.

Developed and powered by Canadian sports technology leader, Stadium Digital, the bilingual platform features a dynamic new content hub to share Canadian golf news, information and highlights of Golf Canada’s slate of championships, programs and services for golfers and member clubs. The sites also feature original content to showcase the next generation of Canadian rising stars as well as informative articles for golf enthusiasts from coast to coast.

“The launch of our new bilingual digital network is an important evolution in golfer engagement for Golf Canada and our provincial associations, allowing us to go well beyond our previous capabilities,” said Golf Canada Interim CEO Jeff Thompson. “Stadium Digital’s network infrastructure platform gives us the much-needed scale so we can connect with our golfers, fans, partners and sponsors in a much more meaningful way.”

The digital network development was supported in part by a grant through the Canadian Olympic Committee’s (COC) National Sport Federation (NSF) Enhancement Fund. The program was devised to assist NSFs in the creation of efficiencies and enhancements that could benefit other sport federations.

“We are thrilled to see Golf Canada develop this innovative digital network to engage with golf enthusiasts across Canada,” says Chris Overholt, Chief Executive Officer of the Canadian Olympic Committee. “The insights learned through this initiative can now be shared with other national sport federations who look to build their own platforms. This is a great example of how sport organizations can work together to strengthen the system as a whole”.

The infrastructure, hosted on the Microsoft Azure Cloud Platform, allows for a streamlined interface for users across devices. While all Golf Canada digital content lives on a single network managed by Stadium Digital, the infrastructure allows provincial golf associations to customize the look of their sites and develop their own unique content and sponsorship opportunities to serve local golfers and clubs.

Highlights of the new digital network include:

  • New content hub and video player with full integration of on-demand video
  • Standardized look for teams and championships
  • Content sharing across all provincial golf associations
  • Improved member and golf club services
  • New national and local sponsorship opportunities
  • Bilingual engagement
  • Improved discovery of original content – video, photos and stories
  • Enhanced navigation capabilities

“This is an exciting new era for golf in Canada with so many dynamic young players and a growing number of members and marquee events,” said Mark Silver, President of Stadium Digital. “It has been wonderful working with the team at Golf Canada and the provincial golf associations to develop a new platform and content hub to serve golf lovers and fuel Canada’s passion for golf for years to come.”

Stadium Digital has confirmed that work is already underway to build other Canadian provincial golf associations into the platform and that they are ultimately planning to extend the model to other national sports associations.


Stadium Digital Powers New Interactive Engagement Platform for Canadian Hockey League and CIBC

Stadium Digital  launched a new interactive video engagement platform today for the Canadian Hockey League (CHL) and their league partner CIBC.

CIBC Showdown showcases the best video content from the CHL and delivers it to hockey fans in a new interactive environment.

Available across all online and mobile platforms, CIBC Showdown features a custom-built digital video player and content hub that allows hockey fans to vote on a weekly selection of top highlights from the OHL, WHL and QMJHL.  Fans can share their favorite CHL highlights with friends and family across their own social platforms using the tag #CIBCShowdown.

“With hundreds of awe-inspiring goals, saves and great plays happening across our leagues every week, CIBC ShowDown will be a go-to destination for our fans to vote on the week’s most amazing moments and share some incredible hockey highlights across their social group,” says Mark Dickie, Senior Manager of Digital, CHL. “CIBC’s commitment to the CHL and junior hockey has been outstanding, we are thrilled to have them join us in celebrating the league and engaging with our fans on such a dynamic new digital platform.”

Stadium Digital launched a similar video engagement platform for the Hamilton Tiger-Cats. The team’s popular Play of the Year  has been a go-to destination for Tiger-Cats fans to vote on the team’s top plays from the past season.

“Sports leagues and teams all possess an incredible archive of relevant and compelling content – and most of it rarely ever gets seen outside of a brief hit on some highlight show,” says Mark Silver, President of Stadium Digital. “The ShowDown and Play of the Year platforms give our partners an opportunity to repurpose their very best content allowing fans and sponsors to engage in a dynamic way.”

Stadium Digital is currently in discussion with other teams and leagues to extend the ShowDown and Play of the Year platforms to new partners.


Hamilton Tiger-Cats Score With Data-Driven Marketing

The IEG Sponsorship Report takes a look at how the Hamilton Ticats in partnership with Stadium Digital transformed the world of sponsorship through its data-driven platform; All Access.

Click here to read the full article

Five Examples Of How The Ticats Integrate Sponsors Into The All Access Program

Niagara College—Gameday Predictor
Niagara College sponsors a fantasy game for each home and away game called Gameday Predicator. The sponsorship affords branding on all marketing and promotions including All Access, in-stadium video boards, Ticats TV Live panel, gameday and social.
Fifty-six percent of weekly active members participated in the Gameday Predicator in 2016, with 55 percent playing more than once throughout the season.
The team branded the Wi-Fi login page in Tim Hortons Field with the Niagara College logo; the first 200 fans who signed in to the All Access program while connected to the Wi-Fi received an Alex and Ani bracelet.

WeatherTech—Great Labor Day Giveaway
Fans who entered the stadium received a lanyard and ticket sleeve containing information about the contest and directions on how to enter.

Via Rail—Ride the Rails Contest
The rail service ran two contests within the All Access program in 2016 that sent two fans on the road with the team to Montreal and Ottawa. The winners received accommodations, game tickets and, obviously, train tickets.

Lou’s Barbeque Co.—Cub Club
Ticats Cub Club (kids club) signup occurred through All Access. Parents first became members of the program and then signed up their children. The data captured was used to target family ticketing offers while simplifying the overall sign-up experience.

RedTag.ca—Redemption for Contest Entries
Fans were able to redeem their “yards” for contest entries to win a vacation package courtesy of the travel agency.

Click here to read the original article 

2016 in Review

From record performances by Canadian athletes on the world stage, to our country’s new love affair with soccer, this has been a truly memorable year for Canadian sports. Along the way, we saw fans engaging with their favorite teams and athletes in exciting new ways.

A highlight for Stadium Digital was the expansion of All Access to the Toronto Argonauts’ digital and in-stadium platforms. Added this year, Hamilton Tiger-Cats fans could redeem their points and earn additional points by swiping their season seat holder card at retail or concession locations at Tim Hortons Field. We were also thrilled to be a part of the 104th Grey Cup creating some engaging new fan integrations that brought football fans even closer to one of the most memorable games in Grey Cup history.

Our major initiative over the past year was the successful launch of the Canadian Hockey League’s new and fully mobile responsive website network across the league’s slate of 60+ teams, leagues and special events. This includes all team sites in the Ontario Hockey League, Western Hockey League and Quebec Major Junior Hockey League along with the Mastercard Memorial Cup.

We are extremely proud to have implemented a dynamic new content hub and that streamlines the fan experience across all devices.

It has been a joy to work with all of our partners and friends this past year – your commitment to excellence continues to inspire all of us at Stadium Digital.

Please have a wonderful Holiday Season.  We are looking forward to sharing news on several exciting new initiatives in the New Year.

2016 Stadium Digital Highlights

SportsCaster Magazine – Hamilton Tiger-Cats Set the Standard in Digital Fan Engagement

SportsTechie –  Stadium Digital Powers Canadian Hockey League Technology Behind CHL Website Network

Yahoo Sports – Canadian Hockey League follows the NHL’s lead on a digital refresh

Stadium Digital Powers Canadian Hockey League Technology Behind CHL Website Network

The new CHL network of 78 sites is operating at full capacity with mobile dedicated features designed to optimize team, league and special events focused on the fan experience delivered over all devices.

“The launch of the new CHL network marks an important milestone in how we connect with our fans and bring them closer to the game,” says Mark Dickie, Senior Manager of Digital, CHL. “Stadium Digital’s network and fan engagement platforms have been a wonderful complement to our content strategy allowing the CHL to deliver more value to teams, sponsors, and most importantly, the fans.”

Read full article on Sportstechie

Canadian Hockey League and Stadium Digital Debut New League-wide Website Network for 2016/17 Season

Toronto, (October 11, 2016) – The Canadian Hockey League (CHL), along with its partner Stadium Digital, dropped the puck on the 2016/17 hockey season with a new and fully mobile responsive website network across the league’s slate of teams, leagues and special events. This includes 78 sites for all teams in the Ontario Hockey League, Western Hockey League and Quebec Major Junior Hockey League along with the Mastercard Memorial Cup, CIBC Canada/Russia Series and the Sherwin-Williams CHL/NHL Top Prospects Game.

The new CHL network, created by Stadium Digital, features a dynamic new content hub and responsive technology that streamlines the fan experience across all devices. Highlights of the new network include:

  • Redesigned schedule and enhanced live scoring statistics package provided by Hockey Tech
  • Game Centre with complete play-by-play feeds that track in arena events including goals and shots on goal, along with a fresh box score design
  • Integration of live video and audio streams
  • New national, regional and team sponsorship opportunities
  • Improved discovery of original content – video, photos and stories
  • Enhanced navigation capabilities; and
  • Bilingual engagement

“The launch of the new CHL network marks an important milestone in how we connect with our fans and bring them closer to the game,” says Mark Dickie, Senior Manager of Digital, CHL. “Stadium Digital’s network and fan engagement platforms have been a wonderful complement to our content strategy allowing the CHL to deliver more value to teams, sponsors, and most importantly, the fans.”

While all CHL digital content lives on a single network managed by Stadium Digital, the infrastructure allows individual teams to customize the look of their sites and develop their own unique content and sponsorship opportunities to serve their fans and team partners.

“It has been an exciting process and we are thrilled to see the full 78-site network take full effect as the puck drops on another season of major junior hockey,” said Mark Silver, President of Stadium Digital. “We are looking forward to continuing to work with the CHL leagues and teams to showcase the world’s top hockey prospects across the league’s digital platforms.”

Re-Launch of the CHL Website Platform

Over the last 4 months we have been steadily rolling out new websites for each of the regional leagues, teams and special events for our client, the Canadian Hockey League. The combined undertaking encompasses 78 English/French digital properties, which are built on a single platform managed and maintained by Stadium Digital.

The completion of this rollout is a turning point for the CHL, as it now has a fully responsive platform on a common code base that leverages a customized multi-site bi-lingual WordPress theme. Like all projects of this magnitude, reaching the milestone of completion is an accomplishment to be celebrated and a time to reflect on the dedication and collaboration of the project team. I would firstly like to recognize the leadership of the CHL’s Sr. Manager of Digital, Mark Dickie, who has been our partner along this journey, supported by a strong group representing the regional leagues:

  • Photi Sotiropoulos, Director of Communications, QMJHL
  • Corey St. Laurent, Sr. Manager of Communications, WHL
  • Paul Krotz, Manager of Media and Information Services, CHL & OHL

Another key contributor to this project throughout has been Denis Demers, the Head Statistician for the QMJHL. Denis’ singular focus on delivering to CHL fans one of the most comprehensive stats offerings in sports is a critical aspect to the success of the new digital platform.

The sheer scope of this project required Stadium Digital to work closely with several companies, such as Hockey Tech, the statistics provider of the CHL. Other companies involved in this project were: Webonise for hosting and migration, Signal UX for design and user experience, and PairShaped for technology architecture. I would also like to recognize the dedication of 2 employees at Stadium Digital, Mark Banks and Jeff Mugleston, who have been integral to seeing this project through while collaborating with the large stakeholder group assembled for this project.

Thank you to everyone involved in getting to this important milestone. We look forward to now iterating and innovating with this new platform in an effort to grow the fan base and business of the CHL.


Mark Silver
President & Founder
Stadium Digital

Ticats to deliver first North American pro football broadcast on Facebook Live

Facebook Live videos have become a big part of the sports marketplace already, with MLB, NFL and NCAA teams experimenting with delivering content that way. That content has been mostly behind-the-scenes interviews and looks, though, rather than a typical game broadcast, but the CFL’s Hamilton Tiger-Cats are set to change that. The team has announced that they’re going to live-stream Friday’s preseason game against the Ottawa Redblacks on Facebook Live and make some history in the process.

Read full article on Yahoo Sports Canada

A Fan Centred Perspective on Engagement

Author: Mark Silver

Ask 10 different sports executive what fan engagement means, and I’d bet you’d get 10 different answers, and that’s perfectly okay. The truth is that fan engagement is a personal thing, and it’s only the fan who can truly answer the question.

I would like to propose a moratorium on the use of the term fan engagement by sports properties and the vast ecosystem of agencies and technology providers who support them. Really, what is fan engagement anyway?

As a kid growing up in Toronto in the 80s who closely followed the rise of the Toronto Blue Jays (version 1.0), just being able to watch an away game on television was a family affair. Or, sitting in the general admission bleachers at Exhibition Stadium, where my parents carefully protected me from the ruckus fans, well, that was an entirely different experience, but I’d say that both fulfilled my definition at the time for fan engagement.

Fast forward to today, where I can get every Jays game on any screen and in 4K, I’d still argue that’s fan engagement. And while the Jays have visibly invested in things like loyalty cards for ticket purchasers that double as your ticket and mobile wallet, or they have a great social visualization that fills the jumbotron during warm-ups, I would not consider these investments in fan engagement. We know what they’re up to with the loyalty card, and the social visualization is an easy way to fill the screen with content before the game starts. Both of these initiatives have little fan participation thus not fan engagement and a reason to attend the game.

To get to the point, the challenge of our time is that very few sports organizations are taking a fan-centered approach to fan engagement. I will give the Jays full credit for trying, and because many other sports organizations are doing the same, I’ll stop picking on them, because what I see happening in many organizers is that fan engagement is defined as one thing for ticket purchasers and then something entirely different for families, millennials, fan clubs and sponsors. The only true “fan engagement” activity that spans all types of purchasers and fan demographics is social. However, as we all know, while social is certainly a part of any integrated sponsorship package, and more recently it can be used to transact directly with ticket or merchandise purchasers, it is extremely difficult to obtain any significant reach without buying distribution. The bigger problem is that all this effort and investment in social is only making the social platforms more powerful by aiding and abetting their accumulation of a vast intimate data set of YOUR fans that they are willing to sell to the highest bidder.

At Stadium Digital we define fan engagement based on direct relationships with fans. That relationship could include actions such as purchase, digital content consumption, social activity, contest entry, fantasy play or a attending a game. The essential ingredient is YOU, the sports property, and YOUR fans. As we see it, fan engagement is not bound to those in attendance or the broadcast audience, which is why our Fan Platform was built to bridge the relationship with the fan so they can engage wherever they are. It’s truly for anyone who wants to subscribe to be a member of your fan base, in a relationship that YOU own and control. And when we say control, we mean the data, where YOU decide what data to track, YOU decide who to share it with and how to use it. The data itself becomes your monetizable intellectual property.

For more on how we have helped our clients collect and use data, here’s a recent case study.

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