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British Rowing extends SAS partnership

Global analytics company SAS has signed a three-year extension to its partnership with British Rowing.

SAS will continue to serve as the body’s official analytics partner until December 2020.

SAS first teamed up with British Rowing four years ago and the company is one of the body’s top-tier official partners alongside Mizuno, MSC Nutrition, Visit Sarasota County and Pulsant.

Over the next three years, SAS will help transform British Rowing’s data analytics. As well as providing a substantial financial commitment, SAS will supply its market-leading analytics software, consultancy services and training to support the organisation’s performance programme and the wider rowing community.

The company’s services will be used to help identify the future stars of rowing ahead of the 2024 and 2028 summer Olympic Games in Paris and Los Angeles, respectively.

SAS will also use its software to develop a suite of real-time membership dashboards, which will be used by British Rowing management to make insight-based decisions to promote the membership offer and provide insights into the body’s education and training provision.

In addition, SAS will support rowing’s new domestic competition framework, which will seek to create fairer, closer and more exciting racing through a ranking points system. The company’s services will help review in excess of 65,000 competition records captured during a pilot phase to help shape the points calculations that will form the new framework.

Charles Senabulya, vice-president and country manager for SAS UK & Ireland, said: “It’s been really exciting working with British Rowing and being able to share in some of the outstanding successes they’ve had in competition. It’s also a great way to showcase the power of analytics and how it can help any organisation get an edge over the competition. 

“We look forward to working with British Rowing on a number of new initiatives, not only to help develop future champions but also to support them in being able to make better, data-driven decisions as a governing body.”