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Ottawa Senators sign analytics partnership with IBM

NHL ice hockey team the Ottawa Senators has agreed a partnership with US technology and consulting corporation IBM.

IBM becomes the Senators’ official analytics and technology services provider. The two parties have agreed a five-year deal, which will conclude at the end of the 2019-20 NHL season.

The club will seek to enhance its fan experience through the partnership, with IBM set to work with the Senators’ marketing and ticketing teams to personalise its communications process.

IBM will also cooperate with the club on its IBM Fan Insight initiative, a customer intelligence solution that allows clubs to analyse the trends, preferences and characteristics of its fanbase.

Peter O’Leary, chief marketing officer and vice-president of ticketing at the Senators, said: “This agreement will enable us to gather new insights on our fans that will allow us to be more efficient in our operations and provide a more personal and enhanced experience for all of our guests.”