PTI appointed to strategic D2C brief by Premiership Rugby

Premiership Rugby has appointed PTI to deliver its OTT strategy – its recently announced PRTV Live streaming service – and support its wider business planning process.

PTI has been working closely with Premiership Rugby over the past five months to design its OTT revenue model, KPIs and strategic alignment approach across the multiple stakeholders involved in creating PRTV Live, which launched this weekend on the Premiership Rugby’s free app and which will be available on its website from March 25th.

PTI’s approach to the project supports – and benefits from – Premiership Rugby’s wider marketing and commercial imperatives; dovetails with the needs of Premiership Rugby’s many stakeholders, and creates the optimum customer experience. PTI have brought expertise in designing its marketing strategy, customer lifetime value modelling and providing wider support to the business, whilst deploying technical expertise to the partnership.

PRTV Live’s first weekend saw four matches streamed (and castable to Smart TVs), making matches accessible for supporters of those clubs who would otherwise not have been able to see their teams in action. The first weekend was hugely popular and received very positive feedback. There are a further three matches available on PRTV Live this weekend.

Blue-chip Sports & Entertainment Clients

Premiership Rugby joins a stable of blue-chip sports and entertainment clients which also includes Oak View Group (OVG) & Co-op Live, the London Stadium, Wasps & Coventry Building Society Arena, NEC Group, Edgbaston Stadium, Norwich City and Bristol Sport & Ashton Gate Stadium.

Mark Brittain, Chief Commercial Officer at Premiership Rugby, said:

We are working with PTI on our OTT strategy which is a key priority for the business. PTI created the commercial modelling that underpins our approach and importantly mapped out how it fits both into our current and future digital ecosystem and our wider marketing and commercial strategies. They were quickly able to identify the key workstreams needed to execute the project and provided real guidance in ensuring that it can be delivered alongside our existing teams, and how it integrates into and supports our wider strategic and financial planning.

Mike Bohndiek, Chief Executive Officer at PTI, said:

We believe rugby has a high ceiling into which to grow and we saw the OTT project as part of a much wider strategic opportunity for Premiership Rugby to help grow the game. This project has enabled us to bring our expertise from strategy through to technology deployment to the fore and with OTT placed into that wider context, we believe we can help Premiership Rugby realise its full commercial potential. We have enjoyed working with the team and are looking forward to rolling out a best in class solution over the coming months.

PTI’s digital transformation pyramid – which unifies its three core pillars of Venue Technology, Data & Digital and Commercial Strategy – lays the foundation for the holistic digital transformation of sports and entertainment organisations and venues. It is this integrated, efficient approach that begins with strategic intent and is informed by insight and powered by the right technology infrastructure which creates a significant commercial advantage over the long term.

Main image (top): LONDON, ENGLAND – JUNE 26: Stephen Lewies, Mike Brown and Alex Dombrandt of Harlequins lift the Gallagher Premiership Trophy following victory during the Gallagher Premiership Rugby Final between Exeter Chiefs and Harlequins at Twickenham Stadium on June 26, 2021 in London, England. (Photo by David Rogers/Getty Images)

Sports Venue Business organises & delivers ALSD International, EMEA’s leading event & 365 community for the Premium Seat & Hospitality sector focused on optimising revenue through New Builds, Renovations & Service Expansions, on behalf of the Association of Luxury Suite Directors. Click on the banner to find out more…

The 2022 event will feature a high-level conference, an exhibition showcasing industry-leading products & services, networking events and a behind-the-scenes tour of our host venue, Tottenham Hotspur Stadium, sponsored by Levy UK + Ireland.

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments