Success Story: RUGBY PASS
The true worth of sports rights
The One Thing
Rugby Pass is a growing business which offers the Singapore and Hong Kong markets a way to watch global rugby competitions, including all the international fixtures. The rights to these competitions are purchased independently, and customers subscribe to the services through week, month and annual passes.
The One Thing Rugby Pass wanted to know was; what is the true value of their individual content rights, as any given customer can watch many different competitions and games throughout their lifetime.
The Delft team worked within Rugby Passes various points of data; customer engagement, revenue, scheduling of rugby content and purchasing behaviour.
First, Delft needed to understand how each individual customer engaged with the service - what timezone they were in, what competitions they enjoyed and what teams they watched most frequently.
The Delft team worked out how to prescribe a customer's value back into the individual competitions they were engaged with to ascertain exactly what those competitions were worth to Rugby Pass.
52% REVENUE CAME FROM
ONLY 15% OF COMPETITIONS
This was a break-through to Rugby Pass’ commercial understandings of their business;
With a greater understanding of exactly which competitions and teams yielded the greatest value to the company, the Rugby Pass team could now negotiate the rights to certain competitions, with far more confidence in their true return in value to the business.
REMOVING JUST 4 COMPETITION COULD SAVE THOUSANDS IN EXPENSIVE RIGHTS
More importantly to the Rugby Pass team, the confidence in the decision on which competitions to remove became clear, leaving more money in the bank to focus on the more high-performing competitions.