Sports and entertainment business technology services provider EngageRM has entered into a three-year partnership with Queensland Cricket.
As part of the deal, Queensland Cricket will use EngageRM’s data-driven platform to optimise day-to-day operations and enhance their interactions with partners and fans.
Queensland Cricket governs all levels of sport in the Australian state, including the Queensland Bulls, Queensland Fire and Brisbane Heat. EngageRM will support the governing body across a range of areas, including sales, ticketing, customer services management and memberships for Brisbane Heat.
The agreement marks EngageRM’s first cricket client and strengthens the company’s presence in Queensland. EngageRM will also work with venues that will be used during the 2032 Olympic Games in Brisbane, while last week it partnered with National Rugby League club the Brisbane Broncos.
EngageRM’s platform, which is powered by Microsoft Dynamics 365, will enhance capability and connect data points across Queensland Cricket through a centralised, single platform containing business automation, data analytics and CRM functionality.
Queensland Cricket chief executive Terry Svenson said: “Improving Queensland Cricket’s data management and processes, plus our ability to make data-informed decisions is a strategic priority for our organisation and partnering with EngageRM to develop our CRM is an important step in putting our planning into action.
“We see significant upside and potential for QC in having EngageRM help us manage areas like our corporate hospitality programme, while ensuring our partners and fans enjoy a premium digital experience with Queensland Cricket and the Brisbane Heat.”
Ned Coten, chief executive of EngageRM, added: “This partnership with Queensland Cricket is a significant milestone for EngageRM, marking our first client in the sport of cricket and expanding our reach in the state. We are thrilled to be working with their team for the next three years to assist them in amplifying their relationships with key stakeholders.”
EngageRM also holds partnerships with the NBA’s LA Clippers, LA Lakers and Milwaukee Bucks, as well as Co-op Live, a new arena under development in the English city of Manchester.