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Is Iterpro the way forward for Australian clubs?

UK-based Iterpro is the first company to provide a business intelligence solution in the football industry, that gives clubs, federations and leagues a centralised system for asset management.

Iterpro’s system aims to improve the communication between each football club department.

As the role of each department within a club continues to grow, so does the use of the accompanying technology.

For example, there are GPS businesses with accompanying software, medical and financial software specifically used for football clubs, tracking technologies, performance analysis tools and much more.

A range of athlete management software businesses also exist, which collect important information but are reliant on experts at the clubs to make sense of the data.

Because of the use of all of this specialist software, communication problems exist between departments.

Iterpro’s goal as a company is to simplify and display the most relevant information to the most relevant departments.

If a sports scientist within the organisation completes a detailed report on the squad, it makes sense to want the manager and other departments to have an easily readable overview of the report.

Showcasing the right information to the right people is extremely valuable.

Dr. Alberto Calicchio, Head of Medical at the AC Milan Academy said: “Iterpro has almost eradicated communication problems between staff members, and simultaneously expanded the opportunity to share data remotely with other departments. This, together with the possibility to analyse data and performance statistics, has been a huge step forward for us.

“What I like the most is that every step, from medical and rehab to the return to play process, is easily understandable by an external figure. It’s not only for doctors and sports scientists.

“In practical terms, the manager, or eventually the Director, can check the players’ status in every moment, even if he doesn’t come to our training ground in Vismara. This is vitally important for us.”

AC Milan renewed its partnership with Iterpro in December 2019 for a further three years.

Other clubs in partnership with Iterpro include Serie A sides Bologna FC and Torino FC, as well as Serie C side AC Monza.

Simon Barjie, Performance Manager at AC Monza said: “Since Iterpro was implemented at Monza we noticed that we became way more time-efficient: being able to collect and interpret data in order to give prompt feedback to the coaching staff – as well as individual players – has been something extraordinary.

“We now have a clear general overview, but at the same time a specific real-time snapshot of the squad, which allows us to effectively share information between departments (coaching, performance, medical).”

Iterpro’s focus on communication allows club partners to make better decisions, faster. This is a vital element in the football landscape.

Andrea Tedesco, Assistant Manager at UC Craivoa said: “Sharing information is progressively becoming crucial in football since important decisions need to be taken in a very limited amount of time. Iterpro has revolutionised the way we work.”

Iterpro continues to work with its partners and third parties to build new features to expand its system.

They have an integration with Wyscout, which gives scouting departments access to information from every professional league in the world.

Other features include a transfer dashboard on the Iterpro platform, which can be used to run simulations on the transfer window. This gives clubs the understanding on how these transfers will affect club budgets. Therefore, this data is of benefit to both the scouting and finance departments.

In the finance department, Iterpro’s system gives partners the chance to use data from player management to asset management. Every transfer and wage payment are a significant investment, with a player being the main financial asset for a club.

Player contracts are recorded on the Iterpro system, with a contract and clause builder functionality also incorporated. The finance department has the ability to receive alerts when a player is getting close to triggering a certain clause, such as an extra payment for a performance related bonus.

An app has also been designed for partners, which showcases the same data as the platform version. It is presented in a more condensed way however, with directors and key personnel at clubs finding it extremely convenient.

Finally, Iterpro offers clubs, leagues and federations further opportunities to expand revenue streams with their system. Recently, a league approached the company asking how their member clubs could reduce insurance premiums to focus on other financial benefits.

With a firm focus on product development and growth of the company, Iterpro has partnered with a significant player in football finance to enhance its offerings. The company has recently hired workers with experience in the financial side of professional football.

The time could be approaching for Australian clubs to consider Iterpro as a worthwhile investment.

 

 

How should Australian football best use its COVID-19 postponement?

FFA head James Johnson revealed the worst keep secret in Australian football early Tuesday morning; announcing the immediate suspension of A-League play on the back of the continued threat of COVID-19 . With states and territories having moved decisively on border control and lock down procedures, Johnson referred to a continuation as having become practically impossible.

The W-League did manage to squeeze their season in before the announcement was made, with a grand final between Melbourne City and Sydney FC last Saturday. The Melbourne City women may well be the last football team in Australia to win a championship for some time.

Words such as unprecedented, unique and testing have been common place in language over the past few weeks and the seriousness of the pandemic escapes no one at this time. Public health and prude governance are the most important aspects of the current situation, hopefully, wise decisions and action lead to a flattening of the curve and a slow return to normality over the next few months.

With around 1.8 million Australians who would normally be engaged with the beautiful game at this time of year in isolation and forbidden to compete, it would be prudent for FFA to think about encouraging behaviours that will benefit domestic football when it does eventually return.

As a first port of call, FFA should interact with the federations and ensure that junior players are sent age and skill appropriate drills to complete whilst confined to their home address. Many children will have a backyard in which to complete the drills, whilst others may be limited to small spaces available in apartments or town houses.

Technical directors could construct short clips and illustrated diagrams and then email and/or text the content to players using the official register in each federation.

Many young people will be feeling anxious about COVID-19, thanks to certain sections of the media that do little to encourage calm and thoughtful behaviour. Providing content for kids to work individually on their football skills would be a nice way to add a dose of normality for what will be a very strange time in their lives.

Slightly older players could also be engaged by their clubs, with coaching staff and technical consultants producing content they feel individual players need to work on. Within a supportive and digital environment, coaches might be able to set goals and objectives for the group and could potentially instil a competitive and diligent commitment to the drills that is so often lacking in junior players.

Players at NPL will find great challenges in maintaining fitness levels during the hiatus, with many young players no doubt living in high density situations with partners and young children. At a professional level, the AFL and NRL have set about the task of outlining fitness programs for their players that are adaptable to both indoor and outdoor environments. No doubt, the A-League will be following suit as we speak.

Many of the AFL players spoken to appeared at a loss as to how they would maintain fitness and skill levels without the expensive and vast resources of the football club to which they below. For NPL players it will be even more difficult, with the now closed local gyms the most common place for them to develop and maintain physical condition.

All NPL clubs need to establish a digital forum that includes the players, support staff and coaches in order to be pro-active during what appears likely to be an extended period away from the game. Once again, that sense of collegiality would be emotionally beneficial and with performance targets in place, the incentive to work collectively could potentially avoid any apathy that may occur in isolation.

The successful E-League concept should be immediately expanded with A and W League players engaged in play. A handful of players from each club with some X-BOX or PlayStation experience could be enlisted to play brief matches live on line, with the games streamed for fans to view via the club’s Facebook pages and the official A-League site.

The banter and enjoyment provided by what would no doubt be a comical yet also potentially competitive competition would further engage young fans and continue the objective of keeping the football community connected at this difficult time.

NPL New South Wales’ Facebook page is leading the way with lateral and creative thinking, already posting classic NPL matches for fans to view. The newly launched NPL.TV offers further potential in terms of streamed content and interaction and the National Premier Leagues’ #PlayAtHomeChallenge is a fun initiative that many players will be drawn to.

There is an emotional component to what all professional sport is about to encounter in Australia and monitoring and measuring that will prove difficult. The mind is fundamentally more important than the body and ensuring our football communities remain connected, active and positive is vitally important as most of us enter a period of isolation thanks to COVID-19.

Brisbane City Council waives lease fees for football clubs

Lord Mayor Adrian Schrinner has announced Brisbane City Council will waive all charges, rents, levies and permit fees for all businesses as they face economic problems caused by the impact of the coronavirus outbreak.

Lease fees for community organisations will also be waived, which includes grassroots football clubs.

In the next three months, fees and charges will be waived for businesses and lessees as part of the $7.9 million business relief package.

“This is about protecting jobs and community organisations, not just the livelihood of business owners,” Cr Schrinner said.

“We will reassess the policy once we know the true impacts on the Brisbane economy and workforce after 30 June. Also, anyone who has just paid any one of the fees since 1 March will be given special dispensation.”

UK based Eleven Sports Media continues to evolve – where next?

Founded in 2009, Eleven Sports Media continues to have a huge impact on the world of sport, particularly football.

The UK company provides a range of in-stadium products, that give fans a better engagement experience at the stadium.

The company’s development team built both its StadiumTV and StatTV platforms, which are a big part of the match day experience for over 500,000 fans in the UK.

The StadiumTV platform has over 1,800 screens and is now showcased at over 50 sporting venues, making Eleven the biggest media network in UK sport.

Its StatTV and StatTracker channel brings live stats to stadiums and official club social media platforms.

While their products continue to garner widespread attention, brands associated with the company are allowed to engage with these huge audiences across the football landscape.

Eleven have provided various partners with comprehensive activations, including PR support, detailed campaign reports, social media amplification and organised marketing opportunities.

The company has had critical success with its Partner Programmes setup, with their model recognised as the best in the Football Business Awards.

Eleven have a partnership with the London Stadium as well as clubs such as Newcastle United, Rangers Football Club and Leeds United.

The company believes the expertise and knowledge they have is a huge asset in a commercial partnership programme.

“We realised that many brands failed to have a predefined activation plan when they were partnering with clubs,” CEO of Eleven Sports Media, Matt Cairns, told fcbusiness.

“They were spending money on acquiring rights but then didn’t have a plan in place to fully activate that sponsorship and make it work.”

Eleven identified that there was little structure to most commercial partner programmes, therefore they implemented an organised tiered structure.

The use of segmented LED with their proprietary inventory, as well as a strong focus on applying activation strategies, help brands pinpoint the commercial opportunities they can capitalise on.

“We’ve sold or facilitated over 300 partnerships in the last 12 months and everyone has had built in activation which has been delivered by Eleven.

“We advise each partner on the exposure to be gained from the media buy, but also ensure that their campaign is amplified by helping the partner celebrate the partnership and ultimately raise the profile of the brand by taking their association with the club beyond traditional football audiences.”

Many start-ups lack the resources to take advantage of commercial benefits in a partnership, so Eleven has tried to address this.

By arranging an end-to-end solution, Eleven takes accountability to ensure partnerships are fully activated.

“For a partner programme to have true commercial success, it goes well beyond having the correct list of assets.

“There are dozens of variables which will result in success or failure, at Eleven we believe that it is that attention to detail which sets us apart from anyone else in the industry,” added Cairns.

Eleven gives clubs access to in-depth insights, campaign analysis and sales training to improve aspects of each partnership.

The use of Eleven’s Insights department has already given clubs the opportunity to achieve their highest commercial numbers in a partnership.

“Although clubs have commercial teams, many don’t have that dedicated resource around insight that we have where they can really delve into that next level of commercial insight,” added Eleven’s commercial manager, Jordan Wilson.

“We found that we were delivering it so successfully for ourselves it made sense that clubs should get this too and they’re finding it really valuable.

“It also gives us that next level of insight when creating new partnerships, ones that are meaningful and built on something.”

Cairns adds: “When a company is investing in a high-level sponsorship it can achieve certain goals by a standard associated set of rights, but it won’t achieve the true value unless it is harnessed and leveraged by the brand to the point it becomes ingrained in every part of the organisation.

“We understand that and have got a proven track record in delivering this service.”

With over ten significant UK Clubs already using the model, the Eleven Partner Programme is looking to explore its possibilities in Europe and other areas.

Is this a viable proposition to those in Australian football circles?

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