AST DEVELOPED THE STRATEGY AND IMPLEMENTATION PLAN TO TRANSFORM A HIGH PROFILE PROFESSIONAL TEAM IN ASIA TO BECOME THE MOST TECHNOLOGICALLY ADVANCED FRANCHISE IN THE REGION.
The owner of one of Asia’s highest-profile professional sports teams asked us to review the strategic direction of the business including marketing, ticketing, in-game entertainment, and overall fan experience to increase attendance and modernize the franchise to prepare it for the next stage of development of the team and the league.
We spent several months attending games, meeting the team’s executives, and reviewing all elements of the team’s business operations. We drew upon our experience working for the NBA marketing the brand and building the sport of basketball in Asia. We realized that there were several key elements that were required to take the franchise to the next level including integrating changes to marketing, branding, PR, social media and community relations, ticketing, and in-game entertainment and game operations.
The client had a long-term perspective and that allowed us to create a long-term plan for the business including making changes to generate additional revenues and additional investment for staffing and technology. The result was that we created a five-year strategic plan with milestones for the owner and the general manager. We recommended how to implement the required changes including a hiring plan. We also recommended franchise management technology and stadium technology to improve in-game entertainment and overall fan engagement and experience.