Major League Rugby (MLR), North America’s professional club rugby union competition, has announced a partnership with technology innovation company Globant that will see the digital firm serve as the league’s official digital transformation and tech solutions partner.
In this role, Globant will collaborate with MLR to advance the league on both the technical and commercial sides, most importantly by revamping the league’s streaming platform, the Rugby Network.
The newly revamped streaming service will allow MLR not just to broadcast games and content to fans, but to garner data on fans to better allow the league to know its audience and grow.
Globant has stated that its services can help organizations such as MLR improve their revenue streams by generating commercial prospects.
The company will take data secured by MLR and use it to “enhance sponsorship opportunities."
Nic Benson, MLR's chief executive, stated: "Globant is one of the leading drivers of innovation in the global sports industry, empowering teams and leagues to use technology to better engage with fans and enhance the day-to-day operations of teams.”
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Benson continued: "We're excited about how this new partnership can transform what we do as a league, further establishing Major League Rugby as a forward-thinking league that is advancing the sport in the US."
The partnership comes off the back of MLR unveiling Italian sportswear brand Kappa as the league’s new official kit partner.
The deal sees Kappa providing match kits, training kits, and fanwear to all 13 MLR sides.
Last October, Globant was announced as the global platform supporter of the FIFA+ over-the-top streaming platform run by global soccer's governing body.
The company also has a joint venture in place with the tech wing of Spanish soccer's top-tier LaLiga.