The National Collegiate Athletic Association (NCAA), the governing body of college athletics in the US, has partnered with KAGR, a sports data technology and analytics firm.

The partnership intends to use data to provide support to collegiate athletic conferences and athletic departments in the US, help student-athletes, and enhance fan and alumni engagement.

KAGR’s technology platform centralizes fan behaviors, and the NCAA plans to use KAGR’s data models to drive visibility across its 90 championships to grow its reach “by four to five times by 2030.”

The NCAA believes the service will also expand its fan database to 25 million in the next two to four years.

NCAA president Charlie Baker said: “Developing a comprehensive database that will better inform current fans, and hopefully generate future college sports fans about NCAA championships and events is a win for the NCAA, its membership, and certainly student-athletes, so we are pleased to collaborate with KAGR to build this platform.

“KAGR has proven success with developing relationships with fan bases and with bringing an organization’s goals to fruition. Properly managed and constructed, we should be able to provide timely, useful, actionable information to our membership, and especially to our dedicated fan base.”

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Jessica Gelman, chief executive of KAGR, added: “The NCAA’s arrangement with KAGR marks a significant milestone in its evolution, as it endeavors to grow its digital strategy and connect to fans in new and innovative ways using technology and data.

“From championing equality in women’s sports to strategically selecting championship locations and setting bold targets for audience growth, we are confident that the impact will be felt across the NCAA’s various dimensions and are proud that this collaboration will help provide college sports fans and student-athletes with the best possible experience.” 

Last week, the NCAA announced a new eight-year $920 million television agreement with major sports broadcaster ESPN.

The deal, which starts with the 2024-25 academic year and runs through 2031-32, includes domestic rights to 40 championships – 21 women’s and 19 men’s events – and international rights to the same championships as well as the Division I men’s basketball tournament.