GSW 2020: "We need to find the stories in the data to further engage with fans" (A. Heyden, DFL)

"We live in a world we're now drowning in data. So the challenge now is to take this data and be able to tell stories with it. Essentially, we need to find the stories in the data, and then use these to further engage with fans and the fan experience," said Andreas Heyden (GER), executive vice-president of digital innovation at the DFL, at the inaugural Global Sports Week 2020 conference in Paris (FRA) at the Carrousel du Louvre on 07/02/2020. Andreas Heyden participated in a discussion titled "Making Data Work for Sports".

"What makes us different at the Bundesliga from other leagues is that we don't start with technology. Our view is that the technology is interchangeable, so we start with the fans first. For example, with the fan experience in the stadium. For us in Germany, there are many traditional fans who want their beer, their bratwurst and their singing, and that's all they want. And this is great. We certainly don't want to change that experience or force those fans to change. What we look at is coming up with things for the fans that are open to more, and this is where…