StellarAlgo adds ECHL as customer data client
May 17, 2022
News & Media
ECHL | ELBU | Sports Business Journal

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StellarAlgo has a new partnership with the ECHL to give teams access to the company’s customer data. The deal is part of rapid recent growth for StellarAlgo’s Emerging Leagues business, which is focused on the unique needs of teams and leagues outside North America’s big five pro sports leagues. ECHL Commissioner Ryan Crelin said that access to StellarAlgo’s Customer Data Platform (CDP) will help teams grow their businesses beyond just attendance-based revenue and become more front of mind with their fans throughout the year. StellarAlgo’s CDP provides league exec with a comprehensive view of their fanbase — across individual markets as well as league-wide — so they can identify and monitor trends or measure year-over-year revenue.

The ECHL’s Toledo Walleye and Florida Everblades were already using StellarAlgo’s CDP prior to the league-wide deal. Walleye Dir of Ticket Strategy & Analytics Brian Perkins said the team used StellarAlgo’s CDP to parse out more than 80 distinct fan segments, helping them better target those fan groups. “We’ll learn a lot more about our fans in terms of that 365 approach so that we can do other events, and reach out to them and continue to put our brands in the spotlight in their markets and communities,” said Crelin.

StellarAlgo has around 110 North American sports property partners, and the adoption of its CDP tech helped the company raise a $16.5M Series A funding round last November, led by Toronto-based Carallas Holdings and others, including Newbound VC and Bleacher Report Founder Dave Finocchio. The deal with the ECHL is the latest for StellarAlgo’s Emerging Leagues line of business; the vertical, led by Senior VP/Business Operations Megan Kurcwal, has doubled its revenue already this year. “We’ve seen a lot of exciting growth and the way that these properties operate, taking care of their fans and prioritizing their fans, and the pace with which they move because they’re a little bit smaller, they’re able to drive a ton of consensus across the organization and be very fan-centric, in general,” said StellarAlgo co-Founder & CEO Vince Ircandia.

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