El Paso Chihuahuas extend relationship with StellarAlgo, welcomes El Paso Locomotive FC to partnership ecosystem

News & Media

Apr 25, 2022


MountainStar Sports Group puts data-driven insights at the forefront of operations going into 2022 season 

El Paso, TXStellarAlgo and the El Paso Chihuahuas Triple-A Affiliate of the San Diego Padres – are pleased to announce an extension of their partnership and to welcome the  ChihuahuasUnited Soccer League (USL) sister organization, El Paso Locomotive FC, as a new StellarAlgo partner. Both clubs are using StellarAlgo’s Customer Data Platform (CDP) to drive fan engagement and generate insights to support their revenue and organizational goals going into the 2022 season and beyond. 

“The StellarAlgo CDP has been an invaluable part of what we’re trying to achieve in El Paso. We strive to be an analytics leader in the MiLB and having reliable, user-friendly access to actionable fan insights is a major part of our success,” said  Ross Rotwein, senior director of strategy and analytics at MountainStar Sports Group. “I love having predictive insights available daily and depend on the unparalleled value of StellarAlgo’s segmentation tools to enable our teams to execute better campaigns and understand the tactics that are best engaging our fans. I’m thrilled to apply the same data-driven approach to our fan engagement strategy at Locomotive FC going into this new season!

A StellarAlgo partner since 2019, the El Paso Chihuahuas rely on their CDP to gain insight into fan purchasing behaviors across various product lines, to better understand how their fans prefer to engage with different messages and campaigns, and to create personalized experiences that resonate with fans. In 2021, with the introduction of new capacity regulations, the Chihuahuas used the fan behavior insights available in their CDP to inform their strategy as they welcomed new and returning to the ballpark. The club’s data-driven approach with the platform has been primarily focused on from nurturing purchasers through their lifecycle into fan personas to optimize the personalized approach of their fans. 

When MountainStar Sports Group and the El Paso Chihuahuas first partnered with StellarAlgo in 2019, the intention was always to one day extend CDP capabilities to El Paso Locomotive FC. Following the Chihuahuas continued success using the platform, and with a return to regular season games, it was the ideal time to rollout CDP functionality to the Locomotive as they kick off their 2022 season. 

“The Chihuahuas have a strong commitment to balancing the institutional knowledge they have of their market with the powerful insights and analytics provided by their data asset,” said Megan Kurcwal, SVP of sales and emerging leagues business operations at StellarAlgo. “We’re thrilled to welcome Locomotive FC to the StellarAlgo ecosystem, and to continue partnering with MountainStar Sports Group and the Chihuahuas as they use data-driven insights to better understand and engage with their fans to create the best possible experience.”  

StellarAlgo’s Customer Data Platform is the easiest way to build and monetize the world’s most passionate audiences. Backed by proprietary machine learning technology, the platform’s predictive capabilities enable live audience organizations to gain valuable insights and a thorough understanding of their fans, while also unlocking the ‘Why’ behind conversion. Recognizing the significant growth and opportunity of teams and leagues outside the NHL, NFL, NBA, MLB, and MLS, StellarAlgo launched the Emerging Leagues business unit (ELBU) in 2022, which is dedicated to supporting the unique needs and cultures of these businesses. StellarAlgo is partnered with more than 50 emerging teams and leagues across North America. For more information, please visit stellaralgo.com.  

About StellarAlgo 

Founded in 2016, StellarAlgo is the leading customer cloud platform for the sports and entertainment industry, serving live audience organizations in North America and Europe, including enthusiast brands, sports teams, sponsors, and live events properties. With the most modern Data Warehouse offering on the market underpinning its flagship Customer Data Platform (CDP), industry professionals use StellarAlgo’s customer cloud platform to connect and engage with fans on a personalized level never before seen in the industry.  

Backed by proprietary machine learning technology trained on over 40-billion interaction data points across more than 100-million unique records, StellarAlgo’s customer cloud platform enables industry professionals to predict and understand how fans engage with their favorite properties while implementing a fan-centric approach that maximizes the lifetime value of their fan universe – it’s the reason more than 85 major and minor league sports franchises, entertainment, and live audience organizations put the StellarAlgo platform at the core of their operations. StellarAlgo is headquartered in Calgary, Canada. For more information, please visit stellaralgo.com. 

About El Paso Chihuahuas 

The El Paso Chihuahuas are the Triple-A affiliate of the San Diego Padres. The Chihuahuas provide the highest quality and most memorable entertainment, in a safe, first-class, and family-oriented environment that would last a lifetime, every day and every game. For more information on the El Paso Chihuahuas, please visit EPChihauhuas.com. 

About El Paso Locomotive FC 

Founded in 2018, El Paso Locomotive FC is El Paso’s premier soccer club, competing in the USL Championship since 2019. The club has reached historic heights as the highest-level professional soccer franchise in El Paso, reaching back-to-back Western Conference finals in its first two years of play and a third consecutive playoff berth in its third year. Locomotive won the Copa Tejas supporter’s trophy in 2021, simultaneously becoming the first team to win the Copa Tejas shield as the best team in Texas across three leagues. As part of the MountainStar Sports Group (MSSG), Locomotive FC is dedicated to enhancing the quality of life throughout the Borderplex region while providing world-class sports entertainment for El Paso, Texas. For more information, please visit eplocomotivefc.com.

About MountainStar Sports Group 

MountainStar Sports Group’s focus is on the acquisition, development, and operation of professional sports and entertainment opportunities. Currently, MSSG owns and operates the El Paso Chihuahuas, the Triple-A affiliate of the San Diego Padres of Major League Baseball, and El Paso Locomotive FC, a soccer club in USL Championship. They are a co-owner of FC Juarez of Mexico’s Liga MX in the Mexican Futbol Federation. 

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