NHL’s Winnipeg Jets and its affiliates ink deal with StellarAlgo

Winnipeg Jets

News & Media

Jul 14, 2021


In commitment to better understand and engage with fans, True North Sports + Entertainment enlists industry’s leading Customer Data Platform to support transformational strategy

Winnipeg, MB – StellarAlgo and the NHL’s Winnipeg Jets of True North Sports + Entertainment are proud to announce a new partnership. True North is working with StellarAlgo to continue its digital transformation and enhance the way the organization – from the Jets, to the American Hockey League’s (AHL) Manitoba Moose, to events hosted at Canada Life Centre – engages and connects with its loyal and passionate fans.

“From the beginning, StellarAlgo has impressed our team with their dedication to developing a true partnership and a desire to collaborate with us to ensure Winnipeg fans have the absolute best experience possible,” said Tyler Kurz, vice president, business intelligence at True North. “We are dedicated to working with the best organizations who share our vision for transforming how we connect with our fans and our community – it only seems fitting that, as we celebrate our 10th season back in Winnipeg, and an exciting playoff run, we’re also able to announce a deal with a world-class leader in analytics and customer insights. The entire True North organization is looking forward to working closely with the StellarAlgo team to build a more digitally-sophisticated future.”

StellarAlgo and True North, beginning with the Winnipeg Jets, are partnering to unlock insights within their expansive customer databases, enabling True North properties to better identify opportunities to drive engagement, personalize content across different channels, and gain feedback on how fans are responding to – and receiving – their efforts. From ensuring fans receive the right message at the right time, to equipping the sales team with valuable information to help fans choose the right packages to meet their needs, StellarAlgo is providing cross-departmental services and tools to help True North better understand and engage with their fans and customers. StellarAlgo’s Customer Data Platform (CDP) and cutting-edge data asset is built to automate data-driven insights and streamline the segmentation and attribution processes to give business users the tools necessary to make data-driven decisions on a daily basis.

“We’re very much enjoying kicking off our partnership with True North Sports + Entertainment and their various properties. It means so much to have Tyler and his business intelligence team put their trust in our Customer Data Platform, in our technical capabilities, and in our team’s ability to support their organizational goals to use data and insights for good,” explains Megan Kurcwal, vice president, sales & marketing at StellarAlgo. “We take a particular pride in partnering with fellow Canadians, and – with passionate and loyal fans like those in Winnipeg – we’re especially honoured to provide tools and services that will help True North uncover impactful behavioral customer insights and deliver superior customer experience for their teams and the myriad of events the organization hosts throughout the year.”

StellarAlgo’s industry cloud platform is the easiest way to build and monetize the world’s most passionate audiences. StellarAlgo’s Customer Data Platform (CDP) consolidates all customer data into a user-friendly single customer view, enabling truly personalized marketing in near real-time. Backed by machine-learning technology, the platform’s predictive capabilities enable organizations to discern customer propensities for products and events while also unlocking the ‘Why’ behind conversion. StellarAlgo’s CDP enables live audience organizations to gain valuable insights and a thorough understanding of their fan universe – it’s the reason more than 80 major and minor league sports franchises, entertainment, and live audience organizations put the StellarAlgo platform at the core of their operations. For more information, please visit stellaralgo.com.

About StellarAlgo

Founded in 2016 by analytics experts and professionals from the sports and entertainment industries, StellarAlgo delivers in-depth, actionable data insights to help sports organizations and other live event providers build and monetize the world’s most passionate audiences. StellarAlgo’s Customer Data Platform (CDP) is a SaaS (Software-as-a-Service) product that collects and funnels an organization’s first-party online and offline customer data from multiple, often siloed sources, into a single user-friendly application. Working in partnership with more than 85 sports and live event properties, StellarAlgo is the leading CDP for live audience businesses and the only CDP on the market backed by machine learning models trained on more than 40-billion sports-specific interaction data points across over 100-million unique fan records, providing users with immediate access to valuable industry-relevant behavioral data. 

Headquartered in Calgary, Alberta, Canada – with offices in Toronto, ON and Philadelphia, PA – the StellarAlgo team has deep domain knowledge of the sports and entertainment space, with expertise in specific customer and prospect analytics; our strength lies in our ability to not only aggregate an organization’s fan data, but to provide user-friendly tools to help teams action that data and drive measurable returns. For more information, visit stellaralgo.com

About True North Sports + Entertainment

True North Sports + Entertainment is Manitoba’s premier sports and entertainment company. Owners and operators of Canada Life Centre, the Winnipeg Jets (NHL), the Manitoba Moose (AHL), Bell MTS Iceplex, and the Burton Cummings Theatre (‘The Burt’), and developers of the 1.5-million-square-foot, 5-tower mixed-use True North Square, located adjacent to Canada Life Centre, True North remains steadfastly committed to delivering a superior guest experience. Unabashedly proud of our community, True North seeks to be a catalyst for positive change in Winnipeg’s downtown and is committed to youth development and opportunity through its work with the True North Youth Foundation, the charitable arm of True North, the Winnipeg Jets, and the Manitoba Moose. For more information, visit TNSE.com.

About the Winnipeg Jets

The Winnipeg Jets Hockey Club is a National Hockey League (NHL) franchise passionately supported by one of the most fervent hockey markets in the world. Leveraging the Winnipeg Jets brand that dates back 40+ years, the current franchise is focused on and committed to a long-term draft and development strategy. From the capacity crowds at Canada Life Centre, to the ‘True North’ shout-out during the national anthem, the Winnipeg Jets are a cherished hockey brand that has been embraced by both our regional market and hockey fans around the world. For more information, visit WinnipegJets.com.

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