EY & The British & Irish Lions. Fan Engagement Video Used in the Presentation: https://youtu.be/O8cIGlU1Rjc

1. EY & THE BRITISH & IRISH LIONS
Enhancing sporting leadership through digital leadership
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8. BUSINESS MODEL & CUSTOMER VALUE
High Transactional &
Life time value
Low Volumes
Low Transactional &
Life time Value
High volumes
VALUE & VOLUMES PYRAMID
Generate majority of income
Tour Packages x 6,000
Travelling Fans x 25,000
Non-Travelling Fans in “The Pride”
x 700,000
TV Audience
(event followers)
x 1.5 mil (UK&I)
x 17.1 mil (Global)
Sponsors & Guests x 350
Generate Volume which
increases sponsor value
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9. EXAMPLE PERSONAS
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10. EXPERIENCE& JOURNEYSOVERVIEW
CJ1 – I WANT TO
FIND OUT
ABOUT THE
TOUR
SCHEDULE
CJ2 – I WANT TO
SELECT &
DEBATE MY
SQUAD / TEAM
CJ3 – I WANT TO
LEARN ABOUT
THE LIONS
CJ4 – I WANT TO
MAKE A
PURCHASE
CJ5 – I WANT TO
PLAN MY TRIP
TO NZ
CJ6 – I WANT TO
REGISTER FOR
THE PRIDE
CJ7 – I WANT TO
MANAGE MY
PREFERENCES
CJ8 – I WANT TO
STAY UP TO
DATE ON THE
LATEST NEWS
CJ9 - I WANT TO
SHOW MY
SUPPORT FOR
THE LIONS
CJ10 - I WANT
TO PLAN MY
SCHEDULE FOR
GAME DAY
CJ11 - I WANT
TO WATCH THE
GAME
CJ12 - I WANT
TO BE BETTER
INFORMED
DURING THE
GAME
CJ13 – I WANT
TO FIND OUT
WHAT’S GOING
ON PRE / POST
GAME
CJ14 – I WANT
TO SEE THE
REACTION TO
THE GAME
CJ15 – I WANT
TO WATCH THE
GAME REPLAY
CJ 16 – I WANT
TO… STAY
CONNECTED TO
THE LIONS
CJ17 – I WANT
TO… FIND OUT
ABOUT “LIVING
WITH LIONS”
CJ18 – I WANT
TO GO ON THE
NEXT TOUR
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14. (ILLUSTRATION DATA ONLY)

15. ‘bringing fan engagement to life with digital and analytics’
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