Company adds new innovations with AWS partnership ending

Six Nations Sage rugby Sam Warburton, Tommy Bowe, Maggie Alphonsi, George Gregan and Paul Grayson

Six Nations Rugby has named Sage as its official insights partner.

This will see the company enhance fans’ viewing experience with real time data and analytics for the Autumn Nations Series as well as men’s and women’s Six Nations. 

AWS had performed a similar role for Six Nations Rugby, and that partnership has now come to an end.

Sage is bringing a number of new innovations for the rugby competitions, including “smart ball” technology, which will be used for the first time across all three tournaments to bring new insights. Teams, players, and coaches will also have access to this information to assist on-field decisions and performance.

Sage will also implement advanced predictive analytics and new in play data from games that will be captured and served to fans in real time via broadcast coverage and social media.

Ben Morel, CEO of Six Nations Rugby, said: “Six Nations Rugby is a fan-focused organisation, working in collaboration with each union, Federation, and partner and to deliver truly unmissable experiences. The partnership with Sage is incredibly exciting for everyone involved, as they share a desire to enhance the experience for audiences, and ultimately bring even more fans into the game.

Six Nations Sage rugby Sam Warburton, Tommy Bowe, Maggie Alphonsi, George Gregan and Paul Grayson 1

“To offer fans even greater data and insight from the on-field action through innovative broadcast and social presentation is going to be another important step in ensuring we are offering the best possible experience for the audience, as well as supporting the teams on and off the field.”

Cath Keers, CMO of Sage, added: “Becoming the official insights partner of Six Nations Rugby is an exciting step for Sage, as we continue to bring our insight and decision-making capabilities to life, in a human and accessible way.

“For some teams, the Autumn Nations Series will be the first time they have been able to gather data and insight from the smart ball technology. This is incredibly exciting, given our ambition to support teams in their decision making in training and during games, based on data led insight.

“For fans watching, Sage wants to use its role as official insights partner is to help bring that new insight to life and enhance their experience, both through broadcast coverage and across social media. Our Sage customers, partners, employees and communities internationally will also benefit from the partnership with access to tickets, experiences, and content.”    

Sage provides similar services for The Hundred and MLB.