Singapore-Based SQREEM Technologies Appointed Official AI Marketing Partner For English Rugby Club Saracens

It was announced in January 2024, that Singapore-headquartered digital tech company SQREEM Technologies has been appointed as the official AI Marketing Partner for the English Rugby Club Saracens.

The firm’s behaviour aggregator will be used to “deliver innovative consumer intelligence solutions” to enable Saracens to deepen their understanding of their supporters’ behaviours, a press release announced.

Saracens CEO, Lucy Wray said of the partnership: “We are excited about our partnership with SQREEM Technologies and the unique AI capabilities they bring to Saracens as we continue to build in performance, stature and geography. SQREEM’s approach to technology and artificial intelligence will allow us to harness world-leading technology to drive our audience growth, engage more meaningfully with our existing fans and reach potential new fans for the Saracens Group.”

SQREEM is regarded as one of the world’s leading digital behaviour aggregators and Singapore’s leading role in AI global advancement and has a presence in more than 40 countries, and employs 200 staff across six cities globally with its HQ in the Southeast Asian country.

SQREEM CEO, Ian Chapman-Banks said: “Saracens and SQREEM are a natural fit. Both organisations thrive in highly charged environments and are driven by a collective determination to succeed that surpasses the sum of our parts. This partnership enables us to elevate each other, fostering brand and business growth within a sports-centric business ecosystem involving players, commentators, spectators, and investors.”

SQREEM CEO, Ian Chapman-Banks

SQREEM boasts a global data capture infrastructure that enables them to collect market data and transform it into valuable real-time consumer knowledge bases. Using AI-driven capabilities, their “automated digital supply chain leverages these consumer insights and customer cohorts generated for omnichannel activation, ensuring superior performance in cost efficiency, engagement, sales, and brand uplift.”

Chapman-Banks added, “Through this partnership, we are proud to represent Singapore’s vibrant AI ecosystem on the global stage.”

SQREEM’s logo will be featured on the playing kits for both Saracens Men and Women during their match against Bordeaux Begles in the Investec Champions Cup in April 2024, and SQREEM will also be the Presenting Partner of the ‘Inside Training’ videos posted on the Saracens’ channels build-up to each match, reaching an audience of over a million fans.

Rugby Innovation News

• Smart Rugby Ball Tech Company Sportable Raises US$15 Million In Series A Funding.
• Zahira College Added As Leicester Tigers Global Partner Club.
• RugbyDao And Oval3 Partner To Drive Immersive Fan Engagement.
• Asia Rugby’s New Competition Framework Proposals 2024-2027.