Digital engagement platform boosts biathlon’s global fan experience
The IBU is the international governing body for biathlon, dedicated to developing the sport and promoting it worldwide. The IBU’s mission is to support, empower and inspire the biathlon family to develop and grow the sport. The IBU has 59 member federations around the world, with its headquarters located near Salzburg in Austria.
The IBU’s modern digital ecosystem takes biathlon’s global fan engagement to new heights and offers advanced commercial opportunities. The whole platform was redesigned with the focus on building direct fan relationships and personalized user experiences.
Engaging fans in a changing world
Immersive and interactive digital experiences are taking over sports entertainment, with the COVID-19 pandemic significantly emphasizing their value. This is why digitality plays a major role in the IBU’s Target 26 strategy to maximise biathlon’s global potential. Following this approach, the union set out to create a new digital ecosystem that would promote biathlon to new audiences, grow its fan base and increase fan engagement through a modern, personalized user experience.
We are excited about the partnership with Vincit and the opportunity it presents to deliver an enhanced and personalized digital experience for our fans. With this partnership, we are taking a huge step to deliver on the objectives laid out in our Strategic Plan “Target 26” to innovate our future and extend our reach.
Olle Dahlin, President, International Biathlon Union
A tailored ecosystem helps fans experience biathlon like never before
Vincit’s tailored approach convinced the IBU team with its versatile tools and innovative development opportunities. We took care of the whole design and development of the new digital ecosystem, building on the original concept work by creative studio Iona. The cloud infrastructure and API first architecture make sure the new ecosystem is modern, scalable and secure.
The solution consists of the redesigned biathlonworld.com website and a brand new app for both iOS and Android. Together they provide a seamless immersive experience that enhances biathlon’s fan engagement all over the world. Fans can follow competitions live on their chosen device and personalize their race experience by hand-picking their favorite athletes and tracking their performance in real time. All extensive race stats and insights are easily available on one user-friendly platform. Fans also have VIP access to exclusive content, such as action clips, front-row photography and more.
For the IBU, the platform provides new ways to boost fan communication. Marketing automation offers the ability to form different user segments and directly communicate with them via push notifications and triggered emails. The team now also has access to a unified window into fan behavior within the service, helping them to know the biathlon audience better and to recognize the most valuable content pieces and types.
The new platform brings biathlon’s global fan base together under one ecosystem. For fan engagement, this means a significant step up from traditional linear TV broadcasting. Fans now have access to relevant, personalized content, brought directly to them at the right moment and optimized for each device and channel.
With the new ecosystem as the digital home of the biathlon fanbase, the IBU has advanced possibilities to further develop the fan experience with smart and innovative services in the future. The fully digital platform offers completely new commercial opportunities, such as ticket and merchandise sales, personalized advertising and sponsorships.
Vincit continues to partner with the IBU to improve and further develop the ecosystem. We’re also responsible for the maintenance of the platform and 24/7 support during the intense World Cup season. Our team is on call during competitions to make sure the service delivers a seamless race experience to every fan.