Derbyshire extends Performalytics partnership

Thursday 22nd February 2024
& News
Photography by: David Griffin

Derbyshire has extended its partnership with data agency, Performalytics, into an eighth year, further enhancing how the Club can grow its supporter base.

The Club began working with the innovative company in 2017, developing a strategy to make an efficient and targeted use of its customer data, maximise marketing spend and drive engagement with its Vitality Blast and Membership audiences.

The partnership has greatly contributed to Derbyshire achieving Club-record Vitality Blast attendances in 2023, including sold-out fixtures against Notts Outlaws and Yorkshire Vikings, as well as winning the Data and Business Impact Award at the 2020 Sports Industry Awards.

The data analysis provided by Performalytics also played a key role in Derbyshire being named the Best Domestic Customer Experience at the 2022 Business of Cricket Awards, through the Club using the insights provided to create a tailored, inclusive, matchday experience for supporters at The Incora County Ground.

Click here to visit the Performalytics website.

Head of Marketing & Communications, Tom Skinner, said: “Our partnership with Performalytics continues to grow and we’re delighted to continue working with their expert team in 2024.

“Maximising our marketing spend and making the best use of our data is extremely important to the Club and it has been positive to see our Membership and ticket retention figures increase year-on-year.

“The work Performalytics have done in this area has been crucial in maintaining great crowds and atmosphere across Derbyshire and we will work together to further improve on those results this summer.”

James Dickens, Managing Director of Performalytics, said: “We are delighted to extend our partnership with Derbyshire once again, continuing to support the off-field team in driving supporter growth and maximising ticket and membership sales.

“Derbyshire are one of our longest standing clients and it an immense compliment to the Performalytics team that they continue to see the value and return from our partnership.  We really look forward to supporting the club wherever we can over the course of the season ahead.”

Principal Partner & Ground Sponsor
Official Partners