SPORTS & MEDIA
Reinventing a historic sector and imagining new uses
Our expertise
The power of data to optimise, innovate and perform
A key sector from an economic and societal perspective, sport represents a huge source of opportunities. This sector generates a very large amount of data via leagues, federations, clubs and companies specialising in data collection. However, the large volume, multiplicity of sources, heterogeneity and potential bias complicate the exploitation and interpretation of this fundamental strategic asset.
Sports and media players must find new economic models in the face of audience fragmentation and digital competition. Data paves the way for better monetisation of content, increased value for partnerships and an enriched fan experience. Veltys brings its expertise to transform this data into levers for growth and loyalty.
Our expertise
Innovate and create value through data and economic analysis
Deploy statistical and econometric analyses to identify the use cases that create the most value. This approach makes it possible to manage performance, improve profitability and anticipate regulatory or financial changes in the sports sector.
Optimise the operational performance of sports organisations
Identify the most effective levers for improving the organisation of competitions and sports programmes, optimising resources and adjusting operations based on attendance and participant behaviour.
Maximising media rights and optimising broadcasting revenues
Design tenders for broadcasting rights and media contracts based on economic value and audience analyses. Our recommendations maximise potential revenue while ensuring legal certainty and strategic alignment with rights holders and broadcasters’ objectives.
Supporting the evolution of a heritage sector and imagining new uses
Alongside sport and media, Veltys is contributing to the profound transformation of historic entities. Sports organisations, whether clubs, leagues or federations, must optimise their operational management, enhance the value of their competitions and meet growing expectations for transparency. We work to implement data strategies tailored to their infrastructure and internal culture. We identify the use cases that generate the most value. We specialise in designing tenders for the sale of audiovisual rights and help major competitions obtain the best offers on the market while ensuring the legal security of the tender process.
More broadly, our missions range from optimising sports programmes, such as horse racing, to the economic and statistical evaluation of competition audiences, including the valuation of sponsorship contracts and the overhaul of commercial strategies.
With its in-depth understanding of the regulatory, economic and financial issues specific to the sector, Veltys helps the sports and media industry transform their data into levers for value creation and the development of new business models.
OUR BUSINESS CASES
Enhancing the value of sponsorship contracts in the sports sector
Veltys assisted a major sports federation in estimating the value generated by its partnerships.
Context
Every year, a leading sports federation organises an international competition that attracts millions of spectators and intense media coverage. In this context, it negotiates strategic sponsorship contracts with brands seeking visibility and association with the event. These partnerships represent major, long-term financial commitments. For the federation, having an objective estimate of the value generated – in commercial and image terms – was essential in order to secure negotiations and maximise sponsorship revenue.
Method
We structured the analysis around two dimensions: commercial value, linked to the direct impact on sales, and strategic value, measuring the effect on brand image. In addition to traditional approaches (benchmarking, comparables, exclusivity, contract duration), we used advanced econometric methods. Using audience data, surveys and marketing KPIs, we identified the causal effect of the partnership on sales and brand awareness, neutralising the influence of other factors such as seasonality, price changes and promotional activities by sponsors.
Results
The federation was able to defend a robust and transparent valuation to its partners. The renegotiated contracts resulted in an increase in sponsorship rights, while strengthening the credibility of the discussions. Thanks to this approach, each advertiser now has a clear estimate of the value generated by their commitment, consolidating their long-term relationship with the event.
Objectifying and optimising the ticketing strategy for a major sporting competition
Veltys assisted a sports league in analysing ticketing data in order to objectify the strategies put in place and identify optimisation scenarios.
Context
A major sports league wanted to maintain high attendance levels for its final stages, while exploring the potential for growth in ticket revenue. The key question was how to increase the average ticket price without jeopardising attendance levels or compromising the accessibility of matches to a wide audience. The possible levers were known – creating new premium categories or adjusting prices by category – but the most effective combination to balance attractiveness and profitability still needed to be identified.
Method
We used complete sales history to analyse volumes and buyer profiles by category, price and marketing schedule. This database enabled us to identify the real impact of past strategies: category reorganisation, price adjustments, invitations and VIP management. Statistical models were then used to estimate the sensitivity of demand to price changes, enabling us to anticipate the effects on sales volume and pace. Finally, several optimisation scenarios were developed in collaboration with the League, incorporating occupancy constraints and revenue targets.
Results
The league had a clear diagnosis and strategic recommendations to set its growth objectives. The proposed scenarios showed potential for a 10% to 15% increase in ticket revenue, while ensuring that stadiums would be filled quickly and completely. Support for the ticket manager and sales management provided the tools for decision-making and secured a proactive and sustainable strategy.
Improving invoice collection for public healthcare facilities
Context
A French international group specialising in urban advertising, structured by external growth, faced a major challenge: the lack of a unified client nomenclature. This fragmentation made it impossible to consolidate reliable reports and hindered any ambition for cross-functional analysis. To break this deadlock, it was first necessary to rebuild a common data governance system based on shared reference frameworks in order to pave the way for a genuine data strategy.
Method
Veltys supported senior management in designing and implementing a clear and unifying group data strategy and in communicating it to the teams. This resulted in the operational deployment of the roadmap across the business lines and the structuring of a group data department to oversee its implementation. This body played a key role in launching priority BUSINESS CASES, spreading data-driven culture across business lines and transforming data into new performance drivers. Together, we designed concrete tools such as an optimised pricing model, an innovative audience measurement system, optimised billboard allocation and a new approach to marketing campaigns.
Results
The creation of the data division has enabled the group to develop a robust strategic vision, capable of consolidating its leadership in the face of market disruptions and the arrival of new entrants. Data has become a structuring asset, mobilised through a dedicated, results-oriented team. The projects, ranging from consulting to building the data division, have fuelled internal momentum, while the tools developed now provide integrated decision-making support on a daily basis. The group now has an autonomous and sustainable data division capable of supporting its ambitions.
Designing the tender for media rights to an international sporting competition
Veltys assisted a leading sports organisation in marketing the media rights to a major international competition.
Context
A world-class sports organisation needed to organise a tender for the sale of TV rights for one of its flagship competitions and select its next broadcaster(s).
Beyond the expected financial revenue, there were multiple challenges: ensuring wide exposure for the competition, securing financial flows, and guaranteeing legal compliance with competition authorities. The tender process therefore had to balance economic performance, media appeal and regulatory security.
Method
We estimated the value of the competition by combining several analyses. A precise benchmark compared the amounts of similar competition rights. An econometric model projected audiences based on past data. Expected advertising revenues were assessed to complete the financial picture.
On this basis, we designed the tender. The rights were divided into lots to stimulate competition. The allocation rules and selection criteria, both financial and qualitative, were precisely defined. Key parameters, including the reserve price, were set. The procedural documents and response forms were drafted, accompanied by economic notes guaranteeing the legal soundness of the process.
Results
Media rights were awarded to broadcasters for an amount in line with the financial objectives set.
Exposure for the competition is guaranteed, with qualitative commitments ensuring visibility and financial security.
The sports organisation now benefits from a legally robust tender process that combines economic performance and regulatory confidence.
Identifying and limiting interference in a horse racing programme
Context
Veltys assisted a horse racing organiser in developing an algorithm to identify and measure interference between races in its programme. For several years, the company had been observing a decline in the number of horses entering races. This erosion had a significant impact on betting, which was the main source of revenue. To maintain betting levels, it was crucial to optimise the race programme to ensure a sufficient number of entries per race. The main risk identified is competition between races: two events that are too close together and too similar often attract the same horses, and trainers sometimes choose one over the other. Modelling interference is complex, with more than 10 000 races per year, numerous factors to take into account and significant sporting constraints.
Method
We first produced statistical analyses of race histories to decipher coaches' choices and participation patterns. We then collected feedback from race teams, sports directors and coaches to qualify interference situations. These statistical and professional elements were integrated into a unique algorithm that identifies pairs or groups of competing races and estimates a competition score for each detected interference. Finally, we designed a simple and interactive visualisation tool to make these results usable on a daily basis, with real-time updates during programme construction.
Results
The business team now has a decision-making tool that clearly identifies areas of interference that need to be addressed. The tool visualises competing races and quantifies the level of interference for a given programme.
On a daily basis, planners can limit the risk of competition between races and optimise the number of starters per event. The system facilitates quick and better-informed decisions, helping to stabilise stakes, a key source of revenue for the organiser.
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