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Major League Rugby Appoints Pumpjack Dataworks To Lead Fan-Data Commercial Strategy

Major League Rugby

Major League Rugby (MLR) announced today that it has appointed the world’s leading fan data specialists – PumpJack Dataworks – to develop a new, custom data infrastructure built entirely around fan engagement. This ground-breaking fan databank will become the engine to enable greater commercial and audience growth for the North American rugby league. 

The partnership will focus on developing a fan architecture from which MLR intends to strengthen the league’s existing fan experience and provide improved and outstanding value to new fans increasingly attracted to the sport globally. 

With Pumpjack enhancing greater technological collaboration, MLR will be able to deliver invaluable knowledge of its rugby fanbase to its teams, commercial partners and key stakeholders. This investment into pioneering data-technology will empower MLR to innovate and build new commercial opportunities across its digital platforms such as The Rugby Network and the MLR App.  

“We are delighted to be partnering with the team at Pumpjack to help us drive our business forward,” said MLR Commissioner George Killebrew, “Rugby is enjoying a period of rapid growth in North America – and MLR is playing a leading role in its expansion. It is critical for us to understand all elements of our existing fan base both domestically and internationally to ensure we are positioned to attract new fans – and investment to the game.”  

Added Nick Goggans, CEO & founder of Pumpjack, “We are thrilled to be working with MLR at this exciting time in its expansion. As they invest in solutions to manage and monetize their complex data landscape, they need a partner who has a proven history of strong data optimization. The appointment by MLR represents a unique opportunity for us to be able to work with a fast-growing league in a sport experiencing record growth in North America to maximize fan engagement and new revenue. We are proud to add MLR to our existing work in Rugby Union with the Hong Kong Rugby Union and the leading Welsh Club side, Ospreys.” 

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