Rugby Football Union uses predictive analytics to drive fan engagement

Inspiring a new generation with a smarter solution from IBM Global Business Services

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Compared to the previous year’s RBS 6 Nations tournament, we saw a 27 percent increase in unique website visitors – and TryTracker was a significant factor in driving this increase in popularity. The next step is to build on this increased popularity to further boost interest in live matches and grow the popularity of the game.

- Nick Shaw, Head of Digital, Rugby Football Union


Founded in London, England in 1871, and headquartered in Twickenham, the Rugby Football Union (RFU) is the governing body of the English rugby union. Employing over 500 people and generating an annual turnover of around £116 million, the RFU has a strategic objective to invest in English rugby clubs, the England national rugby union team and rugby in schools.


Media & Entertainment

Business need:

The Rugby Football Union (RFU) wanted to improve the fan experience by uncovering and presenting real-time insights into the game in an exciting, intuitive and accessible way.


RFU worked with IBM to create TryTracker, a predictive analytics solution that visually represents player influence, keys to the game and the momentum of matches in real time.


Drives interest in live rugby by helping to boost the fan experience at home or in the stadium. Delivers engaging, real-time insights into the ebb and flow of rugby games – helping to introduce new fans to the sport. Contributed to a 27 percent rise in unique website visitors to during the RBS 6 Nations Championship.

Rugby Football Union

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