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Partnership enables Talisman’s expansion into the U.S. as well as Project’s global offices across 24 countries. The combined team creates a powerhouse encompassing the full spectrum of sports marketing services including sports business consulting, sports sponsorships, brand campaigns and activations, data/analytics and talent booking.
In an exclusive interview with Ministry of Sport, Talisman CEO, Dharpan Randhawa, discussed how the role of data in sport has changed due to the COVID-19 pandemic and gave recommendations of how sports can embrace new technology.
INTERVIEW, SPONSORSHIP, TECH IN SPORT by Joshua Hodson
In an exclusive interview with Ministry of Sport, Talisman CEO, Dharpan Randhawa, discussed how the role of data in sport has changed due to the COVID-19 pandemic and gave recommendations of how sports can embrace new technology.
Talking about how sporting organisations have evolved quickly since the onset of the pandemic, Randhawa, who spent almost four years as McLaren Racing’s senior vice president of Asia-Pacific before joining Talisman, said he saw a gap in having data as the centrepiece of decision making.
“I’ve been working in sport for many years across Formula One, tennis, golf, and football, and one of the things I noticed about 2020 was that we saw about a decade’s worth of disruption roll in to eight or nine months,” Randhawa told Ministry of Sport. “I knew there and then that everything was going to change forever in the sports world. “There was an unprecedented amount of change happening, disruption across fans attending live events, rightsholders were scrambling to demonstrate value for sponsors and everyone was questioning the model.
“There was a lot going on and one thing I thought would remain as the most important piece of the puzzle was data-driven decision making.
Talisman is an award-winning global agency redefining sports, entertainment, gaming & Web3 partnerships across key industries and regions. With offices in Dubai & New York City, Talisman thrives on unparalleled storytelling, reflecting the great brands and creative minds they have the pleasure of working with. With global resources and connectivity in key markets, Talisman has won prominent industry awards for executing groundbreaking partnerships & activations across sports & gaming.
