Fiona Green has operated in the sports industry for 30 years including three in the US and three in Switzerland. Her vast experience has predominantly been agency-side representing rights holders in sponsorship, TV rights and merchandise/licensing across a plethero of sports including but not limited to football, athletics, cricket, sailing, rugby, formula 1, and tennis. Fiona moved into the field of CRM,BI and Data Analytics in 2011 as the role of data became more relevant with the growing prevalence of digital marketing and the fast pace development of associated technologies. She now applies her knowledge of this hugely important area to her inherent understanding of a rights owner’s business model and objectives (specifically in revenue generation, participation growth and stakeholder engagement). Fiona set up a niche consulting business in 2013 with the aim of helping rightsholders adopt the use of data and digital communication to achieve their business objectives and now works with clients ranging from UEFA and Team Sky to British Taekwondo. The company operates a lean business that provides Mckinzie-style consulting in the area of data and engagement but framed for an organisation’s size, focus and resources. Her current favourite topic of debate is the role of social media in a data-driven world, and how greater focus on participation will ensure future commercial success. Fiona runs a Sports CRM and Business Intelligence group on LinkedIn that encourages knowledge-share and debate, and invites anyone to join here https://www.linkedin.com/groups/5187641