NTT DATA wins Experiential Marketing Award at the Sport | NTT DATA

Sun, 09 August 2020

NTT DATA wins Experiential Marketing Award at the Sport Industry Awards 2020

London, 7 September 2020 – Today, leading IT services and consultancy provider NTT DATA has announced that it has won the Experiential Marketing Award, in partnership with The Open, at the Sport Industry Awards 2020.

The Sport Industry Awards, which were held virtually for the first time ever, featured 18 different famous faces from the UK sport industry, from England captains Harry Kane, Steph Houghton and Joe Root, to international stars Eliud Kipchoge and Siya Kolisi. NTT DATA was chosen as the winner of the Experiential Marketing Award, thanks to the innovative and world-first installations they demonstrated during The Open 2019.

Sports Experimental Award Winner

NTT DATA’s award-winning campaign, Driving Data Further, beat strong competition from Sky Sports, BT Sport, the ICC Cricket World Cup and more, thanks to its use of cutting edge analytics, data and AI technology, which have helped to transform the spectator experience at The Open for fans and VIP guests alike.

NTT DATA helped to transform one of golf’s most prestigious events by analysing 8 billion data points and packaging it through intelligent synchronisation around the live broadcast. Video AI technology-enabled segments of the live broadcast to be clipped automatically and packaged together as highlights for spectators, whilst also identifying players, holes, type of shot and emotional reaction. The NTT DATA wall, which showed these highlights, the latest scores and analytics on the golfers during the event, was a key component to this award win as a ground-breaking engagement platform for fans and has been a mainstay at The Open since 2014.

Laurence Norman, VP Sports Technology at NTT DATA UK commented: “This award is testament to the close partnership we have formed with The R&A, organisers of The Open. By working in collaboration together, we have been able to completely transform the experience for golfing fans at The Open and offer spectators new ways to enjoy the competition. We ensure that no matter where spectators are located – anywhere around the course or at home – they will have access to all the key stats, highlights and live action, at their fingertips.

“At NTT DATA, we are driving sport into a new era of engagement. We are looking forward to continuing to work closely with The R&A and The Open in future years to continue to drive data further and deliver the best sporting experience for fans.”

To learn more about the unique digital experience offered at The Open, visit

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