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Saracens names SQREEM as Official AI Marketing Partner
Wed, 24th Jan 2024

SQREEM Technologies, the Singapore-based digital behaviour aggregator, has been announced as the Official AI Marketing Partner for Saracens, an English rugby union club. The partnership bolsters SQREEM's reputation as a global leader in digital behaviour aggregation and spotlights Singapore's ongoing influence in the realm of AI advancement.

This collaboration empowers SQREEM to leverage its extensive data capture infrastructure towards delivering pioneering consumer intelligence solutions to Saracens. These capabilities will help deepen the club's understanding of their supporters' habits, preferences, and needs.

Working out of offices globally, SQREEM brings to the table its AI-driven abilities and an automated digital supply chain that utilises customer insights and cohorts for omni-channel activation. This ensures optimal performance in areas such as cost efficiency, engagement, sales, and brand uplift.

Commenting on the partnership, Ian Chapman-Banks, CEO of SQREEM Technologies, noted that it is a beneficial union for both parties. "Saracens and SQREEM are a natural fit. Both organisations thrive in highly charged environments and are driven by a collective determination to succeed," he explained. "This partnership enables us to elevate each other, fostering brand and business growth within a sports-centric business ecosystem involving players, commentators, spectators, and investors."

Chapman-Banks added that the partnership allows SQREEM to showcase Singapore's dynamic AI ecosystem on the global stage. As part of the partnership, the SQREEM logo was featured on the kits of both Saracens Men and Women during their match against Bordeaux Begles in the Investec Champions Cup.

SQREEM will also be the Presenting Partner of the 'Inside Training' videos broadcast on Saracen's channels before each match, amplifying its reach to an audience of over a million fans.

Saracens CEO, Lucy Wray, shared her excitement about the new alliance: "We are excited about our partnership with SQREEM Technologies and the unique AI capabilities they bring to Saracens as we continue to build in performance, stature and geography". Wray additionally highlighted how SQREEM's approach to technology and artificial intelligence would support the drive for audience growth, meaningful engagement with existing fans, and the potential to reach new followers for the Saracens Group.

Overall, this partnership marks a significant step forward in the innovative use of AI in sports marketing, with SQREEM's state-of-the-art technology poised to transform fan experiences and strengthen the Saracens brand on the global stage.

An expert in pure artificial intelligence, SQREEM Technologies is among the largest digital behavior aggregators globally. The company's AI solution has revolutionized digital media buying in the B2B marketplace, offering precise, cookie-free ad targeting at scale.

Established in 1876, Saracens Rugby Club is an English professional rugby union club based in North London, England. Currently competing in Premiership Rugby, England's top rugby competition, Saracens has an extensive history and competitive presence.