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Digital first for Italy's Serie B


Italy’s Serie B enlists Couchmans for Data & Digital Transformation Project

Couchmans LLP has advised Lega Nazionale Professionisti Serie B (“Lega B”) on a first-of-its-kind data and digital project for Italian football. The Couchmans team, led by Head of Sports Data Jody MacDonald, worked closely with Lega B’s Head of Digital Federico Smanio throughout 2016 to develop the League’s strategy. This will provide the League with a new, long term revenue stream, along with a host of related benefits for its member clubs, fans and sponsors, and is part of the wider “Digital Transformation” plan first announced by Lega B in September 2015. Couchmans helped the League to prepare for and run a competitive tender process which eventually secured Genius Sport as the official partner who will help Lega B to commercialise the newly-created package of data and related rights in the betting and media sectors. The partnership will also generate a range of cutting-edge data products and services to aid fan engagement across the official digital platforms of the League and its Member Clubs.

Jody MacDonald commented:

“We were delighted to be involved in this ground-breaking project with Lega B, which shows yet again the opportunities for sports bodies to create additional value by using existing data and media rights in new ways. The sports data market is complex and evolving at a rapid pace and it is more important than ever for sports bodies to take control and develop a considered strategy that optimises and protects their rights.”

Federico Smanio added:

“Couchmans was an immensely valuable partner for this project. The team’s knowledge of the market and track record of advising sports bodies on similar data and digital projects helped us to overcome many challenges along the way. We’re very excited about this partnership which not only provides tangible commercial benefits to our League, but also goes some way to furthering our digital transformation – enabling us to engage ever more closely with our fans and to offer new opportunities to our Member Clubs and partners.”

For further information, please contact:

Jody MacDonald,