As well as providing the analytics for IBM TryTracker, the agreement also includes the implementation of a Customer Relationship Management (CRM) transformational plan for the RFU. Using IBM Analytics will allow the RFU to better understand information on rugby fans, their needs and preferences, to enable the organisation to communicate with supporters and participants in a more personalised way.Sophie Goldschmidt, Chief Commercial Officer, RFU: "We're delighted to be working with a company of IBM's calibre. This important new long-term agreement will enable the RFU to give fans even more insight and understanding into what's happening on the pitch and why, as well as ensuring we remain at the forefront of new technology to enrich the overall fan experience. Our plans also involve utilising IBM's expertise to further benefit the grassroots game and enhance performance at the elite level." "In sport and business, data is a game changer, "said Martin Guillaume, Media and Sports Leader for IBM Global Business Services UK and Ireland. "IBM is powering new consumer experiences with advanced real -time analytics. By doing this, we offer a new way to enjoy the game, by uncovering insights that matter, enhancing the fan experience and providing vital feedback to players and stakeholders." This technology builds on what is already in use in well known global tennis tournaments such as Wimbledon, The Australian Open and The US Open. IBM is tapping the power of predictive analytics to help deliver insights into everything touching performance, sports injuries, key plays and more. By delivering these insights directly to fans, IBM is driving a smarter sporting experience, giving millions of rugby fans around the world the tools to a more enjoyable game. The world of sports, and many sporting teams alike, are finding new ways to uncover hidden insights from Big Data to gain a competitive edge. Analytics continues to change how sport is being viewed and played, ensuring that fans have a complete interactive experience so they do not miss a moment.