Umbel Creates Two New Practice Areas – Umbel for Sports and Umbel for Entertainment

AUSTIN, Tx – March 8, 2016 – In advance of the SXSW Interactive festival happening later this week, Umbel, a customer data platform company, announced today two specialty practice areas to service its growing customer base.

Umbel for Sports and Umbel for Entertainment are specifically designed to help leaders in sports and entertainment organizations turn customer data into their most valuable revenue-driving asset. Using a combination of Umbel’s software as a service (SaaS) platform and expert consulting services, clients build a data asset that has been proven to power ticket sales, drive fan engagement and inform sponsorship strategies to maximize revenue.

Ahmed Taleb, Umbel’s new vice president of client services, will oversee both practices and client services teams. Ahmed brings over 15 years of client services and thought leadership to the role. He joins Umbel from Google where he led the solutions consulting practice for advanced attribution.

Umbel will host a full day of official SXSW Interactive 2016 panels on Friday, March 11th and share the innovative strategies the practice has developed. Following the panels, Umbel will host an event at ACL Live at the Moody Theater, featuring Bloc Party and Emily Bell & The Talkbacks.

“We think that the sports and entertainment industries are poised for massive data disruption,” said H.O. Maycotte, CEO of Umbel. “Those that take total control of their highly fragmented data can build much more effective marketing and sales strategies that drive incremental revenue and richer fan engagement. With eSports, virtual reality and smart stadiums, the digitization of the sports industry has grown the market to $500-600 billion worldwide (Inc. magazine, 2016). Digitally-driven trends in entertainment & media will grow that market to an impressive $2.23 trillion by 2019 (PwC, global media and entertainment outlook, 2015).

Umbel has developed its sports and entertainment practices after working with clients in both industries. Umbel’s client list includes teams in the NFL, NBA, NHL and NCAA; the Canadian Olympic Committee; the All England Lawn Tennis and Croquet Club (which hosts Wimbledon); and The Royal & Ancient Golf Club of St. Andrews including all of its tournaments such as The Open. Entertainment clients include industry heavyweights like AEG Live, Front Gate Tickets, Turner Broadcasting Systems, NBC Universal and Condé Nast Entertainment. Umbel represents a host of music festivals, tours and venues including household names like Bonnaroo, BottleRock Napa Valley, Bumbershoot, Showbox Presents, Circuit of the Americas, hosts of Formula 1 United States Grand Prix, and ACL Live.  Many of these clients cite Umbel’s deep partnership with Ticketmaster as a game-changer for them.

“In the changing landscape of digital, it’s an incredibly important thing to know who your fans are and where they’re located,” said Jeff Tzucker, director of digital marketing for the Indiana Pacers. “We’ve found immense value in working with Umbel, which we realized immediately.”


Umbel is a Customer Data Platform that empowers companies to unify and access their own customer data. Powered by the Digital Genome®, Umbel brings together data across silos and marketing execution systems into one unified, beautiful and actionable customer platform. Umbel’s vision is to make data the most valuable asset a business can own. Founded in 2010, Umbel is headquartered in Austin, Texas. Visit to learn more or connect with us on Twitter, Facebook or LinkedIn.

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