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Volume 23 No. 18
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Storm’s coming: AccuWeather looks to add more sports clients

Weather forecaster AccuWeather Inc. is making a bigger push into sports and other live events by offering its data and technology to teams and venues.

“It’s about mitigating risk and preparing,” said Eric Danetz, global chief revenue officer for AccuWeather.

Danetz said AccuWeather’s venue and event clients include Augusta National Golf Club, Great American Ball Park, Kansas Speedway, Pocono Raceway, Penn State and Citi Field. AccuWeather also provides data to Live Nation for concerts and other events.

Team and venue clients pay software and technology licensing fees. Those clients can build the technology into their back-of-house operations and incorporate it into a venue or team app.

“We did 2,300 different events last year with [Live Nation] where we are protecting against weather events and any kind of risks related to the environment,” Danetz said.

That gives venues time to react to severe weather, including clearing seating areas to keep fans out of harm’s way.

Danetz sees golf — including professional tours — as a major growth area, including providing data of weather factors that affect course conditions.

“What’s happening on the courses not only in terms of the customer and how they are experiencing the event but also how they are maintaining the course, how players are playing there, if you think about trajectory of balls, wind, humidity, altitude,” he said.

AccuWeather offers up-to-the-minute weather forecasts and severe weather warnings that can drill down to specific stadium locations and notify fans.

“When you are carrying a mobile device, what it allows for us at AccuWeather to do is to truly pinpoint your location within a five-meter radius, 15 feet,” Danetz said.

Team and venue apps also can include notifications and guides suggesting what fans can do during delays — such as check out retail and concessions areas, or a fan attraction.