Ashes debut for future of mobile sports marketing

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Lord's Cricket Ground in London, UK holds the accolade of becoming the first sports venue to offer spectators a free 'pregramme'–an interactive sports information service that brings the traditional match programme into the electronic age.

A cricket test match pregramme was delivered to spectators' mobiles via Bluetooth technology within the stadium during the England versus Australia second test match held between 16 and 20 July 2009 and made available to them over the web in the build–up to the event. New editions were delivered three times a day during the Lord's Test, enabling fans to receive:•Statistics updates from ESPNCricinfo, the world's leading cricket website•Analysis of key moments in each session's play•The latest news from The Open golf and other live sport around the world•Travel bulletins•Opportunities to win a bespoke Gray Nicolls cricket bat, and•Discount vouchers for the Marston's Pavilion barPregramme's media director David Walmsley said: "There's still nothing quite like being there at a great sporting event like The Ashes, but the fan in stadium is missing out on the news, statistics and analysis that makes today's media coverage of live sport so compelling. Pregrammes can change all that by bringing the most valuable elements of modern sports media into the stadium and putting them literally in spectators' pockets. Cricket fans attending the England versus Australia npower Test Match at Lord's were the first in the world to get access to a new mobile media platform that aims to revolutionise the event experience for spectators and sponsors alike. That can really enhance the event experience for the fan, but it also enables sponsors to engage with spectators on a one–to–one basis and strengthen their brand association with the event. "The major brands using the pregramme platform to reach their core audience of sports fans at Lord's included the world's leading cricket website, ESPNCricinfo; leading equipment manufacturer Gray Nicolls; and Marston's, the official beer of the England Cricket Team. Lord's marketing manager Elly Ford said: "At the 'Home of Cricket', we always want spectators and sponsors to make the most of the unique Lord's experience. Mobile is creating new opportunities to add value to our events and leverage our brand within the minds of our spectators, as well as that of sponsors. We are happy to be working with pregramme to explore its potential at this summer's biggest sporting event. "For further information about the service and how it works, please contact Pregramme's David Walmsley via the contact details below:tel: +44 (0) 870 288 9070mobile: +44 (0) 7960 531385URL: www. pregramme. co. uk

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