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Whistle Sports collaborates with Vision Critical to further sports conversation with millennials

New community of V.I.P. users on the Vision Critical Sparq®3 platform offers a deeper level of insight to support customer-led innovation and continued growth

New York, NY and Vancouver, BC – Whistle Sports, global sports media company, and Vision Critical, customer intelligence platform provider, today announced they are collaborating to recruit, curate and maintain an engaged and highly critical community of V.I.P. Whistle Sports users. The community, built on the Vision Critical Sparq® 3 platform, enables Whistle Sports to dive further into the insight from two-way conversations that have formed the foundation of its content since its formal launch in 2014.

“Data and analytics are critical to understanding our community. Through this collaboration, we expect to gain a deeper understanding of our customers to guide innovation within Whistle Sports and continue to develop genuine, fun and unexpected content and activations,” said Michael Cohen, COO Whistle Sports.

With an insight community built on the Sparq 3 platform, Whistle Sports will be able to go beyond traditional research and demographic information to learn more about the interests, opinions and motivations of its fans and followers, which have grown to 350 million and are growing by 2 million per week. By building an ongoing relationship with its community members, Whistle Sports can uncover how their attitudes, habits and interests change over time, enabling the company to react quickly to shifting trends and maintain its position on the leading edge of innovative sports programming.

The Sparq platform enables Whistle Sports to build infinite profiles, which expand with each activity to grow richer and deeper over time, and segment its community by any variable in its member profiles. This capability provides the company with the ability to dig into results from previous activities and gather more information to uncover insight that ad hoc randomized research cannot provide.

“A direct line of regular communication with audiences is essential to maintain momentum and drive customer-led innovation in the fast-changing entertainment industry – something that Whistle Sports clearly understands and has built into its operating model,” said Tyler Douglas, Chief Sales and Marketing Officer for Vision Critical. “As a forward-thinking, highly innovative company that has already demonstrated tremendous growth through listening to its customers, Whistle Sports stands to gain significantly from the strengthened customer relationships and deeper understanding provided through this dedicated insight community.”


About Whistle Sports

Whistle Sports is a global sports media company that creates, curates and delivers compelling sports content for fans and brands across multiple social, digital and TV platforms. Since its formal launch in 2014, Whistle Sports has built an active, global community with over 475 of the world’s most engaging sports content creators that now encompasses over 350 million aggregate subscribers, fans and followers with a growth rate of over 2.5 million a week. The company’s investors and equity holders include Tegna, NBC Sports, Sky Sports, Liberty Global and Emil Capital, as well as multiple professional sports leagues.


About Vision Critical                               

Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today’s always-on, social and mobile savvy customer, Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. Unlike traditional customer research, which is slow, expensive and gathers dust on a shelf, Vision Critical’s customer intelligence platform replaces static data and cumbersome reports with real-time actionable customer intelligence that companies need to build better products, deliver better services and achieve better business outcomes.

Hundreds of high-performance organizations use Vision Critical’s technology. Follow us on Twitter at