Data Talks

What Data Talks does

Data Talks AB is a Stockholm-based private SaaS company founded in 2014 that operates an AI-powered Customer Data Platform (CDP) built exclusively for sports organizations and adjacent live-event operators. The platform unifies fragmented fan data from ticketing systems (Ticketmaster, Ticketpay, Paciolan, SquadUp, Future Ticketing, MidaTicket), e-commerce platforms (Shopify, merchandise webshops), CRM systems, marketing tools (Meta Ads, Google Ads, email, SMS, WhatsApp, Viber), and behavioral sources into a single supporter view with identity resolution, real-time analytics, and 90+ native integrations hosted on AWS infrastructure. The product suite spans a core Sports CDP, an AI Marketing Department with three specialized autonomous agents (Customer Success, Campaign, Data Explorer), a Gamification Engine, a Loyalty Platform, a Marketplace, and pre-configured analytics dashboards, all sold as a subscription priced per identified supporter profile with a 10-20% ROI-linked pricing benchmark.

The company serves 400+ sports organizations including professional football clubs (AIK, PAOK FC, Ferencváros, VfL Bochum, 1. FC Magdeburg, Partizan, AIK Fotboll, Notts County, St. Mirren, Randers FC, FC Famalicão), ice hockey teams and leagues (HockeyAllsvenskan, EHC Kloten, Rögle BK, HC Pustertal, Austrian Ice Hockey, Hungarian Ice Hockey Federation), rugby organizations (Leinster Rugby, Dolphins NRL), golf federations (Swedish Golf Federation, PGA), national federations (FAI, Basketball Ireland, Finnish Football League), and live events (Parookaville, MVM Dome) across 20+ countries in Europe, North America, and Oceania. The go-to-market combines direct field sales organized into six regional theaters (Nordics, UK & Ireland, Central Europe, Southern Europe, US, Australia) with a partner program spanning resellers, agencies, and marketer referrals.

Data Talks monetizes through annual subscription licenses with optional add-on modules (Gamification, Loyalty) and reports enterprise-grade security and compliance posture including GDPR, ISO 27001, ISO 9001, SOC 2 Type II, and SOC 3. The leadership team comprises CEO Alok Alström, Founder Stefan Lavén, Chief Product Officer Pantelis Parastatidis, and Chief Growth Officer Dionysios Zelios. The company is privately held with no disclosed external investors, parent entities, or funding rounds, and operates at a headcount of 11-50 employees with no public revenue disclosure.

Name

Data Talks

Legal name

Data Talks AB

Website

https://datatalks.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Data Talks AB provides an AI-powered Customer Data Platform purpose-built for sports organizations and live events, unifying fan data across ticketing, CRM, and e-commerce into a single supporter view. The Stockholm-based company serves 400+ sports clubs, leagues, and federations across Europe, the US, and Australia via a subscription model priced per identified supporter profile.

Ownership category

akta.pro rank

Product category

Sports Customer Data Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising Agencies (7311)

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

akta.pro secondary industries

Customer Data Platform (CDP) & First-Party Data Enablement Services (MPAAAIAE), Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD), Data Platforms, BI/Reporting & Player Analytics (CDP/Attribution) (MPAEAKAI)

Keywords

• Sports customer data platform
• Fan engagement software
• AI sports marketing
• Sports CDP
• Supporter data platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. CDP Subscription License: Fixed annual subscription priced per identified supporter profiles (deduplicated individuals). Pricing calibrated so annual license is typically around 10-20% of the direct, measurable uplift generated. Includes unlimited users, campaigns, workflows, emails, and pushes with no caps.
2. Optional Add-on Modules: Gamification Engine and Loyalty Platform available as optional add-ons for clubs that want to pay only for specific features. These are optional modules that extend the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels8 records

Core offering

Data Talks provides an AI-powered Sports Customer Data Platform (CDP) that unifies fan data from ticketing, CRM, ecommerce, web, and mobile into single supporter profiles. The platform enables sports organizations to segment audiences, automate multi-channel marketing campaigns (email, SMS, WhatsApp, Viber), track revenue impact in real time, and deploy optional add-on modules including gamification, loyalty programs, and an AI Marketing Department with autonomous agents.

Product overview

Data Talks offers a unified Sports Customer Data Platform (CDP) as its core product, designed specifically for sports organizations to maximize revenue and fan engagement. The platform combines a CDP with AI-powered segmentation, analytics dashboards, and multi-channel campaign activation. Add-on modules include a Gamification Engine for driving daily engagement, a Loyalty Platform with customizable tiers and sponsor integration, and an AI Marketing Department featuring specialized autonomous agents for automated campaign creation and reporting. The Marketplace extends loyalty rewards redemption. All components integrate with 90+ third-party ticketing, ecommerce, and marketing platforms.

Differentiator

Problem solved

Functional benefit

Brands

• AI Marketing Department: AI-powered marketing automation system for sports organizations featuring specialized AI agents including Customer Success Agent, Campaign Agent, and Data Explorer Agent.

Products and services

• Data Talks Sports CDP AI-powered Customer Data Platform designed specifically for sports organizations. Unifies fan data from ticketing, CRM, ecommerce, web, and mobile into single supporter profiles, enables AI-powered segmentation, and supports campaign activation across email, SMS, WhatsApp, Viber, and digital advertising channels.
• Gamification Engine Optional add-on module that drives daily fan engagement between matches through missions, challenges, points, achievements, and leaderboards, supporting gamified data collection.
• Loyalty Platform Optional loyalty module featuring tier-based rewards (Silver, Gold, Diamond), flexible point system, sponsor integration, and marketplace for points redemption. Recognized fans renew at 20-30% higher rates.
• AI Marketing Department AI-powered marketing automation suite featuring three specialized autonomous agents (Customer Success Agent, Campaign Agent, Data Explorer Agent) that work 24/7 to analyze data, create campaigns, and deliver results automatically with an approval-first workflow for human oversight.
• Marketplace Integration hub connecting loyalty points redemption with external marketplaces, enabling fans to convert loyalty points into real rewards and experiences.

Quantifiable outcome

• 70% increase in known fanbase compared to previous season (HockeyAllsvenskan)
• +6 more outcomes

Named customers25 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability10 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• DynamO PricingcoreTechnology or Integration · 1 November 2025Leading dynamic pricing platform partners with Data Talks CDP to help sports organizations maximize revenue across the entire ticketing lifecycle.
• Leinster Rugby & 53SixcoreStrategic or Co-development Partner · 1 October 2025Partnership with Leinster Rugby and 53Six to harness data for deeper fan engagement and commercial growth using Data Talks CDP.
• TicketpaycoreTechnology or Integration · 1 September 2025Leading ticketing provider integrates with Data Talks Sports CDP to help sports organizations unlock the full value of their supporter data.
• CampaignwarecoreStrategic or Co-development Partner · 1 July 2025Strategic partnership combines interactive digital experiences with powerful customer data platform capabilities for seamless fan engagement and data activation.
• High BlockminorImplementation/ SI/ Consulting Partner · 1 July 2025Partnership combines operational excellence with data platform capabilities to accelerate digital and commercial growth for sports organisations.
• PlaymakersminorStrategic or Co-development Partner · 1 April 2025Strategic partnership integrates CDP capabilities with digital transformation expertise to accelerate commercial growth for rights holders.
• ProDataStackminorStrategic or Co-development Partner · 1 February 2025Partnership empowers professional athletes to build and monetize their personal brands through data-driven strategies using Data Talks platform.
• Parookaville & San HejmocoreTechnology or Integration · 1 February 2025Two of Europe's most exciting festivals partner with Data Talks to enhance visitor engagement through innovative customer data platform for live events.
• Future TicketingcoreTechnology or Integration · 1 November 2024Strategic partnership combines API-first ticketing with CDP to revolutionize sports fan engagement and data activation.
• Knight MoveminorImplementation/ SI/ Consulting Partner · 1 November 2024Strategic collaboration combines advanced CDP with boutique sports consulting for transformational growth.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• StellarAlgo: StellarAlgo operates a sports fan data and analytics platform that unifies ticketing, CRM, and behavioral data for sports organizations to drive audience growth. It competes head-to-head with Data Talks for the same sports-CDP buyer.
• Greenfly: Greenfly provides a content distribution and engagement platform built for sports and entertainment organizations, addressing fan engagement and content workflows that overlap directly with Data Talks' engagement and activation layer.

Emerging players

• Hookit: Hookit focuses on sports sponsorship and marketing analytics, providing sponsorship valuation, fan engagement, and competitive benchmarking for sports brands — overlapping with Data Talks' analytics and sponsor-value reporting use cases.
• Zoomph: Zoomph provides sports marketing analytics and audience insights to teams, leagues, and sponsors. It targets the same sports-marketing buyer with sponsorship and fan-data capabilities, partially overlapping with Data Talks' CDP and analytics offering.
• Blinkfire Analytics: Blinkfire delivers social media and sponsorship analytics for sports, esports, and entertainment. It overlaps with Data Talks' analytics and sponsor-value proposition though with a narrower social-data focus.
• SponsorUnited: SponsorUnited provides sponsorship analytics, valuation, and intelligence for the sports industry. Comparable to Data Talks' sponsor-value reporting use cases from a data-vendor perspective rather than a full CDP.

Broad incumbents

• Sportradar: Sportradar is a global sports data and content provider serving leagues, media, and betting operators. While its primary focus is official data feeds, its broader portfolio overlaps with sports fan-data and engagement analytics that Data Talks also serves.
• Stats Perform: Stats Perform is a sports data and AI company serving teams, leagues, and media with performance and fan analytics. It overlaps with Data Talks' data, analytics, and AI capabilities as a broader incumbent in the sports-data category.
• Genius Sports: Genius Sports provides sports data, technology, and media services across leagues, sportsbooks, and advertisers. It competes for adjacent sports-tech budgets and overlaps with Data Talks on fan-engagement and commercial value use cases.
• Twilio Segment: Segment is a leading horizontal Customer Data Platform serving enterprise marketing and analytics use cases. It is a broader incumbent whose sports-vertical templates overlap with Data Talks' CDP functionality for generalist buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/data-talks
• Xx.com/datatalksnow

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Data Talks