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EFL Data and Insights Award

Goodform and EFL shortlisted for Data and Insights Award

Goodform are shortlisted for the Data and Insights Award at the 2022 Sport Industry Awards with longstanding client, the EFL.


The EFL, and eCRM and Data partner Goodform, received the commendation for their work together on iFollow – the live OTT streaming service created for EFL club supporters around the world.

Goodform conduct on-going data analysis for the EFL across their digital estate, as well as in-depth supporter research. For iFollow, Goodform continuously provide the EFL with a holistic understanding of the iFollow audience, which has so far spanned a staggering 4,000 matches and 5 seasons.

Data and insight are continuously utilised for highly targeted omni-channel marketing campaigns powered by Goodform, and have driven a sustained uplift in engagement with the iFollow platform over the last two seasons.

From a wider stakeholder perspective, EFL Clubs have benefited heavily from this data-led approach. Following the 20/21 season, high engagement across 72 club streaming services generated more than £42 million in much-needed revenue for clubs during the global pandemic.

As well as benefitting clubs, iFollow plays a crucial role in allowing football fans to regularly watch the teams that they love. The sheer scale of streaming is huge, with over 805 million minutes and 1659 minutes live streamed during the 20/21 season alone.

Joe Kyle, Client and Commercial Director, Goodform, commented:

“iFollow has been a key platform for the EFL and its clubs in engaging fans both domestically and internationally. We are very proud of the role we play in delivering ‘Always-on’ insights that inform longer term strategy and on-going omni-channel marketing activities that are driving engagement and subscription growth.”

Goodform and the EFL are amongst some credible nominees for the Data and Insights Award, including: Brentford FC, Sport England and The Hundred.

Meanwhile the EFL are nominated for a handful of awards, including: Sport Organisation of the Year; Partnership Award with Ebay; Brand of the Year and Event of the Year for the Play Off Finals.

Find out more about Goodform’s work with the EFL by clicking here.