Dentsu Sports Analytics (DSA) today announced the appointment of Alex Gummer as Senior Vice President to lead their division in EMEA.

Gummer is a commercially focused sports marketing professional with over 15 years’ experience, delivering projects using the latest data-driven digital marketing techniques for leading brands and rights holders.

As Director of Platforms, Data & Insight at Saracens Rugby Club, Gummer led the marketing function across the Saracens group.

Prior to Saracens, Gummer was Client Services Director at Two Circles agency where he worked on data projects for a host of properties including Wimbledon, IOC, UEFA, Liverpool FC, AFC Bournemouth, and the LTA.

Gummer’s position as SVP at dentsu Sports Analytics will see him lead the company’s strategy and client delivery in EMEA, across a variety of world-leading brands and properties within the sports and entertainment sector.

Glenn Lovett, Managing Director of dentsu Sports Analytics, said: “We’re delighted to have Alex on board as we continue our mission to develop new sponsorship measurement tools and methodologies that bring together custom research expertise with advanced consumer data analytics and modelling.  With his combined data agency and rights holder experience, Alex has the perfect background to drive our business forward across the EMEA region and I’m excited to be working with him.”

Alex Gummer said: “I’m incredibly excited about joining dentsu Sports Analytics.
DSA are uniquely positioned, with access to some of the largest data sets and the most advanced consumer research in the industry. These assets in the hands of the exceptional team at DSA combined with the full capability of the Dentsu network, provide huge value to our clients. I look forward to working closely with everyone at the agency.”