An event doesn’t start at the moment it happens.
For sports fans, the build-up has always been an essential part of the experience. Team news emerges, stories develop, players approach milestones and anticipation builds. After the final whistle, the result and highlights continue the story.
Over 72% of adults rely on their digital calendar to manage their daily lives, making it a powerful place to stay connected to the moments that matter. For sports and entertainment organisations, the calendar has always been a valuable connection between audiences and the events they care about.
Now, AMPLIFY takes that connection further, giving every event even more room to evolve.
When the Event Becomes Part of the Story
ECAL’s calendar platform has long empowered rights holders and brands to deliver timely event details straight to fans. AMPLIFY builds on that foundation, using AI to enrich events with content that adds more context and depth to the moments audiences care to know about.
Once an event is synced, the calendar already has the audience’s attention at the right moment. AMPLIFY enhances that experience by adding richer layers of content around the event as the story develops across the entire lifecycle:
- Pre-Match (-3 Days): Build anticipation with ⚡ Match Facts, 🆚 Head-to-Head Stats and 👕 Player Milestones, bringing personal stories and important historical facts into focus.
- Pre-Game (-1 Day): Keep fans up-to-date with the latest 📰 Story Headlines, from team news and press conferences to injury updates, with links straight to the full story.
- Game Day: Give fans everything they need from kick-off to the final whistle, including local broadcast details, direct streaming links and live matchday hubs.
- Post-Match: Keep the story going beyond the final whistle with Scores & Highlights, post-match analysis, MVP Voting and more.
The content also reflects what fans have chosen to follow. League subscribers receive league-level stories and insights around fixtures, while team subscribers receive content focused on their team. The same fixture can therefore carry a different layer of content depending on the calendar connection.
Built Around the Audience, At Scale
The Premier League is the first organisation to roll out AMPLIFY, bringing this new ECAL feature to its audience across the 2026/27 campaign.
The same event can mean something different depending on where your audience is watching. By combining smart geo-location with ECAL’s Native Language Translations AI, AMPLIFY automatically tailors the calendar entry for every fan. A supporter in Melbourne instantly gets local TV broadcast details, while a fan in Manchester sees regional streaming options, with every update delivered in their preferred native language across 248 countries and 49 languages.
Combined with event-based enrichment and smart business logic, this gives global organisations a seamless way to deliver an even more personal experience to fans everywhere without creating a separate approach for every market.
Extending the Lifecycle and Connection
Connecting fans to events via their calendar has always been high-value, but AMPLIFY creates more opportunities to engage with the connections you already have.
ECAL delivers average click-through rates of 7.64% (up to 5x greater than email, social and display). AMPLIFY works alongside ECAL’s broader performance marketing capabilities to create more relevant opportunities for engagement around every event:
- Engagement Drivers: Bring pre- and post-event experiences into the calendar, from Ticket Alerts, Predict the Score, Fantasy Deadlines and Trivia through to Scores & Highlights, MVP Voting and Surveys.
- Direct Action Links & Smart Alerts: Connect timely content with the moments when it is most relevant, driving engagement to tickets, merchandise, streaming and news.
- HyperIQ In-Calendar Commerce: Position products for sale directly inside the calendar, letting fans buy official tickets or merchandise with fast checkout via Apple Pay or Google Pay.
For marketers, this means an event can support a richer journey from initial awareness and anticipation through to engagement, action and what comes next.
A New Chapter for Event-Led Engagement
For sports and entertainment organisations, AMPLIFY creates new opportunities to extend the experience beyond a single fixture or scheduled moment.
It takes a calendar connection that already works and makes it richer, more useful and more engaging for the fans who have chosen to follow it.
Want to see AMPLIFY in action? Book a call with an ECAL expert to explore what AMPLIFY could look like for your organisation.
