industries

Data & AI consultancy for entertainment, sports and hospitality.

We build the data backbone behind unforgettable live experiences. Festivals, venues, sports clubs and hospitality with one expert team, working with turns high-volume event data.

The challenge

The data behind every event is scattered, sensitive and slow.

Every event throws off data. Ticketing, access scans, cashless spend, CRM and app activity each hold a piece of the picture. On its own, none of it answers the questions your directors and marketeers actually ask. Who are our fans. What made them buy. What will they do next.

For most live-experience businesses that data sits in silos, split by event and by brand. It is hard to classify, sensitive to handle, and slow to turn into anything useful. By the time a report lands, the moment to act has often passed. Getting this right is the difference between guessing what your audience wants and knowing it.

One expert data team, and the event data platform it builds

You do not need to hire and manage a full data department to work like a data-led business. i-spark gives you a complete team and the platform it runs on, in one flexible engagement.

Data-Team-as-a-Service

A multidisciplinary squad covering architecture, engineering, analytics and strategy, for the cost of a single interim hire. We scale up or down as your calendar and campaigns demand, with no rigid commitments.

Composable Data Hub

Clean, governed, scalable event data that any tool or AI can consume. We connect your sources into one anonymised platform, so every brand, event and team draws on the same trusted numbers. It is built to be AI-ready from the first day.

What we deliver

Built around how your sector works.

The part that takes care is making it production-ready, tested, governed, and built so the whole team can use it rather than just the person who configured it. That is what the sprint delivers.

Entertainment

– Forecast ticket sales per edition and spot slow-selling shows early

– Segment audiences to sharpen campaigns and personalise fan journeys

– Track crowd flow, entries and exits, to plan staffing and safety

– See fan behaviour across every brand in your group, not one event at a time

Sports

– Build a single view of members, ticket-buyers and supporters

– Predict attendance and matchday demand to price and plan smarter

– Turn access and concession data into a clearer picture of the fan day

– Understand which supporters to re-engage, and when

Hospitality

– Connect bookings, spend and loyalty into one guest view

– Forecast occupancy and covers to staff and stock with confidence

– Personalise offers using real guest behaviour, not guesswork

– Compare performance across sites on one shared set of numbers

How ID&T built a central fan data platform with i-spark

In collaboration with Superstruct’s digital team, we worked on setting up Looker, creating shared logic that could be reused across events while remaining flexible enough for very different operational contexts.

Clear definitions, structured business logic and readable models made it possible for analytics to scale without losing trust in the numbers.

Why companies in live experiences choose i-spark

You work with senior data professionals who give you a straight answer.

This is a title

Ethical and people-first

We build long-term partnerships on integrity and transparency, not transactional handovers.

One flexible contract

Architecture, engineering, analytics and strategy in a single Data-Team-as-a-Service that scales with your needs.

Privacy by default

Millions of fans sit behind your platforms. Privacy-by-default principles, GDPR and EU AI Act alignment, and strong security are built in, not bolted on. And you have our directness you can rely on.

Let's build your event data platform.

Tell us what your events already know, and what you wish they could tell you. We will show you what a data-led live experience looks like for your team.