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Une Marija Jurkstaite represents European basketball club Žalgiris Kaunas that is one of the oldest teams in the EuroLeague. The club operates the largest indoor arena in the Baltics – Žalgirio arena. Along with basketball Žalgiris organization also manages professional football, rugby and esports clubs. Since Une became Ticket Sales Director of BC Žalgiris Kaunas in a couple of years many new projects were implemented and the gain from ticketing doubled. This summer Zalgiris Kaunas was awarded the Euroleague Devotion Marketing Award for its exceptional Ticketing Acceleration program. The club accomplished a marketing strategy based on new market needs and requirements. It is an example of how to meet and exceed fans’ expectations, enhance their game-day experience, increase their engagement through social media, and explore new ticketing sales opportunities that lead to revenue increases. Recently Une became the Chief Business Officer of the club and now focuses on business growth.
We caught up with Une Marija in the lead up to the event and asked her a few questions about her arena and presentation topic:
Could you tell us a bit more about the Zalgiris Arena, which is the largest indoor arena in the Baltics and home to Basketball Club Zalgiris?
"Zalgirio Arena was built in 2010 and is the largest and the most modern multipurpose arena in the Baltic States. With an excellent acoustics, cutting-edge technological solutions and 8 different halls we implement around 150 events every year, from basketball or figure skating championships to concerts, artistic ventures, film festivals, exhibitions or private events. We hosted stars like Robbie Williams, Red Hot Chili Peppers, Kylie Minogue, Enrique Iglesias, Andrea Bocelli, Lenny Kravitz, Eric Clapton, Rammstein, Muse, Elton John, Sting, Bryan Adams, James Blunt, Mariah Carey and many more. Furthermore, it is the home arena of the Zalgiris Kaunas team, participating in the European top-tier level professional basketball club competition. Zalgiris home arena a couple of times has been named as the best venue in the league."
You'll be speaking at the event about the evolution of consumer behaviour - Could you give us some insight into your presentation and its relevance to connected stadiums?
"Connected Stadium Summit invites to find out what technologies could be used to improve the fan experience in stadiums and arenas, and I will go back to the reasons why we need to take that step and bring innovative solutions to the entertainment business. I will discuss experience economy, trends and technologies that caused changes in the consumer behaviour and value perception, as well as how these changes can kill a business or make it thrive."
Is technology changing sports, and if so, how and why/why not?
"Technology is changing the lives of people, reinventing societies and even generations. It affects their behaviour and expectations. Since sports business without people cannot survive, we have to adapt and change many things, such as how we sell tickets, how we talk with our clients, how we work with our sponsors, employees and other stakeholders. We need to develop new strategies of what content we offer and how we solve problems. We have to look for new ideas on how to attract fans attention, win engagement and keep it long enough. "