4Global renews, extends contract with Sport England
By Josh White
Date: Thursday 03 Apr 2025
(Sharecast News) - 4Global announced on Thursday that it has renewed and expanded its contract with Sport England in a deal worth up to £4m over four years, following a competitive tender process.
The AIM-traded firm said the renewed agreement would significantly broaden the scope of its work under Sport England's 'Moving Communities' programme.
First awarded in 2021, the contract was initially focussed on collecting performance data from public leisure facilities to inform policy and investment decisions.
The platform now tracked activity data for over nine million users across more than 1,000 sites daily.
Under the new Insight Solutions contract, 4Global said it would deliver enhanced data and analytics services using its upgraded Insight.OS platform.
The company's dataset now incorporated a wider range of inputs, including wearable device data and community event participation, providing more comprehensive insight into physical activity patterns across England.
It said the expanded deal would support Sport England's £250m place-based investment strategy, allowing national and local bodies to deploy resources more effectively, monitor outcomes in real time, and demonstrate the impact of funding decisions.
4Global said it would engage with a broad range of stakeholders across the sport and physical activity sector to deliver coordinated, data-driven solutions.
"This new agreement is a strong endorsement of our ability to deepen and expand client relationships, which continues to lower our customer acquisition costs and drive EBITDA margin improvement," said chief executive officer Eloy Mazon.
"It also reflects the shift in our commercial model, with multi-year, multi-million-pound contracts underpinning our transition to annual recurring and repeatable revenue."
Mazon said the migration of clients to Insight Solutions was already delivering meaningful profitability gains, adding that the strength of the firm's dataset enabled it to offer richer insights to partners like Sport England as well as reinforced a "defensible competitive moat" around the business.
"Wins like this contribute to a growing base of forward-looking revenue and position us well for long-term growth."
At 0901 BST, shares in 4Global were up 2.04% at 25p.
Reporting by Josh White for Sharecast.com.
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