Operating Model.
So the system runs — not just exists.
An operating model in sport defines who owns decisions, data, technology and delivery. Layer 07 makes the Fan Relationship System a sustainable internal capability, with governance and responsibilities that also apply to brands and media organisations.
On this page
Why an operating model in sport needs clear ownership.
Most digital transformation projects fail not because of bad technology — but because no one defined who owns what after go-live. The Operating Model closes this gap.
It covers team structure, vendor management, decision rights, KPI ownership and the governance framework that keeps the system running and evolving without permanent external dependency.
Decision Rights
Who owns the Identity Layer? Who approves content strategy changes? Who controls vendor contracts? Clear accountability structures prevent paralysis.
Internal Capability
Which roles need to exist internally? Where can vendors be used strategically? The operating model defines the team structure for sustainable system operation.
Vendor Management
Technology partners, agencies, data providers — the operating model defines how they are selected, contracted and managed. Strategic control stays internal.
The four dimensions of the Operating Model.
Each dimension must be defined before the system goes live.
Governance Framework
Decision processes, escalation paths, quarterly review cycles. The Fan Relationship System is a living system — governance keeps it aligned with business objectives.
Team Architecture
Roles, responsibilities and reporting lines for fan data, platform operations, content and commercial activation. Built for the organisation’s actual size and ambition.
KPI Ownership
Every layer has clear KPIs. The operating model assigns ownership: who reports what, to whom, on what cadence. Fan data becomes a management tool, not just an analytics report.
Capability Roadmap
From launch to maturity. The operating model defines the 12–36 month capability building path — so the organisation grows into the system, not just inherits it.
Frequently asked questions.
When should the operating model be defined?
Before go-live — ideally during the platform build phase. The operating model is not a post-launch activity. It needs to be ready when the system goes live, so day one operations are clear.
How large does the internal team need to be?
Smaller than most organisations expect. A lean core team with clear ownership — supported by strategic vendors for execution — is more effective than a large internal department without clear accountability. Brand & Story defines the minimum viable team for each mandate.
Can the operating model work with existing org structures?
Yes — but it requires honest assessment of where existing structures create conflict. The most common issue: fan data ownership sitting in IT while commercial activation sits in marketing, with no shared accountability. The operating model resolves these conflicts explicitly.
What happens without a defined operating model?
The system stagnates. Technology gets built, data gets collected — but no one owns the outcomes. Vendors fill the governance vacuum. Costs rise. Impact falls. The operating model prevents this from the start.
How does Brand & Story support the operating model?
By designing it as part of the mandate — not as a separate consulting project. Governance, team structure, KPI framework and vendor management are defined alongside the platform and data strategy, so everything is coherent from day one.
Connect the work your team repeats.
Turn recurring research, coordination and content tasks into AI-assisted workflows with defined outputs, human review and team ownership. Start with one scoped process, then test its value in practice.
Explore AI Workflows ↗A system without an operating model is a project without a future.
Brand & Story designs the operating model as part of every mandate — so the Fan Relationship System runs internally after implementation, without permanent agency dependency.
Discuss your operating model → All 7 Layers →