Harlequins partners with AccountsIQ to drive data-led operations

Harlequins F.C. has announced a multi-year partnership with AccountsIQ, which will see the cloud accounting provider become the club's Official Data & Insights Partner.

As part of the agreement, AccountsIQ will acquire naming and branding rights for the club's West Stand, to be renamed the AccountsIQ Stand for the 2025/2026 season, along with associated branding for the coaches' gantry and laptops used within the club.

This partnership aims to place data and analytics at the centre of Harlequins' operations, both on and off the pitch. The AccountsIQ Stand is expected to become the main site for data-driven decision-making at the club, with a particular focus on the application of technology in sporting and business contexts.

The collaboration will also introduce the AIQ Match Insights, Preview, and Coaches' Ledger content series. These initiatives are designed to enhance fan engagement by showcasing how analytics influence team performance and strategic planning.

Emphasising data-driven culture

The partnership combines Harlequins' drive for advanced insights with features from AccountsIQ's cloud finance platform. AccountsIQ's platform provides functionalities such as automating manual data entry and consolidating multiple accounts, facilitating transparency and control for organisations managing complex operations.

Laurie Dalrymple, Chief Executive, Harlequins said: "We're delighted to welcome AccountsIQ to the Harlequins family ahead of the new season as Data and Insights Partner and the title sponsor of the West Stand at The Stoop. AccountsIQ shares our commitment to using clear insights to drive progress both in our sporting performance and how the Club operates as a business, and the new AccountsIQ Stand will serve as a physical and digital hub for that activity for this season and beyond."

The new AccountsIQ Stand will incorporate both digital and in-person elements, creating a space dedicated to the practical application of data-driven methodologies across the club's operational and sporting activities.

AccountsIQ perspective

Darren Cran, CEO at AccountsIQ, added: "This partnership marks a significant milestone for The AccountsIQ Group. The Harlequins brand - and especially its iconic jersey - is among the most recognised in the rugby world and across the wider sporting landscape. Becoming the club's official data and insights partner reflects the strong synergy between Harlequins and AccountsIQ, and highlights the power of data and intelligence to drive teams forward and deliver results - whether for a finance team in business or a rugby team on the pitch. We wish the team every success for the season ahead and will be watching keenly from the newly named AccountsIQ Stand!"

AccountsIQ supports over 35,000 users in more than 85 countries and includes ExpenseIn, an expense management software, within its group. Its emphasis on automated processes and business intelligence underpins the partnership's focus on offering operational transparency and agility for the club.

Stadium and fan engagement

Harlequins play their home matches at the Twickenham Stoop stadium in southwest London, with a capacity of 14,500. The club occasionally also plays at the larger Twickenham Stadium, known as Allianz Stadium, as part of major events, including the annual Big Game and the Big Summer Kick-Off, designed to attract larger audiences for both men's and women's matches.

The partnership with AccountsIQ is expected to provide visibility in both branding and initiatives aimed at engaging fans with behind-the-scenes data and strategy content. The intention is to offer a greater understanding of the role analytics play in modern rugby operations through digital features and branded matchday experiences.

Harlequins has reported strong crowd attendance, with most matches at the Stoop selling out over the past three and a half seasons. The club has also noted an increase in digital follower engagement, ranking as one of the most followed rugby teams in England.

Background

Founded in 1866, Harlequins is a founding member of the Rugby Football Union and claims a longstanding heritage in British rugby. The club fields men's and women's teams and has experienced recent success, winning the domestic league title in the 2020/21 season.

The agreement with AccountsIQ follows a broader trend of partnerships within sport that aim to leverage data analytics to improve team performance and engage with supporters in new ways.