Sport with a twist and a shout | Driven — Strategy, Design, Technology

Virgin Sport

Virgin is well known for redefining and disrupting businesses. But also for provoking social awareness and trying to make the world a better place. With a mission to promote major sporting events for the community, Virgin Sports aims to provide a variety of sporting experiences in order to bring athletes, family and friends closer together.

Virgin Sports Challenges are called "sport festivals" and combine sport activities with family fun. Given this context, it was clear from the beginning that the technology platform for event promotion and management of all logistics would have to be sophisticated, secure and scalable. In an effort shared between several internationally renowned companies, Driven ensured the development of the website, CRM and the integration of all systems.



For the launch of its brand, Virgin Sport envisioned a system where a state-of-the-art website would act as the frontend for its operation, supported by a CRM and a suite of integrations that included a ticket sales and merchandising selling platform (Attendly) and an offline application (Raceday) for on-the-run control of sporting events with an algorithm to calculate results in real time while showing them on the website.


As part of its ongoing partnership with ACQUIA, Driven was invited to implement the key components and overall system architecture. The technical and functional specifications resulted from a long series of analysis and requirements workshops. The four main vectors (Architecture, Drupal, SugarCRM and Raceday) were addressed in an iterative and synchronized way, with well-defined priorities: launching the marketing campaign and treatment of racing results during the events. The various integrations, particularly with Attendly, have always been regarded as one of the critical success factors.


A marketing platform where Virgin Sport announces its events, sells tickets, collects funds, rallies volunteers and publishes the results in a global and user-oriented way, supported by a CRM where all customer information is stored and managed. The CRM allows Virgin Sports to produce customized marketing campaigns and integrate them with all the tools that support the operation (Attendly; Raceday; Mylaps; etc).

Virgin Sport Image

The name Driven captures it all

Mary Wittenberg Virgin Sport CEO
Virgin Sport Image

Let´s do something together!

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