We're Bringing Fan Identity and Intelligence to Databricks Marketplace

AURA™, live on Databricks Marketplace

We're announcing that AURA™, our fan identity and intelligence platform, is now available on Databricks Marketplace. It gives sports, media, and entertainment organizations a new way to connect their fragmented fan data and build persistent intelligence around their audience.

The problem we built AURA to solve

Sports organizations reach millions of fans, but much of that data and those relationships live across ticketing, streaming, merchandise, social platforms, and intermediaries. Fragmented like that, it becomes a commercial blind spot: organizations struggle to understand fans, retain them, grow revenue per fan, and demonstrate their value to sponsors.

What AURA does

AURA builds persistent intelligence around each fan, an evolving understanding of who they are, what they care about, how they behave, and how their relationship with the organization changes over time.

In a recent streaming deployment around the soccer World Cup, AURA helped convert 33.8% of anonymous visitors into identified fan relationships.

Why Databricks

"Sports creates incredibly valuable moments, but much of the resulting fan relationship sits across platforms and intermediaries," said Aman Johar, Co-Founder and CEO of DataCurve. "AURA gives organizations a way to turn those fragmented interactions into intelligence assets that compound with each new fan engagement. For any organization already running on Databricks, AURA is a natural extension for turning their data into fan relationships that they can measure, grow, and monetize."

The native integration lets organizations connect data already in their environment to AURA and build a persistent fan intelligence layer. That intelligence can be enriched with permitted data from partners and sponsors, adding a more complete understanding of each fan without replacing the infrastructure organizations already have in place. The result is better engagement, retention, commerce, and sponsorship, all while operating within existing data governance and permission frameworks.

Identity as AI infrastructure

AI can generate content and automate campaigns, but its ability to make useful decisions depends on knowing who the fan is, the context around them, and how that relationship has developed over time. As AI changes how organizations understand and engage their audiences, identity becomes the layer that makes those decisions relevant instead of generic.

Where to find it

AURA is available now on Databricks Marketplace as AURA™ Fan Identity Platform by DataCurve.

About DataCurve

DataCurve provides fan identity and intelligence infrastructure for sports, media, and entertainment. Its AURA platform connects fragmented audience signals into persistent fan identities, helping organizations understand their fans and use that intelligence across engagement, commerce, retention, and sponsorship.

For more information, visit datacurve.io.