Optimizing resources in culture and sport

Discover everything you don’t know about your current and potential customers to improve your marketing results with a unique value proposal featuring Big Data and AI services

Success stories

Big Data and AI in culture and sport

With the possibilities offered by Big Data and Artificial Intelligence, museums and sport organizations can exploit the potential of data and develop strategies and initiatives aimed at smarter management of their facilities, enhancing the user and visitor experience and increasing their knowledge of their audience.

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Culture and Sports

Analysing the Profile and Origin of the People Going to Allianz Parque in Brazil

Analysing the Profile and Origin of the People Going to Allianz Parque in Brazil
Culture and Sport

Sierra Nevada: The First Smart Ski Resort in Spain

Sierra Nevada: the first smart ski resort in Spain
Culture and Sport

Getting To Know Visitors of the Queen Sofia Museum in Madrid

Getting To Know Visitors of the Queen Sofia Museum in Madrid
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Opportunities for the culture and sport sector


With greater visitor knowledge and internal process and facility optimization, museums can adapt their offer to make a bigger impact and be more attractive.

Smart experience

Enrichment and personalization of their visit to create an experience beyond mere entertainment.

360º visitor vision

Visitor identification and segmentation to adjust the means of contact and communication and adapt the museum offer and experience.

Smart marketing

Smart marketing management based on visitor behavioural profiling and automated campaigns.

Works dissemination

Promoting works of art as the key to attracting visitors, increasing the impact of visits and getting opinion leaders to talk about the museum.

Sensor systems

Selecting the right technologies and devices for operational optimization.


Based on the analysis of data from athletes and teams, facilities and fans and using advanced analytics capabilities, sports organisations can optimize their space and adapt their sports, sales and marketing strategies.

Smart stadiums

Digitizing stadium operations with sensor systems to capture information in order to enhance facility and resource performance.

Team performance analytics

Capturing, unifying, processing and analysing all the information generated in relation to the sport and the athletes in order to extract and predict match, performance and behavioural patterns.

Business incomes

Member, stadium-goer and/or fan segmentation and analysis to personalize the club’s offer and boost business from a B2C and B2B perspective.

Fan engagement

Monetizing club-related fan phenomena with brand image management in all channels for more effective content and communications.

Enhancing athletes’ performance

Sports Analytics

We provide sports teams with insights to encourage data-based sport decision strategies.

With advanced data analysis, we apply the latest advances in Sports Science, Big Data, Artificial Intelligence and Machine Learning to training session planning and creating analytical tools to provide additional team performance knowledge for competitions.


At LUCA, we work with the Movistar Team coaching staff and global Telefónica Sponsorship team to help improve cyclists’ performance and the results of the Movistar Team.


As a way to collaborate with the competitive development of Movistar Riders, we work with the team to boost the gamers’ physical and mental preparation and provide an analytics tool that offers the team unique insights.

Basketball icon


We contribute with the Movistar Estudiantes basketball team through the development of tools that support the decisions of the clubs technical staff and improve sports performance, thanks to dashboards that draw on Machine Learning and AI to evaluate the performance of teams and players.


Consulting and Analytics

We do end-to-end Big Data and AI project management starting with strategy definitions to deployment in all levels and areas of a company.

Cultural Transformation

We offer training programmes for technical and business profiles to adapt your employees’ methods and skills to the new data-centred culture.

Business Insights

We work with the culture and sport sector to provide unique insights based on anonymized and aggregate telco data from +350 million customers in our mobile network which define the population’s movements and habits.

Technology, Infrastructure and Security

We make a whole ecosystem available with Big Data tools and technologies, infrastructure and security for proper data management.

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Are data-driven strategies in the energy sector competitive? Naturgy proves it.
Artificial Intelligence Big Data

Are data-driven strategies in the energy sector competitive? Naturgy proves it.

13 Aug — Blog LUCA
AI in Advertising: Prediciting Trends or Reinforcing Stereotypes?
Artificial Intelligence Big Data

AI in Advertising: Prediciting Trends or Reinforcing Stereotypes?

12 Aug — Blog LUCA
How the workers travel to Distrito T?
Artificial Intelligence Big Data

How the workers travel to Distrito T?

6 Aug — Blog LUCA
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