Developing Data Tools to Measure Engagement at UK Cultural and Sporting Events

This research funding opportunity supports the development of innovative data-intensive methods to capture and analyse engagement data from unticketed cultural, heritage, and sporting events across the UK. The programme seeks to create practical, deployable tools that can measure attendance and visitor engagement in real-world settings within at least one DCMS (Department for Culture, Media and Sport) sector. Projects can run for up to 34 months starting in May 2027, with funding of up to £1.32 million available (80% funded by the Arts and Humanities Research Council with 20% co-funding required). This is an ideal opportunity for research organisations, technology providers, and cultural institutions to collaborate on solving the challenge of measuring engagement at events where traditional ticketing systems are not in place.