Founding Partner, FanBase Analytics and GAMES

Mlondi Mashinini operates at the confluence of technology, business and sports. He is a founding partner of two businesses, FanBase Analytics and GAMES (Global Assembly Marketing Esports).

FanBase Analytics is a leading data insights, sports business consulting company, it is focused in helping sporting organisations enhance their revenue channels, create operational efficiencies and deliver exceptional fan experience, at every fan touch point.
GAMES is an esports consultancy and digital brand agency that offers advisory, brand marketing as well as content strategies to brands and investors who want to enter esports. GAMES helps brands arrive at a purposeful and new understanding of their customers and business environments by uncovering consumer insights and market place dynamics that highlight the value of the esports culture as a strategic business imperative.

Mlondi has worked in Europe, the USA and across Africa with some of the world’s greatest sports organisations. During his tenure at the Kansas City Chiefs, of the National Football League (NFL), he specialised in Fan Analytics and Database Management, working under the Director of Fan Experience. He managed the data integrity and business operations of the team’s CRM system, using fan profiles to create insights, which were used to aid business operations such as sales, marketing and communication efforts. Additionally, Mlondi managed the team’s Fan Loyalty programme, which was initially exclusively available to season ticket holders. Mlondi was part of the team that developed a programme for all fans, ultimately expanding the membership base from 75,000 to over 400,000 members.

Prior to joining the Kansas City Chiefs, Mlondi worked in the Suite Sales Department at Real Madrid in Spain, working for both the Football and Basketball Clubs. He was part of a team that developed a new partner/customer acquisition strategy for the team. Mlondi leveraged data insights and developed key metrics relating to company size, annual revenues and marketing spend, to determine companies with the highest propensity to buy Real Madrid suites or partner with the club at a strategic marketing level.

Mlondi holds a Bachelor of Science undergraduate degree from the University of Cape Town, as well a postgraduate degree in Business Administration from Gordon Institute of Business (GIBS). He furthered his studies, attaining an MBA in Sports Management at the Real Madrid Graduate School in Spain. During his studies, Mlondi extended his curriculum to include Data Science and Analytics specialisation, with a focus on R Programming as a tool for effective data analysis.
In addition to his career in sports, Mlondi had an eight-year corporate career, highlights of which include working at Investec Private Bank as a risk analyst, as well as project management and cost consulting for inter alia, Sun International Management Limited.
Contact details: and +27 760 369 407 Web addresses: and