Reviews and customer insights technology firm Feefo is extending a partnership with Thomas Cook to cover its sports travel division.

Thomas Cook Sport will deploy Feefo’s AI-powered, invitation-only insight platform, building on a three year relationship between the two companies.

Feefo’s solution enables customers to post reviews about the experiences at sporting events, such as the Wimbledon Tennis Championships or Formula 1 Monaco Grand Prix.

Rob Slawson, head of Thomas Cook Sport, said: “As a company dedicated to giving our customers amazing experiences, we value transparency and openness above all else, which makes Feefo the perfect partner.

“Our customers will now be able to share hugely valuable and real opinions with us and fellow sport-lovers because of Feefo.

“We always listen to our customers and this gives Thomas Cook Sport an opportunity to gather actionable insight that will be used to improve customer experience.”

Feefo CEO Matt West added: “Our technology empowers brands to engage more smartly and more intimately with their customers than ever before.

“Through the agility of our smart technology we extract the true value of customer opinion, increasing a brand’s reputation for trustworthiness and transparency.”