Digital transformation is the new phenomenon that will reform every other industry and the one surrounding sport is no exception. The very competitive landscape of Football teams are not just limited to the field anymore, they operate like transnational or global corporate and compete in every aspect of their existence, ranging from garnering fans on social media to commercial engagement on Digital platforms.

This very reality of the virtual is not only helping them increase their revenue but gather enough sales base to sustain. The erstwhile match day programmes have turned into sophisticated posts on social media. It is easy operate, quick, and interactive. To resonate their ‘war cries’ across the globe, what else do they need?

Digital transformation in FOOTBALL?

Even half a decade ago who would have though, right? But this reality is what propelling the creation of digital teams as part of PR in most big clubs in Europe and in other continents, where football is not just a game, but a way of life.

The primary reason is the fact digital media transforms geographical barriers. Imagine the craze and frenzy, an EL-clasico generates in Asia itself. This is because engagement becomes easy, up close and personal.

But that’s just the beginning. Over time and with the development of a digital culture, digital transformation begins to affect the organisation as a whole.

Football teams will change the way they make decisions and will begin to use all of the (valuable) data they collect to assist in the process. Also, new ramifications will also emerge in the company’s business, because with such a large fan base, any product has potential.

Improving processes is also part of the digital transformation in football

In sport, in particular in football, you can already see how some teams are betting on the use of technology to improve the performance of players or to improve the experience of fans both inside and outside the stadium.

However, not all teams are taking advantage of the technological potential. What is the use of having 500 million fans if we cannot connect with them and offer relevant content to each of them?

The best way for a team to connect with each fan is to know who they are and where they come from. The following list is what they look at to figure their fan bases:

• Online store;
• Physical store;
• Membership;
• Tickets;
• Museums;
• Applications;
• Contests and prizes.

In order to gather all this information, platforms are needed to manage the millions of fans, analyze them, and create automatic marketing campaigns. With analytics and data we know who they are, what each one does and how we can serve them better.

So how exactly does this Digital Transformation helps engaging fans across platforms?

The formula for success in creating a good connection with our audience in sport is to create meaningful digital experiences. For example, through Gamification, such as fantasy league games developed by the team itself or in partnership with other companies.

Bet on content: texts and video

Create relevant content that fans can only gain access through the team app, such as, stories about players or the team, unique news or even training plans for players;

Promote competitions

A club can easily offer a guided tour of the stadium or a club sweater with the goal of involving the community and increasing the database. Just imagine a campaign where Real Madrid offers 10 football jerseys on social media. What Euphoria it might create?  In a matter of hours the team would generate millions of interactions on social media and site visits.

New business models

Engagement is fine and well. But, can I improve my conversion rate with digital?  Or can I enhance sales of the existing merchandise? So, let’s think about this: If a club provides a true digital experience, it can easily sell to new geographies and increase sales without even changing the product or investing in new stores. Yes? E-commerce has crossed borders and is an alternative form of buying and selling if not the primary. Correct?  So why cannot Football clubs leverage that potential in terms experience and ease of use. Thus for instance an English club can not only sell their merchandise to fans sitting in India they can give demography specific customisation, size and fit for instance or may be choice of colour for that matter.

Can Digital improve Stadium Experience?

To answer this question let us take the example of the Portuguese giants FC Porto. Through an app FC Porto approaches fans and lets every fan know about latest team news, engagements, interviews and more.

Paper tickets will cease to exist

The FC Porto APP not only provides news about the club but also information that helps people find their seat, and facilitates access to the stadium for members with an annual subscription/Season ticket/Annual Seat.

Now, members can enter the stadium only with a QR Code present in the app, available for both smartphone and wearables.
Members who do not have an annual seat can buy tickets via the app and at the entrance of the stadium they only need to show the QR Code.

Geofencing – instant notifications

Another peculiarity of FC Porto app is Geofencing. Geofencing allows the application to send notifications to fans within and around the stadium with information and content.
This tool opens new doors; it allows the stores in the vicinity of the stadium to send promotions and advertising about them.

Statistics that count (digital)

• 46% of social media activities related to TV are about sports;
• 67% of sports fans use their smartphones while watching a match on TV;
• 76% of sports fans use the smartphone at the stadium.

The Manchester United Technology Lab

FC Porto is not the only in the game. In fact, one of the most successful clubs in England, Manchester United have gone beyond and has recently created the United Xperience Lab, a place where the club will develop knowledge and learn how to use technology in their daily lives.

The goal? Be the first in the adoption of digital marketing and social media as well as developing new and better ways to connect with 600 million fans through the potential of technology.

United understands the importance of digital and realizes that this trend will not change anytime soon, hence the investment in R & D (experience lab), to be always at the forefront of innovation and to distinguish itself from competitors.

In short

United Xperience Lab is a great example of how a company can incorporate research and development into their DNA. The truth is that its not always enough to “follow and copy” the existing trends.  Especially for brands like Manchester United.  These have to lead this digital transformation, especially in sales and marketing.

What can other companies learn from football teams?

It is evident that few companies get a customer/fan base as large as football teams. But even teams may struggle to attract, manage and convert fans into customers.

The bottom line is, the way to do this is to accommodate customers and provide them with the best experiences, offline or online.

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