PWC Study: "Football's Digital Transformation
According to a PwC study, the soccer business has entered the digital age. Personalized content is the new driver of clubs’ return on media investment. Advanced technologies are opening up new business models and growth strategies.
"Football's Digital Transformation - Growth opportunities for football clubs in the digital age" is the name of the study conducted by PWC Switzerland, International Football Arena and Exozet and published on Tuesday. It is dedicated to the transformation of the football business in the digital age. It reflects on a variety of different yet closely intertwined areas of digital progress and highlights their potential impact on the football business.
After the game is before the game: Digital technologies and media enable soccer fans and clubs to communicate with each other far beyond the classic 90 minutes of play. As the technical possibilities increase, so does the demand for more content and a personalized user experience. "Football clubs need to develop new commercial business strategies if they want to remain competitive off the pitch in the digital age," says David Dellea, Head of Sports Business Advisory at PWC Switzerland. "A larger and younger generation of football fans has grown up in the digital world. For them in particular, the digital offering has a decisive influence on whether they become and remain a fan of a club."
Personalized user experience
Football fans leave behind significant amounts of personal data and information in the digital world. When football clubs analyze this data, they get to know each fan better. They also gain a key competitive advantage in the industry by targeting content and personalizing marketing messages and offering relevant products and promotions. On the one hand, this ensures their long-term loyalty to the brand. On the other hand, it allows clubs to increase their revenues by providing cross-selling and up-selling opportunities.
Exclusive data always within reach
Thanks to new devices worn directly on the body, in the future fans will be able to compare their pulse with that of a soccer star, for example, or experience a football match in a completely new way with live commentary from the sidelines. "The market for these devices called wearables is starting to grow right now, they are affordable and the platforms are not yet regulated. With the use of commercial data and information, lucrative business models and marketing strategies for football clubs and players are emerging here," summarizes Frank Zahn, CEO of Exozet.
