Posted by Sebastián Lemos, Account Manager Adobe Experience Cloud
Technology has shown its multiple contributions to the world of sports, and more precisely to football, a discipline that arouses the passion of the masses. As early as 2020, in the midst of the pandemic and at a time when people are at home, technology has allowed a virtual approach that helps clubs stay close to fans. Drones, virtual fans, live streaming, virtual reality, and artificial intelligence inside and outside stadiums were some of the resources that bridged the gap between football and fans.
Today’s fans want more, they want to buy tickets online, book travel and accommodation for the match, accurately locate other event attendees, browse digital stores, view player stats, access coaching guidelines and other team details from your mobile app. This will certainly get worse during the World Cup, when user experience will be at the center of the scene and brands will have to find new ways to interact. Football is also a business of experience.
As a result, teams and sponsors must leverage this immense wealth of information and available technology to understand their users’ digital behavior and provide ad-hoc experiences. Delivering the right message at the right time with pinpoint accuracy is more important than ever and will turn followers into passionate fans generating more business and positive buzz.
Some of our own examples in the Champions League with two big teams can show progress along this line. On the one hand, FC Bayern has been provided with a digital solution that provides exclusive insights from their fans through data collected at each touchpoint (online, offline, B2B and B2C). From there, you’re presented with a single, personalized view of each follower that can deliver individual content across all platforms and devices, but also achieve personalization at scale and in real time. Thus, club supporters enjoy benefits such as discounts on food and beverages on matchday or immersive shopping experiences for spectators at home.
Another own feud was with Real Madrid. Based on fan behavior and combining multiple data, the club was able to experiment with new forms of content, from live videos on Twitch to personalized NFT tickets and super realistic player avatars. In this way, the brand was able to create immersive digital experiences and engage more with fans around the world.
All these possibilities provide benefits on two levels: for fans with instant and highly personalized value-added offers; for clubs, accelerating the growth of their business with new sources of income. A study two years ago by French technology consulting firm Capgemini showed that 49% of football fans increased their purchase of team products after a good digital experience, 42% increased that investment on several occasions, and 92% increased their online spending. subscriptions to watch matches. The World Cup could increase these numbers exponentially.
Undoubtedly, success will be in delivering consistent, continuous, real-time and personalized experiences at scale.
#Football #business #experience