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How the digital business is transforming football

“Football would be nothing without traditional local fans”. True. However, are we aware that most of the teams we admire would not probably win any trophy if it weren’t for their global audience? Manchester United’s stadium Old Trafford has a capacity of 76,000 seats....

“We move towards a more social sports industry”

Marketing is no longer about creating a product, the way we market is the product. Every single interaction from our fans with our brand matters, being football just a secondary detail in many cases. And, as our next guest explains, we are facing a mindset challenge....

FC Barcelona Women projects a revenue of 4.8M€

What are the main revenue streams of a top team in women’s football? In Spain, Primera Iberdrola registers multi-million euro losses each season and the pandemic prevented clubs from receiving up to 600,000 euros in TV rights last season. Clearly a market in its...

Behind Barça’s new digital strategy

“The future of any sports property is to be a media and data company”. With this statement for 2Playbook, Dídac Lee, former FC Barcelona board member who has led the biggest digital transformation in the club, developed a strategy designed to leverage the most...

2021: The new game of sports marketing

People would not care if 77% of brands disappeared. The truth is, brands are already disappearing because of the pandemic. How could sport help to fill that gap in meaning? The sports sponsorship market fell from $46.1 billion in 2019 to $28.9 billion in 2020, a 37%...

Guaraná, the accelerator of women’s football in Brazil

“First of all, I would like to apologize on behalf of the brand for not having understood how important women’s football was until last year”. Guaraná Antarctica, probably one of the brands with a more profound blend into any country’s culture. Brazil cannot be...

eSports, key for the entertainment of football

From geek to cool. In a highly-competed and global race for fans’ attention, eSports have emerged as a lifeboat to maintain football relevant. While two out of five young people simply don’t care about football, the intersection between technology and experience can...

“Nobody beats us when it comes to engagement”

“Secret, I bought this deodorant because you’re a sponsor of the NWSL”, or “My first Budweiser, thanks for supporting the NWSL”. According to the NWSL’s Vice President of Business Development, Lindsay Barenz, on a recent participation at the Athens Women’s Football...

Behind the scenes of top women’s football tournaments

Effective communication, multicultural awareness and language skills represent essential assets to deliver successful tournaments at an international scale. Marely Flores-Martinez, Women’s Football Tournaments Manager at FIFA, shared her best lessons about organising...

Mastercard, after Visa in women’s football

Visa is perceived as one of the top brands supporting the women’s game. The truth is Mastercard has been a major sponsor of women’s football for 26 years. How has been the race for the spot of “the credit card of women’s football”? Mastercard, since 1994 To many...

Future generations disconnect from football

Among young generations, two out of five people don’t care about football because they simply have “better things to do”. The most popular sport worldwide is missing a whole generation aged from 16 to 24 years old, according to the latest ECA report on fan engagement....

INAC Kobe’s journey to $1M revenues

Japanese women’s football has taught us, for many years, a valuable lesson about doing more with less. More titles and awareness with less participation and resources than top national associations. With only 51,000 registered players, in comparison to 1.3M in United...

From football fans to people

The consequences of the pandemic on live content and experiences have led sports to become less relevant where the ‘hype’ is, the digital environment. Clubs have been pushed by circumstances to become brands and athletes to prove they are influencers. Football fans...

Welcome to the beginning, Angel City

Unapologetic. Undeniable. Unstoppable. These are the main values of Angel City, the new women’s football franchise that has just landed to Los Angeles, supported by celebrities from Hollywood like Natalie Portman and investors from the sectors of technology, media and...

Opportunities for English clubs to ease £8.7M losses

Is the pandemic a true existential threat to women’s football? Like any product at a growing stage, it needs investment and patience. A long-term commitment with the aim of shaping the sport and society, providing the prestigious tag of “pioneer” to the ones that...

UEFA’s commercial success in unbundling women’s football

Women’s football is the biggest growing opportunity in sports, being football the biggest, the most participatory and the one offering more opportunities for young girls and boys. In terms of investment, “women’s football is just a winner”. With these words, Rebecca...

“Positively impacting the growth of women’s sports”

Inspiring young girls around the world through journeys of female athletes, especially in markets like Middle East and North Africa; maintaining authenticity from the pandemic when it comes to content creation; and leveraging opportunities across all areas in the...

The business growth in Dutch women’s football

How has Dutch women’s football evolved since the last Euro? We could comfortably describe as a rocketing growth what women’s football in the Netherlands has experienced in the recent years, especially at an international scale. From participating in their first FIFA...

From branding to profitable responsibility

Culture eats strategy for breakfast. Peter Drucker used this approach to describe how brands should grow in parallel with society, fitting in an existing worldview. Because of the current pandemic, companies are almost forced to stand up and show their social side....

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