The digital area will lead the future of fan experience, sponsorships, communication and a big part of clubs and players revenues. But, the games will continue to be played on the pitch, so the right combination between both environments will be the perfect recipe.
A few weeks ago, I attended to Hoy Es Marketing 2017, an annual congress that gathers successful professionals in marketing and business in Spain. On stage, Beatriz Navarro, Fnac marketing and communication manager, stressed the importance of the online field, where digital big players like Amazon have adapted by opening physical stores. Precisely, in the offline channel, Navarro stated that physical shops accumulate up to 90% of consumer purchases.
Broadcasting live matches via Facebook, yes. Activating sponsorship campaigns on Youtube, yes. Promoting online tickets and merchandising, yes. However, we have to keep in mind that that the core and origin of entertainment will remain in the pitch, where the presence of fans is the first commercial asset. Empty stands do not attract fans, televisions or sponsors.
Therefore, wonder what the stakeholders group expect from the omnichannel area:
- What indicators should I focus on to compare my online v offline performance?
- Which actions could I replicate on more channels to add more value?
- How good is the fan experience journey in each environment?
It seems clear that the digital environment will eventually fully integrate with the consumer experience. That being said, understanding that the fan will conceive everything as a whole experience will be a key perspective.