Nicole León, ISL Marketing Director, unveils the playbook on how sports properties harness and can further leverage digital marketing in their international expansion strategies. Join us for an insightful discussion as Nicole shares key insights and addresses crucial questions, shedding light on the strategies shaping global success in the digital era.
- What are some shifts in fans’ behavior in the current landscape?
The shifts in consumer behavior within the sports industry are characterized by a substantial move towards non-traditional media channels driven by the acceleration of digital adoption. Approximately 40.7% of global sports fans now choose to stream live sports events through digital platforms. This trend signifies a significant departure from conventional methods of sports content consumption. Furthermore, there is an increased appetite for additional sports content, both related and unrelated to live matches, across an expanding array of platforms.
The demand for content related to live events, such as match announcements, short-term content, and highlights, is nearly as high as the demand for the events themselves. Similarly, non-live sports content, including docuseries and behind-the-scenes footage, has gained traction, attracting not only existing fans but also new audiences. Multi-screen viewing activities have become more prevalent, with the general population increasing its engagement in activities like social media, texting, gaming, and ordering food by an average of 5%, doubling to 10% among Gen Z, even during significant live events.
These shifts emphasize the need for brands and sports rights holders to stay connected to evolving consumer behaviors. As channel and device fragmentation continues to rise, adapting strategies to meet consumers on the right platforms and in the right ways becomes critical for successful engagement and international expansion.
- What opportunities and possibilities do digital media platforms present?
The digital media platforms present football clubs with new avenues to connect and engage with fans in innovative ways directly. The immediacy of these platforms facilitates real-time communication, fostering a sense of community as fans actively participate in conversations, polls, and live events. Additionally, the global reach of digital media allows clubs to transcend geographical boundaries, connect with international audiences, and create a diverse and inclusive fan base. This not only enhances the club’s brand globally but also enables cultural exchange among fans from different regions.
Furthermore, digital platforms enable football clubs to deploy creative engagement methods, such as virtual events, exclusive behind-the-scenes content, and interactive initiatives. These strategies not only capture fans’ attention but also deepen their emotional connection to the club. The ability to personalize content delivery based on fan demographics and interests ensures a more targeted and meaningful engagement. Moreover, the analytics provided by digital platforms empower clubs to understand fan behavior, refine strategies, and make data-driven decisions, continually enhancing the overall fan experience.
In essence, digital media platforms are a dynamic tool that enables football clubs to forge direct connections, foster global communities, and explore innovative avenues for fan engagement.
- What is the biggest challenge for sports properties in digital marketing?
The biggest challenge for sports properties in digital marketing lies in the fragmented digital landscape, making capturing and retaining fan attention increasingly difficult. As the digital space continues to diversify with various platforms and channels, reaching and maintaining a consistently engaged audience becomes a complex task for sports properties. The competition for fan attention across social media, streaming services, and other digital avenues requires strategic efforts to cut through the noise and deliver compelling content that resonates with diverse audiences.
- In the fight for fan attention, what makes sports properties stand out?
In the fight for fan attention, the inherent power they possess to connect with fans and cultivate lifetime loyalty makes sports properties stand out. The emotional connection that fans develop with their favorite sports transcends mere fandom; it becomes a deeply ingrained aspect of their identity. This enduring loyalty provides sports properties with a unique advantage in capturing and retaining audience attention in the highly competitive digital landscape.
Additionally, the ability of sports properties, especially clubs, to create appealing and authentic storytelling sets them apart. Effective storytelling goes beyond the game itself, offering narratives that resonate with fans on a personal level. Whether through highlighting players’ journeys, historic moments, or community engagement, authentic storytelling fosters a deeper connection and emotional investment, making sports properties more memorable and compelling in the eyes of their audience.
- Definitely, conquering fans’ hearts from a young age makes all the difference for a football club. What are some of the ways they can achieve that?
Attracting younger fans demands a multifaceted approach for sustained engagement and growth. Football clubs can strategically optimize their digital presence by embracing popular platforms like TikTok and Instagram, tailoring content to the dynamics of each channel. Collaborating with influencers who resonate with the target demographic adds authenticity to the club’s messaging, while interactive content fosters active engagement. Aligning the club with broader cultural trends ensures relevance, and leveraging player stories and global community building enhances the overall fan experience.
However, the synergy between digital initiatives and physical engagements with clubs globally amplifies the impact of a young target. Expanding soccer clubs beyond their own territory through initiatives such as Summer Camps, Academies, and others not only fosters a sense of community but also provides tangible, real-world experiences, bridging the gap between the digital realm and reality.
These physical initiatives, complemented by digital ones, not only strengthen emotional ties but also offer opportunities for talent development, allowing clubs to identify and nurture young talents globally. By combining digital and physical strategies, football clubs create a comprehensive approach that reaches young fans on multiple levels, solidifying the club’s presence in their hearts and minds for the long term.
- How does having a fan base in different countries expand clubs’ opportunities to generate new revenues?
Having a fan base in different countries significantly expands clubs’ opportunities to generate new revenues. For European clubs, building a global fanbase serves as a strategic move to diversify their supporter base, reducing dependence on a single market. By strategically engaging fans through social media, targeted merchandise offerings, fan events, and local partnerships, clubs can cultivate a passionate and loyal following across borders.
A growing global fanbase not only enhances the club’s brand on an international scale but also contributes substantially to long-term sustainability. This diversified support base brings in additional revenue streams through various channels, including increased ticket sales for international matches or pre-season tours, elevated merchandise purchases from fans worldwide, and a boost in digital subscriptions for exclusive content and match streaming. The expansion into new markets not only broadens the financial landscape for clubs but also strengthens their overall resilience and market position in the dynamic world of football.
- What other impacts do you see beyond marketing?
Developing relationships in other countries can give European clubs access to a vast talent pool. The American football landscape, for instance, has been evolving rapidly, with increased investment in youth development, academies, and professional leagues. By establishing partnerships with American clubs, scouting networks, or investing in youth academies, European clubs can tap into the American talent pool and identify potential players for their teams.
- Additionally, what tools can they use to reach new audiences?
It is important to first understand the market and the culture the club wants to enter; it is not the same to expand in China and the USA, for example. Then, clubs have many possibilities for doing that, from local Summer Camps to international tours and pre-season friendlies with local clubs.
- Talking specifically about the USA, what is the current landscape of the sports business in the country and the opportunities it presents?
The current sports business landscape in the country, hosting the next FIFA World Cup, Olympics, and other relevant soccer events, presents substantial opportunities for European football clubs.
The United States represents a large and lucrative market where European clubs can strategically position themselves to capitalize on various revenue streams. European clubs can effectively tap into the American market by emphasizing key metrics such as revenue, sponsorship deals, and partnerships. The USA’s vast consumer base, robust economy, and deep-rooted passion for sports create significant opportunities for clubs to diversify their revenue sources beyond their home markets. Exploring avenues like merchandising, licensing agreements, and digital partnerships in the US can lead to additional income streams. Moreover, the increasing popularity of European football in the USA, driven by the growing fanbase and interest in major international competitions, further amplifies the potential for European clubs to strengthen their market presence and financial stability in the American sports business landscape.