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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.
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.
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.
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, 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.
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.
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.
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.
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.
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.
Sports transcend boundaries and borders, becoming a pivotal factor for travelers when selecting their destinations, offering tourists distinctive and memorable experiences. Our Brand Manager, Carlos Ramírez, delineates the sector’s rapid growth and our contribution to its expansion through a range of personalized soccer programs available year-round.
The World Tourism Organization states that sports tourism is one of the fastest-growing sectors in the travel industry. What factors do you believe contribute to this growth?
There are several factors which contribute to the rapid growth of sports tourism. The increasing popularity of sports globally has led to a rise in interest from travelers seeking to participate in or witness sporting events firsthand.
On the other hand, the desire for unique and memorable experiences drives individuals to incorporate sports into their travel plans, thus contributing to the sector’s growth. In many cases, sports have indeed become the deciding factor when choosing a travel destination, whether it’s to participate in an event, attend a game, visit a team’s stadium, and so on. This reason has turned sports into a significant attraction factor that enables certain tourist destinations to draw in new travelers and enhance their international brand.
And how sustainable do you think this growth is?
Major sports brands and competitions have achieved global recognition, transcending geographical boundaries to captivate audiences globally. With sports properties increasingly striving to extend their reach beyond national borders, the potential for sustained growth is enormous.
According to a study by the Barcelona Tourism Observatory, sports tourism accounts for nearly 20% of all visitors to the city. What’s ISL’s participation in this statistic?
The ISL Experience Team hosts various BSE (Barcelona Soccer Experience) trips each year for young soccer players from the US. During the current season, we will host a total of 5 BSE sessions for boys and 2 sessions which are exclusive for girls. Our partnership with FC Barcelona enhances the authenticity and appeal of these experiences, making us a key player in driving sports tourism to the city. Since 2015, over 6,000 young boys and girls and more than 15,000 people overall have traveled to Barcelona as part of our soccer programs, including players and families. The number of travelers continues to increase every year.
In which other cities does the Experience Department organize experiences?
Apart from Barcelona, the ISL Experience Department organizes other soccer experience programs in iconic cities like Madrid, Manchester, Lisbon, and Paris, among others. These destinations offer rich sporting heritage and vibrant cultures, providing travelers with immersive and unforgettable experiences beyond the pitch. We are also present in some of the most important youth soccer tournaments which offer our players the chance to test their level among the best in a competitive environment.
From your point of view, what is the main thing players coming via Futbol First look forward to in their trip?
In my opinion, what players and families traveling with Futbol First are seeking is to live a unique sports experience in every way. From experiencing training sessions with the best academies, such as FC Barcelona’s, and watching their team and idols play live, to facing local teams in friendly matches that allow them to test their level and enhance their experience. In addition to this, our trips always incorporate a cultural element through guided tours, which add an educational component that we consider key to providing a comprehensive experience.
How do football clubs benefit from sports tourism? Which new opportunities and revenue sources open up?
Football clubs benefit from sports tourism in various ways. Firstly, it allows clubs to expand their global fan base by engaging with supporters from different regions through international tours, friendlies, and fan experiences. Additionally, sports tourism opens up new revenue streams through ticket sales, merchandise purchases, sponsorships, and partnerships, further enhancing the club’s financial sustainability and brand recognition.
ISL has been tapping into this sector for many years now. How do you assess the Experience Department’s evolution over the past decade?
Over the past decade, the ISL Experience department has evolved significantly. We have refined our trip itineraries, diversified our destination portfolio, and incorporated innovative internal changes to streamline operations and deliver unparalleled service to our clients. Our commitment to excellence and continuous improvement, with special attention to detail, ensures that ISL remains a leader in sports tourism, providing transformative experiences for players and families alike.
How is the preparation for the new season coming along? What can we expect?
At the moment, we are working on the updates for the upcoming season, which for us begins in mid-June. Looking ahead to next year, our focus is on continuously incorporating innovations into our programs to offer an even better service and provide an enhanced experience for our clients. In this regard, we believe it is very important to listen to the opinions of the players and families who travel with us each year to understand what they like most and where they see room for improvement. This ongoing dialogue with our clients serves as the guiding principle to achieve excellence in everything we do.
The world is watching as football takes over the USA, which is happening not only due to Messi’s arrival but also because of the continuous investment and structuring of their male and female national leagues, the MLS and the NWSL, respectively, and the rising numbers of football, or soccer, fandom all around.
To achieve this status, USA football clubs and leagues have demonstrated excellent marketing and financial strategies, offering valuable lessons for more traditional European leagues.
Fan Engagement
MLS excels in fan engagement through various initiatives, including interactive fan experiences, social media, and community involvement. The marketing and promotion in North America and beyond also stands out.
Angel City FC, an NWSL club with a majority female ownership, is an exemplary model for building a community within a football club from the ground up. The MLS itself is committed to attracting younger fans and creating innovative content, as evidenced by its recent partnership with TikTok.
Sports properties all around the world can be inspired by such activations to expand their global reach and attract new fans, connecting with them on a personal level and building a more engaged and passionate fanbase.
Stadium Atmosphere
While there’s nothing quite like South American hinchas, the MLS and the NWSL have worked on creating a vibrant and family-friendly stadium atmosphere. Attention to every detail enhances the matchday experience, making it more comfortable and special for the fans. Austin FC, one of MLS’s clubs with the most engaged community, also does that by promoting activations like Pride Night.
North Americans have always been industry leaders when it comes to blending sports and entertainment. Basketball has exemplified this approach and become a global benchmark with its fast-paced on-court action, spectacular plays, and exciting events that extend beyond sports. This constant pursuit of the “show” has not only defined the USA sports experience but has also influenced how other sports are approached and enjoyed in the country.
Besides providing more entertaining matchday experiences, traditional leagues and clubs currently face the challenge of improving stadium facilities and promoting fan engagement. The USA offers valuable lessons on how to enhance the overall atmosphere.
Financial Transparency
American leagues have clear guidelines to ensure the league is financially sustainable, with teams following current regulations and promoting transparency. European football can benefit from such measures to ensure that clubs maintain financial stability and comply with fair play.
However, regarding tradition and technical quality, the USA draws much inspiration from South American and European football, which have paved the way for the league’s continued growth.
Technical Quality and Playing Style
LaLiga is known for its technical and possession-based style of play, Brazil for its creativity, attacking style, and skillful dribbling, the Premier League for its fast-paced and physical matches, and the Bundesliga for its attacking football and development of young talent.
The MLS and the NWSL are on the path to defining their own style of play and can learn from all these leagues how to improve the technical abilities of their players and promote a more attractive, skillful brand of soccer.
Talent Development
Especially in Europe, football academies are professionally structured and continuously develop top-level talent, which helps not only to attract audiences to their own leagues but also to improve the clubs’ finances with substantial fees for the transfer of players.
By investing in developing young talent in their academy systems, MLS and NWSL can produce more homegrown talent. It is crucial for the USA’s national football interest and international attention to create its own star players to guarantee sustainable growth and reduce its current dependency on expensive international signings.
International Scouting
European leagues have been successful in scouting and recruiting top international talent, particularly from Latin America and other parts of the world.
The North American leagues are already on the way, learning how to effectively scout and bring in international stars to raise the overall level of competition.
For over 10 years, ISL has been based in the USA and has developed extensive knowledge of how the sports market operates, specializing in translating business strategies and standards from one continent to another.
This expertise is key to helping European sports properties find perfect opportunities to expand to the USA, bridging the gap between each culture to develop projects that facilitate international growth effectively.
To celebrate the launch of X CRAZYFAST, the latest boot release from Adidas packed full of ‘AERO’ innovations, Adidas Spain gave the experience of a lifetime to the top Spanish content creators.
With all eyes on Miami after Lionel Messi’s arrival at Inter Miami CF, the city was the perfect choice for Koko DC, Adri Contreras, xBuyer, MiniBuyer, Laura Vizcaino, and Spursito, to live a football experience while promoting the new boots.
We used all of our expertise about North American football, the club, and the city, our home in the USA since 2018, to provide them with an amazing visit to Miami and unforgettable football moments.
ISL arranged for influencers exclusive access to the Florida Blue Training Center, Inter Miami’s training grounds, where they spent an afternoon playing and capturing some incredible content for their social media.
For our Managing Partner, Marc Segarra, having the brand and influencers coming from Spain makes the activation even more special: “It is always nice to welcome people from our country to our new home in America and be able to show them the access we have here in Miami and our relationship with Inter Miami. We are pretty excited that they have trusted us and we can make everybody feel at home.”
On October 27th, the group had another VIP experience, this time to watch Inter Miami in action in the Lamar Hunt US Open Cup final!
As they witnessed Houston Dynamo’s victory by 2×1 at the DRV PNK Stadium, the influencers enjoyed an extraordinary panoramic view of the pitch, premium service executive, and food & beverage.
It was a pleasure to be a part of such an unforgettable experience!
Stay tuned for more interesting facts to come!
Why do you believe the FIFA World Cup is the biggest sporting event in the world?
Although the FIFA World Cup is held every four years, it manages to capture the attention of billions of people from all walks of life and embodies national pride while providing a platform for countries to not only show off their soccer talent but also their culture, history and passion for the game. The World Cup brings people together from all over the world and is the ultimate showcase of the beautiful game filled with the biggest stars vying for the ultimate prize. It is through the significance of the FIFA World Cup that we really understand why soccer is the biggest sport in the world.
What sort of global impact does the FIFA World Cup have across different societies?
FIFA World Cup brings people together and breaks down cultural barriers, racism and social inequality, while creating a sense of unity among different countries. As I experienced in Qatar, during the World Cup, the love for football is all that matters.
What is the economic impact of the FIFA World Cup?
The FIFA World Cup has a significant economic impact, both for the host country and for the global economy. During the tournament, the host country experiences a boost in tourism as millions of fans travel to attend the games, stay in hotels, and eat at local restaurants. This leads to an increase in local economic activity, such as job creation, and can help to boost the country’s overall economic growth.
In addition to the direct benefits for the host country, the World Cup also has indirect economic benefits through increased media exposure, sponsorship deals, and the sale of merchandise and memorabilia. These factors can help to promote the host country’s brand and attract further investment.
The FIFA World Cup is one of the most lucrative sporting events in the world, with the total revenue generated by the event estimated to be over fourteen billion dollars through broadcasting rights, sponsorships, and ticket sales.
What are the different types of stakeholders involved in the FIFA World Cup?
Typically, it would be the host country, FIFA, and LOC (Local Organizing Committee). FIFA is the governing body of the tournament and is responsible for organizing other events such as the Women’s World Cup, FIFA Club World Cup and others. The LOC is responsible for organizing different events such as the opening ceremony, promoting the tournament, and generating revenue; while the host country is responsible for organizing the tournament, providing training facilities and transportation during the competition. FIFA has 6 different continental confederations: AFC (Asia), CAF (Africa), CONCACAF (North and Central America and the Caribbean), CONMEBOL (South America), OFC (Oceania), and UEFA (Europe).
If 2022 could be described in one word for ISL, it would be – revolutionary. This year has brought us incredible launches, promising partnerships, and groundbreaking experiences.
Did you know that ISL had at least one major event take place for nine months of the year? That means that 75% of the months in the year had at least one major tentpole event for the agency! From the drop of Luka Modric’s first NFT collection in January to the collaboration between Barça and MLS in July, as well as the first ever LaLiga Select showcase in Madrid in March, ISL has had the opportunity to partake in some pretty incredible moments that made 2022 a year for the books.
Let’s hit rewind on 2022 and go through some of the most memorable moments for ISL!
January 2022
ISL goes digital | Luka Modric released his very own official and authenticated NFT collection. The collection was made available by Ethernity Chain and powered through ISL – Ethernity’s official and exclusive soccer partner.
February 2022
Travel management returned to the UK!
March 2022
LaLiga Select held its first ever showcase in the Spanish capital of Madrid! 118 players were selected from an impressive total of 12,000 youth soccer players across 14 different scouting events in North America.
Entering the esports arena, in 2022, we saw esports player João Oliveira join the powerful Portuguese team of Benfica through the support of ISL.
May 2022
Switching gears back to LaLiga Select, in May 2022, we had our first selection of players who passed onto the third and final phase of LaLiga Select. Three players were offered scholarships by LaLiga Select to continue their journey in Spain and spent the next two weeks training with LaLiga Academy teams such as Celta, Alavés, and Levante.
June 2022
ISL and Icerock powered an epic friendly between D.C. United vs Xelajú MC.
July 2022
ISL heads west in July 2022! In collaboration with ISL, FC Barcelona closed out its first two games against Inter Miami FC and the New York Bulls of MLS. This was a game that fans had not seen since 2008 and also an exciting face-off between FC Barcelona and Beckham’s Inter FC
We also broke records in 2022! Our FC Barcelona Academy Summer Camps launched in July 2022, and we saw a record-breaking count of over 5,000 players enlisted at our Seattle camp
ISL and USYF (United States Youth Futsal – a US Soccer member) continued to strengthen their relationship by expanding futsal in the United States through a series of events in Kansas City, Milwaukee, Indianapolis, and Charlotte during the summer.
October 2022
A little bit of self-care in 2022. We had the grand opening of our new Barcelona office, and let’s just say we ended up celebrating 3 hours more than expected!
ISL also held a corporate meeting to discuss all the exciting things we have planned for the future.
November 2022
We made partnerships happen! In November 2022, ISL and Pepsi x DJ Mariio provided gamers with a never-before-seen immersive experience combining everyone’s love for soccer and video games. The partnership was made possible through the support of ISL.
December 2022
December is the month of friendlies powered by ISL and Icerock! From AS Roma facing off with Cádiz CF to Crystal Palace hosting Real Valladolid at the Selhurst Park Stadium and, of course, Herta BSC going up against Millonarios FC in Osceola County Stadium – this month was a month full of friendlies!
Pepsi and ISL joined forces again! Together, Pepsi and ISL teamed up to launch Pepsi’s marketing campaign in Central America. Through the support of ISL, Joao Felix and Sergio Busquets were the two featured stars of Pepsi’s marketing campaign in Central America.
Phew! With all that said (emphasis on all), our year comes to a bittersweet end filled with incredible moments, industry-changing collaborations, and never-before-seen releases. We could not have made it to this point without the support and commitment of our ISL team and the support from everyone who helped make this possible. We want to thank each and every one of you for your perseverance and belief in us. We can’t wait to see you all in the new year and work together to make 2023 another revolutionary year.
Known for their groundbreaking and iconic ways to interact with their audience, Pepsi’s virtual gaming platform known as “Zona Gamer” has just announced a collaboration with DJ Mariio, one of the world’s most influential Youtubers ~currently at 8M Followers~ and primarily known for his content focused on soccer and FIFA.
With over 2.7 million gamers in the world, the virtual gaming industry is an industry that continues to show unstoppable growth. Gamers alone make up about one third of the world’s population and have practically carved out a virtual world of their own through their tournaments, rankings, and heavy presence.
Pepsi’s Zona Gamer (Gamer Zone) brings together the best technology and offers players a virtual platform that enhances and sharpens their gaming skills for electronic tournaments accompanied by the occasional involvement of top influential streamers. Through this virtual platform, players also have access to exclusive Pepsi merch, such as limited-edition Pepsi cans inspired by the digital gaming culture.
In this upcoming Zona Gamer partnership, Pepsi will be joining the world of E-Sports tournament with their first Pepsi e-sport Soccer tournament. To join, players must visit mundopepsi.com and register to be a part of the Pepsi Zona Gamer soccer tournament. The lucky winners of the tournament will have the chance to travel to Spain, where they will meet the legendary and insanely talented gamer, DJ Mariio (@djmariio) and will be able to play the final at the Dux Gaming Club – one of the most competitive gaming teams in the world.
The partnership between Pepsi and DJ Mariio provides an exciting and adventurous opportunity for gamers and also paves the way for Pepsi’s involvement in the virtual and nonvirtual world of soccer. The partnership was made possible through the support of ISL agency, who provided Pepsi with a thorough investigation and strategic approach to the brand’s needs and partnership requirements. Together, ISL and Pepsi x DJ Mariio are providing gamers with a never-before-seen immersive experience combining everyone’s love for soccer and video games; the only question left to ask is if you’re ready to step onto the field.
Make sure to check back for updates as we continue to roll out more details around the upcoming tournament, and as always, may the best player win.
This holiday season, the ISL foundation in collaboration with Barça Academy US Carolinas is making the holidays of child refugees truly special by gifting them soccer gear donations.
The campaign, also known as #SoccerLovesUkraine, is working closely with players from the different academies to gather all donated goods for child refugees from Ukraine that now reside in Poland. What started off as a small yet mighty donation effort by fellow Barça Academy Carolinas player, Alex Cordora, turned into a collective effort between the Barça Academy Carolinas and the ISL Foundation.
When asked what motivated him to start this initiative, Cordora said the following:
“I knew about the war and I learned about the effects that it had on the people in Ukraine and all around the world and I thought that they could use something to boost their spirits”
Full interview HERE
Through this campaign, kids are welcome to donate various types of lightly used soccer gear ranging from cleats to soccer balls and even shin guards. The donations will then be sent off to Poland where a vast majority of Ukrainian refugees have fled in an attempt to escape the war.
This campaign is one of the many different efforts managed by the ISL foundation and although each campaign has addressed various social topics or issues, this campaign in particular is one that will directly impact the lives of many children who have been forced to flee their home country with little to no time for packing any personal items.
“I would like to help out the Ukrainian refugees in need in Poland and give them a positive distraction and something to take their mind off the war” – Cordora when asked how he thinks this campaign can help children currently in shelters.
#SoccerLovesUkraine is an opportunity for us to collectively come together as a community not only through our love for soccer but through our core values of teamwork and empathy. ISL is a global community with the power to drive positive impact across this world, we take pride in helping others and hope #SoccerLovesUkraine will give Ukrainian children a memorable holiday season.
Please bring donations to Barça Academy Carolinas practice location in the USA between November 28th-December 4th, 2022. Donations can include new and gently used soccer equipment (cleats, shin guards, balls, pumps, gloves, etc.) and/or money to cover costs for shipping.
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